Affiliation:
1. Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, USA
2. Tourism Management Department, Business School, Minnan Normal University, Zhangzhou, Fujian, China
Abstract
Based on affordance theory, this study proposes the attributes of live streaming tourism (enjoyment, escapism, social presence, synchronism, self-presentation, social interaction, and utility) and examines their impacts on consumers’ attitudes and behavioral intentions concerning tourism destinations. In this study, data were collected from 985 respondents to cross-validate the proposed theoretical model using three distinct approaches: an experimental design, a cross-sectional survey on memory recall experiences, and cross-cultural (US vs. Chinese) sample comparisons. Multi-group PLS-SEM results indicated that Chinese tourists emphasized social presence in live streaming tourism, whereas US tourists ascribed more value to synchronism in live streaming tourism than their Chinese counterparts. Self-presentation and utility were two robust factors in live streaming tourism that influenced tourists’ visiting intentions. In the recollection of live streaming tourism experiences, self-presentation, synchronicity, and utility were critical factors that led to positive outcomes for tourism destinations. However, in the study’s experiments, escape, self-presentation, and social plkkresence were the most important factors that affected tourists’ behaviors.
Funder
Fujian Provincial Federation of Social Sciences
Subject
Tourism, Leisure and Hospitality Management,Transportation,Geography, Planning and Development