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.

As Chinese traditional villages are receiving increasing attention from the country, society and business in terms of sustainable tourism development, their residents’ perceptions have not been thoroughly investigated. To contribute to the literature, this qualitative study, which was based on stakeholder theory, conducted semi-structured in-depth interviews with 12 different stakeholders in Hongcun, one of the most well-known traditional villages in China. Using grounded theory approach, this study found that residents’ perceptions and attitudes of sustainable development differed in four main areas—economic, environmental, social, and cultural—and several sub-themes were developed to influence these four areas. The study results have important theoretical and practical implications for current sustainable tourism development in traditional villages. In particular, these results have substantial value for the country, society, and business levels with respect to developing traditional village sustainable tourism based on the perceptions and attitudes of the residents.

Considering the rapid development of TikTok short videos combining celebrities and tourist destinations, this study aims to examine how attachment to TikTok celebrities enhances visit intention. Presence theory (Sense of Presence and Telepresence) was applied to construct the theoretical framework. 276 survey data were collected from respondents who had watched TikTok-Chengdu celebrity travel videos but had not visited Chengdu, China. Results indicated that celebrity attachment positively predicts sense of presence and telepresence. Furthermore, sense of presence and telepresence positively predict tourist enjoyment, and telepresence has a greater impact. Moreover, tourist enjoyment positively predicts their intention to visit Chengdu. Theoretical and managerial contributions are presented.