Abstract
ABSTRACT The rise of augmented reality (AR) technology offers potential opportunities for the tourism industry and academia. Drawing upon narrative transportation and presence theory, this paper investigates the relationship between vividness, narrative transportation, sense of presence, and visiting other AR destination. The empirical findings indicate that vividness enhances narrative transportation and sense of presence in the AR-presented heritage tourism. In addition, narrative transportation nurtures sense of presence and triggers intention to visit other AR destinations. This paper contributes to narrative transportation theory and presence theory in an AR tourism marketing context and provides managerial insights for incorporating AR into effective destination marketing.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
