This paper explores the potential of virtual representations of the built heritage integrated in immersive web-based platform to support the work of experts in collecting, formalizing, and communicating data about its Cultural Significance (CS) in a participatory, multi-actor and multi-disciplinary processes. The suitability of the proposed framework is evaluated through a case study approach with the observatory of Cointe, located in Liege, Belgium. A survey was conducted in an existing web application to conduct this research with real data about values associated to the place by different groups and individuals. The taxonomy proposed in (Jouan and Hallot, 2022) is implemented to formalize the exported data. The ability of this formalism to move towards the quantification of qualitative data about cultural values is further evaluated. To do so, the potential of the data model to generate multiple meaningful representations of CS data while giving experts the necessary flexibility to focus on different aspects of interest is explored through traditional spatial analysis tools in GIS environment. The article also proposes an iterative method that supports the elaboration and progressive refinement of strategies for the recording of heritage places according to the evolving state of knowledge about its cultural significance.