Live-streaming community interaction effects on travel intention: the mediation role of sense of community and swift-guanxi

Wenkun Zhang (), Yanan Wang (), Tao Zhang () and Jinhua Chu ()
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Wenkun Zhang: Shandong Jiaotong University
Yanan Wang: Mokpo University
Tao Zhang: Yantai University
Jinhua Chu: Shandong Jiaotong University

Information Technology & Tourism, 2022, vol. 24, issue 4, No 3, 485-509

Abstract: Abstract The purpose of this paper is to explore whether the quality of interaction in the live streaming tourism community (interaction quality, swift-guanxi, sense of community) has a positive impact on travel intention. This paper collected 308 questionnaires and used structural equation models (SEMs) to test the relevant hypotheses. The main contributions of this article to the field of live streaming tourism are as follows: community interaction quality, swift-guanxi and the sense of community all significantly positively affect travel intention. Swift-guanxi will actively enhance members’ sense of community and thus promote their travel intention. This article is one of the first articles to explore the relationship between live streaming tourism, community interaction and travel intention. It enriches the theory of tourism management in the construction of online tourism communities and provides positive and valuable guidance for practical management activities.

Keywords: Live streaming tourism; Swift-guanxi; Sense of community; Community interaction; Travel intention (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s40558-022-00239-4

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