Exploring rural resident attitudes toward tourism live stream in rural destinations: an integrated model

Abstract

ABSTRACT Tourism Live Stream, a fusion of new media technology and traditional tourism, has garnered scholarly attention mainly from the perspectives of consumers and suppliers. This study, uniquely, addresses the gap by investigating the attitudes of residents in tourist destinations toward tourism live stream, shedding light on untapped areas for future research. As custodians of local tourism resources and active participants in tourism activities, the viewpoints of residents hold paramount significance for the local implementation of tourism live stream. Employing a structural equation model, researcher examined a sample of 384 residents from rural Chinese tourist destinations, integrating attitudes, place attachment, tourism perception, and tourism participation. The findings underscore that residents’ perceptions of the benefits and costs brought about by tourism live stream exert substantial influence on their attitudes toward it. Additionally, residents’ attitudes toward the local tourism industry and their level of tourism engagement also play pivotal roles in shaping their attitudes.