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.

This study aims to explore tourism sector small and medium-sized enterprises’ (SMEs) coopetition and its antecedents, and the consequences of sustainable competitive advantage in complex institutional contexts through the integration of institutional theory, social exchange theory and commitment theory. Through a field survey in the Greater Bay Area in Southern China, this study identified the structural links between tourism SMEs’ institutional environment, economic benefits and their commitment to a regional framework, on the one hand, and their coopetition and the effect on their sustainable competitive advantage, on the other, along with a comparative analysis based on the different social system regarding this structural model within this region.

Exhibitions attract an increasing number of visitors, which, in turn, greatly influence the destination’s economy. Past studies paid little attention to exploring both internal and external attributes of the exhibition. The purpose of this study is to identify the multi-level attributes that motivate visitors to attend the exhibition, and explore their effects on value co-creation, satisfaction and re-exhibit intentions. A total of 395 valid questionnaires from the 26th Guangdong-Hong Kong-Macau Greater Bay Area International Auto show at Shenzhen Convention and Exhibition Center were collected. By using Partial least squares structural equation modeling (PLS-SEM), the results revealed that three dimensions of exhibition attributes (exhibition, travel and destination) are all significantly related to satisfaction and value co-creation, while travel-related factors have the greatest impact on satisfaction and value-co-creation. Furthermore, satisfaction and value co-creation all positively influence re-exhibit intention. This study helps exhibition organizers, tourism destination marketers and government agencies to establish strategies by considering travel purposes as a priority to attract potential tourists. It also helps future scholars to deeply understand tourists’ co-creation experience with an exhibition.