The first edition of the International and Interdisciplinary Conference on Immersive Technologies and Heritage Valorization: Perspectives and Innovations (TIVP 2025, 8-10 May 2025, IHEC of Sfax, University of Sfax, Tunisia) explored the transformative potential of immersive technologies in the Cultural and Creative Industries (CCIs), particularly within the domain of Cultural Heritage (CH). The conference united researchers, practitioners, artists, and innovators from diverse fields-including the humanities, visual arts, cinema, music, architecture, economics, and engineering-to investigate how Virtual Reality (VR), Augmented Reality (AR), Mixed Reality (MR), and related technologies are revolutionizing the way in which creators and audiences experience, preserve, and communicate CH. The overarching goal of the meeting is to address the intersection of digital heritage, user experience design, and creative industries through multidisciplinary perspectives on theoretical and practical applications of immersive technologies. In addition to insights generated from diverse perspectives, this gathering also emphasizes the community-driven nature of CH projects as well as practical challenges, highlighting approaches that ensure digital solutions are inclusive, accessible, relevant to diverse populations, and environmentally and economically sustainable.

Emphasizes the intersection of user experience design and cultural heritage Addresses ethics, accessibility, inclusivity, sustainability and representations of cultural heritage Unites theoretical and practical perspectives from humanities, technology, visual arts, economics and architecture

Autorentext

Manel Ben Ayed is an Associate Professor (HDR) in Marketing at the Institut des Hautes Études Commerciales de Sfax (IHEC Sfax), University of Sfax, Tunisia. Her research interests include territorial marketing, digital marketing, experiential marketing, green marketing, Design Thinking, and marketing innovation. She has published in international journals and has actively participated in numerous international scientific conferences.
She is also a certified trainer and UX designer and has been a member of the Inter-action Design Foundation since 2022. Over the past decade, she has been actively involved in interdisciplinary research and applied projects related to green projects, women's entrepreneurship, social innovation, soft skills development, and the promo-tion of Tunisian local products. She currently serves as Head of International Relations and contributes to several international and European academic cooperation projects.
Manel Ben Ayed is also President of the Association du Patrimoine et des Pro-priétaires des Anciennes Demeures (APPAD), a heritage association dedicated to the promotion and preservation of cultural heritage in Tunisia. She served as Scientific and Organizational Chair of the first International and Interdisciplinary Conference on Immersive Technologies and Heritage Valorization (TIVP 2025), organized in partner-ship with HEG Arc (Neuchâtel, Switzerland) and ISAM Gabès (Tunisia) with the support of APPAD. Through her academic and institutional activities, she promotes interdisci-plinary research at the intersection of immersive technologies, user experience, and cultural heritage valorization.
Lamia Ben Hamida is an Associate Professor at the Institute of City and Territory Management at the Haute École de Gestion Arc (HEG Arc), part of the University of Applied Sciences and Arts Western Switzerland. She holds a Ph.D. in Economics from the University of Fribourg. Her research focuses on knowledge sharing, spillover effects, and the role of human and transversal skills in innovation processes, as well as on the design and analysis of cultural experiences through immersive technologies.
Her recent work explores how soft skills and organizational change contribute to digital transformation and innovation within organizations. She also investigates how immersive technologies can be mobilized to enhance the valorization, accessibility, and transmission of cultural heritage, particularly in the context of Tunisia. Through these research streams, she aims to better understand how technological and human factors interact to create meaningful, sustainable, and innovative experiences.
She leads several national and international research projects and regularly publishes in peer-reviewed journals. She also served as Scientific and Organizing Co-Chair of the first edition of the TIVP 2025 international conference.

Rim Jallouli is Professor of Marketing and Innovation Management at the Higher School of Digital Economy (ESEN), University of Manouba (Tunisia), where she served as Director from 2011 to 2017. Her research focuses on digital transformation, data-driven marketing strategies, and the impact of emerging technologies on economic and cultural ecosystems. She has published more than 50 scientific articles and book chap-ters and co-edited 15 volumes and special issues on digital economy, innovation, and technology-driven transformation. Rim Jallouli is co-founder of the Tunisian Associ-ation of Digital Economy (ATEN) and co-initiator of the International Conference on Digital Economy (ICDEc), fostering academic collaboration across Europe, Africa, and the MENA region. She is recognized for her expertise in innovative cultural strategies, the purple economy, and the role of digital and immersive technologies in the valorization of cultural heritage and creative industries. As a consultant to international organizations, including Islamic World Educational, Scientific and Cultural Organization (ICESCO), she contributed to the development of dashboards and indicators for sustainable and innovative cultural economies. Her work bridges academic research, cultural policy, and digital innovation to support new models of heritage valorization and creative economy development.

Inhalt

From the Real to the Virtual: Synergy Between Photogrammetry, HBIM and Immersive Technologies for Heritage Enhancement.- Bridging Technical and Processual Gaps in HBIM: Lessons from the Great Mosque of Kairouan .- Heritage Building Information Modeling (HBIM) for Pathology Assessment: Toward a Preventive Conservation Strategy for the Medina Ramparts of Sfax.- Virtual Architecture in Museum Design.- Evaluation of the User Experience (UX) Through a Multi-Scale Approach: A Pilot Study Using Cognitive Gesture Chronophotography and HBIM.- Cultural User Experience (CUX) and Valorization of Cultural Heritage (CH): From a Marketing Perspective of Immersive Cultural Experiences.- Influence of Virtual Reality on Consumers' Implicit Attitudes towards a Territory.- Visual Subliminal Stimuli in VR Tourism Marketing: Effects on Flow, Emotional Engagement, and Visit Intentions.- Immersive Narration and User Experience as core Principles of Expography in the Design of a Virtual Museum.- Innovative promotion of Sfax's heritage: synergy between storytelling and holograms A pilot study on generation Z engagement.- The Archaeological Marvel of Chemtou:Bridging History and Technology with Augmented Reality.- Immersive Technologies as a Space of Mediation Between Reality and Imagination: Virtuo-Morphosis for the Promotion of Cultural Heritage.- Performing Heritage in the Digital Age: Algorithms, Immersion, and Participatory Storytelling.- Modes of Engaging with History in Augmented Reality: A Conceptual Framework and an Artistic-Reflective Case Study.- Valorization of Tunisian Malouf Musical Heritage Via Immersive Technologies : A Design Thinking Perspective.- A World-Building Approach to Sound Design and Sonic Interaction Design in Cultural Heritage Immersive Experiences.