The effects of tourists’ digital attachment on behavioural intention in live-streaming tourism

Yongguang Zou, Jinjin Liao and Dan Jin

Current Issues in Tourism, 2025, vol. 28, issue 17, 2803-2824

Abstract: Live-streaming tourism emerged as an innovative form of socio-technical tourism. This research explores the nexus between the digital technology experiences of tourists engaged in live-streaming tourism and behavioural intentions. Study 1 relied on social media dependence theory to analyze the impact of digital attachment on usage intention and explored tourists’ willingness to use digital technology. The results indicate that digital attachment comprises digital addiction, self-connection with digital technology, digital involvement, and social connection through digital technology. Study 2 blended trust and risk theory and technology acceptance models to strengthen these insights through a quantitative study involving tourists in live-streaming tourism. The results show that tourists’ perceived value (usefulness and ease of use) mediates the relationship between tourists’ digital attachment and behavioural intention. Despite the risks encountered in live-streaming tourism, results suggest that these risks do not significantly sway tourists’ behavioural intentions. The research highlights that the engagement and connection achieved via participation in live-streaming tourism can lessen perceived risks and bolster subjective trust, thus influencing their behavioural intentions.

Date: 2025
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DOI: 10.1080/13683500.2024.2381246

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