The impact of destination live streaming on viewers’ travel intention

ABSTRACT

Live streaming is continuously becoming an important tool for destination marketing nowadays. Despite that many destinations use live streaming to attract prospective tourists, little is known about how destination live streaming influences the audience’s travel intention. Against this backdrop, this study constructs a framework of the influence of destination live streaming features (i.e. interactivity, vividness, authenticity, and immediacy) on consumers’ travel intention according to S–O–R theory. Data were collected through an online questionnaire and analyzed by the structural equation model. The results indicate that the interactivity, vividness, authenticity, and immediacy features of destination live streaming positively influence consumers’ sense of presence and trust, which in turn enhance their travel intentions. This study provides good guidance for future live streaming marketing in tourism.

KEYWORDS:

• Destination live streaming
• new tourism marketing
• sense of presence
• trust
• S-O-R theory

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by National Natural Science Foundation of China (NSFC) [grant number 71802097]; Jinan University Management School Funding Program [grant number GY21013]; Institute for Enterprise Development, Jinan University, Guangdong Province [grant numbers 2021MYZD04 and 2020CP03]; Philosophy and Social Sciences Planning Program of Guangzhou [grant numbers 2021GZYB05 and 2022JDGJ06]; Research Institute on Brand Innovation and Development of Guangzhou [grant numbers 2021CS05]; China Postdoctoral Science Foundation [grant number 2022M710038]; Guangxi Science and Technology Base and Talent Special Project [grant number 2020AC19034]; Guangxi 14th Five-Year Education Science Planning Key Special Project [grant numbers 2021A033 and 2021ZJY1607]; Innovation Project of Guangxi Graduate Education [grant number JGY2022122] and Guangxi undergraduate teaching reform project [grant number 2022JGB180].