Tourism live streaming: uncovering the effects of responsiveness and knowledge spillover on travelling intentions

Abstract

Purpose In tourism live streaming (TLS), streamers strive to capture viewers’ attention by responding quickly to viewers’ requests and providing tourism-related knowledge. However, the effectiveness of such practices in the TLS context remains unclear. Accordingly, based on flow theory, this study aims to uncover the effects of responsiveness and knowledge spillover on viewers’ travelling intentions. Design/methodology/approach The authors collected 319 valid questionnaires to examine the proposed model. Followingly, the authors used a partial least squares structural equation modelling approach using SmartPLS 4 to analyse the survey data. Findings The authors found that responsiveness could enhance viewers’ flow experience and destination attachment, fostering travelling intentions. The authors further found that knowledge spillover strengthened the relationship between responsiveness and travelling intentions and responsiveness and flow experience. Originality/value This study broadens the scope of extant tourism research by juxtaposing the effects of responsiveness and knowledge spillover on viewers’ travelling intentions in the TLS context. Practically, the findings provide valuable insights for streamers to conduct appropriate viewer–streamer interaction strategies by providing instant responses and tourism-related knowledge to viewers.