Cultural heritage sites serve as tools for the public to perceive cultural elements and are the cornerstone of our modern society. For years, museums and cultural institutions have been transforming how they practice visitor experiences, moving from “objects” to “people” through several different approaches. Museums are searching for innovative ways to engage their visitors to accomplish their mission, meet educational goals and provide a memorable experience for their visitors. There is a growing body of research on the use of gamification in cultural sites to improve visiting experiences and encourage visitors to engage actively in museum activities. The goal of this paper is to investigate whether gamified experiences in cultural sites can improve visitor experiences through the use of treasure hunting AR. This paper presents the research questions of this study and discusses a framework that is being developed to address those.