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Rethinking the consequences of postmodern authenticity: the case of a World Cultural Heritage in Augmented Reality

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  • Chris Zhu
  • Lawrence Hoc Nang Fong
  • Manrong Gan

Abstract

The emergence of Augmented Reality (AR) enriched and further enhanced the tourism experience. Drawn upon presence theory and a postmodernist perspective, this study rethinks the impact of postmodern authenticity on two different types of presences (Sense of Presence and Telepresence) and hence on visitor satisfaction and travel intention, by focusing on AR-based World Cultural Heritage Site – Mount Tai, China. Data were collected from 225 respondents visiting AR-based Mount Tai. Results demonstrated that postmodern authenticity positively predicts presences, satisfaction, and travel intention, and Postmodern authenticity has a more substantial effect on the Sense of Presence. Moreover, both types of presence positively predict satisfaction, hence travel intention while Sense of Presence has a stronger effect. Theoretical and managerial implications are presented.

Suggested Citation

  • Chris Zhu & Lawrence Hoc Nang Fong & Manrong Gan, 2023. "Rethinking the consequences of postmodern authenticity: the case of a World Cultural Heritage in Augmented Reality," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(4), pages 617-631, February.
    • Handle: RePEc:taf:rcitxx:v:26:y:2023:i:4:p:617-631
    DOI: 10.1080/13683500.2022.2033181
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    Cited by:

    1. Biqiang Liu & Anna Kralj & Brent Moyle & Yaoqi Li, 2024. "Developing 360-degree stimuli for virtual tourism research: a five-step mixed measures procedure," Information Technology & Tourism, Springer, vol. 26(3), pages 485-519, September.
    2. Thomas Eck & Yiwen Zhang & Soyoung An, 2023. "A Study on the Effect of Authenticity on Heritage Tourists’ Mindful Tourism Experience: The Case of the Forbidden City," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    3. Junwei Chen & Xiaohong Wu & Ivan Ka Wai Lai, 2023. "A Systematic Literature Review of Virtual Technology in Hospitality and Tourism (2013–2022)," SAGE Open, , vol. 13(3), pages 21582440231, August.
    4. Paola Patricia Ariza-Colpas & Marlon Alberto Piñeres-Melo & Roberto-Cesar Morales-Ortega & Andrés Felipe Rodríguez-Bonilla & Shariq Butt-Aziz & Sumera Naz & Leidys del Carmen Contreras-Chinchilla & Ma, 2024. "Sustainability in Hybrid Technologies for Heritage Preservation: A Scientometric Study," Sustainability, MDPI, vol. 16(5), pages 1-37, February.

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