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.

The emergence of theme parks is enriching the tourist experience in the COVID-19 period. This study rethinks the impact of theme park image on tourist-perceived value (functional, social, and emotional value) and behavioral intention during COVID-19. Data were collected from 304 respondents who visited Chimelong Ocean Kingdom during COVID-19. This study results indicated that theme park destination image (cognitive and affective) positively predicts tourist-perceived value (functional, social, and emotional) during COVID-19. Moreover, this study also indicated that although social and emotional value positively predict tourist behavioral intention, functional value does not positively predict tourist behavioral intention during COVID-19. Theoretical and managerial implications are presented.