Vividness, narrative transportation, and sense of presence in destination marketing: empirical evidence from augmented reality tourism

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.