Customer-to-Customer Real-Time Value Co-creation in Tourism Live Streaming: A Live Streamer Perspective

Kaiti Shang (), Dimitrios Buhalis (), Daisy X. F. Fan () and Marcjanna Augustyn ()
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Kaiti Shang: Bournemouth University
Dimitrios Buhalis: Bournemouth University
Daisy X. F. Fan: Bournemouth University
Marcjanna Augustyn: Bournemouth University

A chapter in Information and Communication Technologies in Tourism 2024, 2024, pp 175-179 from Springer

Abstract: Abstract Live streaming has emerged as a new medium for the creation and dissemination of travel experiences, product marketing and destination promotion. Empirical studies on live streamers’ motivations and travel behavior in tourism live streaming are currently under-explored. This study adopted a live streamer perspective and followed a qualitative approach to 1) explore the motivations and travel behaviour of live streamers in tourism, and 2) investigate the process of customer-to-customer real-time value co-creation of the live streamer with other stakeholders by drawing on the Porter-Lawler model. Findings provide in-depth understanding of live streamers’ motivations for engaging in tourism live streaming and the influence of viewers on live streamers. Recommendations are also offered to tourism live streaming platforms regarding how to develop a better incentive strategy for live streamers.

Keywords: Live streamer; Travel behavior; Co-creation; Value; Customer to customer (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-58839-6_19

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DOI: 10.1007/978-3-031-58839-6_19

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