The paper presents the new concept of Adaptive Augmented Reality (A ² R), employed within the context of the creation of an AR guide for the museum visit. The augmentations provided are not only visual but also acoustic, while the interest of the visitor is also monitored using physiological sensors, so that the multimedia content delivered to the visitor's see-through AR display with which she can interact through gesture interaction can be adapted according to her engagement and interests. A theoretical framework is provided together with an overview of the system architecture. This contribution focuses on the interdisciplinary, collaborative and UC-informed methodology employed for the identification and elicitation of the motivations and needs of the Cultural Heritage professionals as to the potential of the A ² R approach for the museum visit.