Exploring the influence of augmented reality on tourist word-of-mouth through the lens of museum tourism

This study investigates how tourist presence influences word-of-mouth (WOM) and measures whether authenticity significantly mediates presence and WOM in the Augmented Reality (AR) museum tourism experience. The survey data was collected from the AR-presented Palace Museum in China. The study found that presence positively influences tourists’ WOM, and authenticity positively mediated tourist presence and WOM. The research tested authenticity as a mediator between presence and WOM, expanding the theoretical development of presence theory and authenticity research. Furthermore, the study expands knowledge of AR in museum destination marketing and management.