Research on Consumer Behavior in Live Broadcast of Cultural Tourism---Taking Oriental Selection Tourism Live as an Example

Yuhang Wang ()
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Yuhang Wang: Thonburi University, Faculty of Business Administration

A chapter in Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), 2024, pp 736-749 from Springer

Abstract: Abstract This study takes Oriental Selection as a case to explore the consumer behavior in the live broadcast of cultural tourism and the characteristics behind the Oriental Selection marketing model. The study found that the anchor plays a central role in the live broadcast of the cultural tourism, which can directly affect the behavior and attitude of the audience. Similarly, audience comments are also very important, not only for feedback on products and services, but also for emotional communication between the audience and the anchor, other audiences, and destinations. In addition, the integration of cultural elements in the live broadcast of cultural tourism further strengthens the emotional resonance between the audience and the product, and enhances the audience 's willingness to buy. This study reveals the important influence of live broadcast mode on consumer behavior, and provides a new theoretical reference for the marketing strategy of cultural tourism industry.

Keywords: cultural tourism live broadcast; consumer behavior; interactive (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-441-9_62

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DOI: 10.2991/978-94-6463-441-9_62

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