This article refers to the importance that museums attribute to new technologies and to improve the User Experience (UX) using Augmented Reality technology in the dissemination of content, between the physical and digital space of the museum. In the first part of this research was possible to understand the perception and interaction of users through categories of content analysis, by the digital platform Instagram, associating three Augmented Reality companies. Secondly, trying to connect the business context, the adoption and technological acceptance, interviews were conducted with the communication departments of three Portuguese Museums. In general, was possible to recognize the attribution importance and growth potential of associating Augmented Reality technology in the dissemination of digital content is recognized, either according to the cultural, historical or tourist context view in Portugal. The results obtained are presuppositions of applicability in museums, associated with the case study: Startup Nimest.