Facilitating presence to cocreation: a stimulation configuration perspective on travel livestreaming

Xinyi Liu, Ying Zeng, Xinyuan Zhang and Zhiyong Li

Current Issues in Tourism, 2024, vol. 27, issue 20, 3286-3312

Abstract: Drawing upon presence theory, this study seeks to unravel the critical determinants converting engagement into value cocreation in travel livestreaming. To configure an optimal path for real-time interaction, live room setting, and product attributes in livestreaming via viewers’ sense of presence, we performed a scenario-based quasi-experiment with four alternative models. Model 1 elucidated the direct influence mechanism how real-time interaction, authenticity, and remuneration evoke value cocreation, while Model 2 reflected the moderation impact of the objective attributes between communication behaviours and value cocreation. Model 3 and Model 4 incorporated viewers’ physical and social presence into assessments as mediators. The results reveal that communication behaviours psychologically drive viewers’ sense of presence, thereby leading to value cocreation, while objective attributes moderate the subjective consciousness of presence. The research positions insightful theoretical implications to thrust value co-creation of tourism academia spotlight and practically contributes to promoting sales performance in the nascent tourism market.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2023.2261065 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:27:y:2024:i:20:p:3286-3312

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20

DOI: 10.1080/13683500.2023.2261065

Access Statistics for this article

Current Issues in Tourism is currently edited by Jennifer Tunstall

More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().