**Markos Konstantakis \*, Georgios Alexandridis and George Caridakis**

Intelligent Interaction Research Group, Cultural Technology Department, University of the Aegean, 81100 Mytilene, Greece; gealexandri@aegean.gr (G.A.); gcari@aegean.gr (G.C.)

**\*** Correspondence: mkonstadakis@aegean.gr

Received: 25 April 2020; Accepted: 29 May 2020; Published: 4 June 2020

**Abstract:** Recent developments in digital technologies regarding the cultural heritage domain have driven technological trends in comfortable and convenient traveling, by offering interactive and personalized user experiences. The emergence of big data analytics, recommendation systems and personalization techniques have created a smart research field, augmenting cultural heritage visitor's experience. In this work, a novel, hybrid recommender system for cultural places is proposed, that combines user preference with cultural tourist typologies. Starting with the McKercher typology as a user classification research base, which extracts five categories of heritage tourists out of two variables (cultural centrality and depth of user experience) and using a questionnaire, an enriched cultural tourist typology is developed, where three additional variables governing cultural visitor types are also proposed (frequency of visits, visiting knowledge and duration of the visit). The extracted categories per user are fused in a robust collaborative filtering, matrix factorization-based recommendation algorithm as extra user features. The obtained results on reference data collected from eight cities exhibit an improvement in system performance, thereby indicating the robustness of the presented approach.

**Keywords:** cultural tourism; typology; personalization; user experience; recommender systems; collaborative filtering; hybrid matrix factorization
