Abstract
What if customer experience was the primary driver of digital transformation? Indeed, new hybrid experiences have emerged thanks to daily-life technologies that fused both digital and physical worlds. This kind of experience uses applications and connected objects (IoT) to adapt and respond to consumer needs. Augmented reality and virtual reality are one of the most functionally and emotionally memorable phygital experiences that create value for customers. In this chapter, the authors chose heritage tourism as the study field for different reasons. While the adoption of augmented and virtual reality is gaining grownd, cultural heritage sites have started to consider the possibilities offered by these new and innovative technologies. This industry is starting to integrate AR and VR in several ways to attract more people. However, it is necessary to study how modern technology can be developed and implemented in a meaningful way to improve the tourist's experience. An AR- and VR-based mobile application has been developed and tested at Antonine's Baths in Carthage, Tunisia.
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