Abstract
ABSTRACT Live-streaming tourism emerged as an innovative form of socio-technical tourism. This research explores the nexus between the digital technology experiences of tourists engaged in live-streaming tourism and behavioural intentions. Study 1 relied on social media dependence theory to analyze the impact of digital attachment on usage intention and explored tourists’ willingness to use digital technology. The results indicate that digital attachment comprises digital addiction, self-connection with digital technology, digital involvement, and social connection through digital technology. Study 2 blended trust and risk theory and technology acceptance models to strengthen these insights through a quantitative study involving tourists in live-streaming tourism. The results show that tourists’ perceived value (usefulness and ease of use) mediates the relationship between tourists’ digital attachment and behavioural intention. Despite the risks encountered in live-streaming tourism, results suggest that these risks do not significantly sway tourists’ behavioural intentions. The research highlights that the engagement and connection achieved via participation in live-streaming tourism can lessen perceived risks and bolster subjective trust, thus influencing their behavioural intentions.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
