The impact of destination live streaming on viewers’ travel intention

Abstract

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.