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With the popularization of the concept of the metaverse, non‐immersive virtual reality (VR) has become a focus of tourism destination marketing. Drawing upon telepresence theory, this study identifies the antecedents and consequences of telepresence to help interpret tourist behavior in the context of non‐immersive VR experience. Results revealed that mental imagery and vividness positively predict tourist telepresence and satisfaction; Telepresence positively predicts satisfaction and intention during non‐immersive VR experiences. Our work enriches telepresence theory by identifying the antecedents and consequences of telepresence in the context of non‐immersive VR, and provides meaningful practical insights for similar attractions that adopt the technology.

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With the development of the AR tourism experience, destination managers are starting to pay attention to the essential role of AR in tourism marketing, while at the same time, tourists’ demand for authenticity in AR is also increasing. The purpose of this study is to identify the relationships between Objective Authenticity, Constructive Authenticity and Existential Authenticity and their impact on tourist experience and behavioral intention during AR-based World Cultural Heritage site tourism experience. Results indicated that Constructive and Existential Authenticity positively predicted tourist satisfaction, and hence tourist intention to visit. However, Objective Authenticity has no significant impact on tourist satisfaction in the AR tourism experience. Theoretical and managerial implications are presented.

This study examines the predicting effect of celebrity involvement on destination authenticity (object-based authenticity and existential authenticity) and hence travel intention in the context of TikTok tourism promotional videos. Data collected from 225 survey respondents indicated that celebrity involvement increases perceived destination authenticities (object-based and existential authenticity) and hence travel intention after watching TikTok celebrity videos. Furthermore, destination authenticities mediate the positive relationship between celebrity involvement and travel intention. The findings contribute to knowledge about social media marketing in tourism literature by blending authenticity theory and celebrity involvement in the context of TikTok celebrity promotions. Meaningful implications are provided for destination marketers.