 Can “Live Streaming†Really Drive Visitors to the Destination? From the Aspect of “Social Presenceâ€Wenkun Zhang, Yanan Wang and Tao Zhang SAGE Open, 2021, vol. 11, issue 1, 21582440211006691 Abstract: The combination of live-streaming technology and tourism is an important development in the evolution of tourism experiences. Research on live-streaming tourism is becoming popular, but empirical studies on the relationship between live streaming and travel intention remain underexplored. The aim of this article is to determine whether live streaming has an impact on travel intention. This article collects 614 questionnaires and uses structural equation models (SEMs) to test the relevant hypotheses. This study makes some contributions to the literature on live-streaming tourism. First, it explains the relationship between live streaming and travel intention from the perspective of social presence: The presence of a destination image, the presence of an interaction, and the presence of production can effectively improve people’s trust and, in return, influence their travel intention. Second, this article verifies the role of trust in tourism management. This article is one of the earliest studies on the relationship between live streaming and travel intention, which has significance for the development of tourism management–related theories and practical management. Keywords: social presence; destination trust; visit intention; live-streaming tourism (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:11:y:2021:i:1:p:21582440211006691 DOI: 10.1177/21582440211006691 Access Statistics for this article More articles in SAGE Open |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.