Despite the increasing adoption of augmented reality (AR) in tourism, its impact on visitor experiences in dynamic, time-sensitive events with synchronized live-action content remains unclear. The psychological mechanisms driving AR experiences, particularly the relationships between telepresence (feeling transported to a mediated environment), sense of presence (feeling immersed in the augmented experience), and perceived authenticity, are underexplored. This study examines the bidirectional relationships between these constructs, grounded in self-perception and cultivation theories. Survey data from 204 Beijing Winter Olympics attendees using AR were analyzed using partial least squares structural equation modeling to test competing models. Results reveal the differential roles of telepresence and sense of presence as both predictors and outcomes of perceived authenticity influencing revisit intention, challenging the conventional assumption of unidirectional relationships and advancing our understanding of their impact on revisit intention. Practitioners should prioritize AR features that enhance presence and authenticity to increase revisit intentions in dynamic events.
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