Paper presented at the 5 th International Scientific Conference “Tourism Trends and Advances in the 21 st Century” University of the Aegean, 30 May- 2 June 2013 Rhodes, Greece “QR-RHODES: FROM THE TIME MACHINE TO THE QR CODE. Play Rooms for Non-Captive Audiences in the Age of Mobile Telephony. The Approach of the SEE TCP SAGITTARIUS 2011-2014” Dorothea Papathanasiou-Zuhrt, Ph.D UNIVERSITY OF THE AEGEAN RESEARCH UNIT / Directorate of Development dzuhrt@aegean.gr Address: 30 Voulgaroktonou Str. 11472 Athens, GR Tel +30 210 6492 227 Fax +30 210 6492 299 Th. Stavrinoudis, Ph.D. UNIVERSITY OF THE AEGEAN Department of Business Administration School of Management Sciences 8 Michalon Street, 82100, Chios, GR tsta@aegean.gr Kyriaki Glyptou, Ph. D. Cand. UNIVERSITY OF THE AEGEAN School of Management Sciences Interdepartmental Postgraduate Programme for Planning Policy and Management of Tourism 8 Michalon Street, 82100, Chios, GR k.glyptou@fme.aegean.gr Sofoklis Skoultsos, Ph. D. Cand. UNIVERSITY OF THE AEGEAN School of Management Sciences Interdepartmental Postgraduate Programme for Planning Policy and Management of Tourism 8 Michalon Street, 82100, Chios, GR emtm04020@chios.aegean.gr ABSTRACT “QR-RHODES”, subtitled “Rhodes building Europe: Knights at Work”, is a mobile telephony application under the umbrella of SAGITTARIUS, an ongoing Project within the SOUTH EAST EUROPE TRANSNATIONAL COOPERATION PROGRAMME 2007-2013, Priority 4.3 “Use of Cultural Values for Development”. The aim of QR-RHODES is to effectively communicate the CH values of the Unesco enlisted Medieval Town of Rhodes, Greece to non-captives audiences in an entertaining and participatory way. A Significance Assessment Tool (SAT) was developed and tested in situ to facilitate the selection of assets with interpretive potential in the Medieval Town. Information architecture presupposes a limited working memory capacity to deal with visual and auditory material and an almost unlimited long-term memory, able to hold mental representations that vary in their degree of automation. Selected information is analyzed from a Human Cognitive Architecture point of view, considering working memory constraints, element interactivity continua and types of cognitive loads. Asset-related information is re-structured so as to free working memory from irrelevant cognitive loads, facilitating attention and information retention an within a scarce time-budget. Interpretive narratives reinforce the association chain enabling new cognitive content to relate to prior knowledge. Keywords: Cultural Heritage (CH), Quick-Response-Codes (QRC); Non-Captive Audiences, Human Cognitive Architecture (HCA); Long-Term-Memory (LTM); Working Memory (WM);