Abstract As new technological tools, virtual and augmented reality caused a revolution in culture and art during the critical situation caused by the Covid-19 pandemic. It allowed the viewers to become the co-creators of art, which then changes under their influence. The property/essence of interactive art is the creation of a situation in which the visitor to a cultural institution comes into direct contact with an art object, which fundamentally changes the reception of the artefact. The aim of this scientific study is to identify the hybrid models of visitor participation in the artistic events hosted by Slovak cultural institutions – both offline and online – with a focus on interactive technologies. Using the case study method, we analyzed the contradictions in the definition of interactivity in terms of the pragmatic enhancement of the visitor experience in the cultural institutions (interactive work versus interactive marketing communication) in the interdisciplinary contexts of selected cultural institutions: Ponitrian Museum, Bratislava City Museum and Poliankovo Digital Gallery. The results show a scarce use of augmented reality in the art marketing communication of Ponitrian Museum, and interactive artefacts being part of the exhibition in the other analyzed institutions. Key words Art Marketing. Audience Participation. Cultural Institutions. Interactive Artwork. Virtual and Augmented Reality. Download paper SPÁLOVÁ, L., ŠTOSEL, M., WOJCIECHOWSKI, Ł. P.: Application of Virtual and Augumented Reality in the Context of the Development of Art Marketing Communication in the Space of Selected Cultural Institutions. In European Journal of Media, Art and Photography, 2022, Vol. 11, No. 1, pp. 108-115, ISSN 1339-4940.
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