Does a good story prompt visit intention? Evidence from the augmented reality experience at a heritage site in China

The emergence of digital technology has led researchers, businesses, and entrepreneurs to reflect more on the potential value that Augmented Reality (AR) can play in tourism. Although the relationship between authenticity and travel intention has been examined previously, little is known about how authenticity influences tourist travel intention after an AR experience. To fill this research gap, the current study constructs a theoretical model from narrative transportation theory. The results show that narrative transportation is a mechanism that bridges object-based authenticity and existential authenticity with travel intention. This study provides valuable theoretical insights into the antecedents and consequences of narrative transport while enriching the understanding of AR. Meaningful practical insights are offered to destination authorities.