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

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.