Shared moments, lasting impressions: Experience co-creation via travel livestreaming

IF 7.6 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Hospitality and Tourism Management Pub Date : 2024-03-01 DOI:10.1016/j.jhtm.2024.02.005

Pei-San Lo , Garry Wei-Han Tan , Eugene Cheng-Xi Aw , Keng-Boon Ooi

{"title":"Shared moments, lasting impressions: Experience co-creation via travel livestreaming","authors":"Pei-San Lo , Garry Wei-Han Tan , Eugene Cheng-Xi Aw , Keng-Boon Ooi","doi":"10.1016/j.jhtm.2024.02.005","DOIUrl":null,"url":null,"abstract":"<div><p>Centring on real-time interactivity and participatory features, this study explores the influence of travel livestreams on destination marketing. It investigates how the co-creation of experiences in travel livestreams can stimulate the desire of potential tourists to visit specific destinations by fostering destination trust and mystique. This investigation targets Chinese netizens, with a specific focus on livestream channels that are available in China, such as Douyin Live, Mafengwo Live, Fliggy Live, and others. Data were collected through an online survey questionnaire. 420 eligible responses were analysed through the Partial Least Squares Structural Equation Modelling method. The study delineates the mechanism of experience co-creation in travel livestreams. It also explains its consequential impact on destination marketing regarding trust, mystique, and desire. This study reveals that real-time interactivity is crucial for engaging viewers in experience co-creation in travel livestreams. It underscores the role of destination trust and mystique in promoting destination desire. Overall, this study yields fruitful insights for content creators, tourist attractions, and destination marketers to effectively use this innovative tool for marketing and promoting destination brands.</p></div>","PeriodicalId":51445,"journal":{"name":"Journal of Hospitality and Tourism Management","volume":null,"pages":null},"PeriodicalIF":7.6000,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S1447677024000123/pdfft?md5=f5e901d06310aa5ac6c630f5dfb14883&pid=1-s2.0-S1447677024000123-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality and Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1447677024000123","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

引用次数: 0

Abstract

Centring on real-time interactivity and participatory features, this study explores the influence of travel livestreams on destination marketing. It investigates how the co-creation of experiences in travel livestreams can stimulate the desire of potential tourists to visit specific destinations by fostering destination trust and mystique. This investigation targets Chinese netizens, with a specific focus on livestream channels that are available in China, such as Douyin Live, Mafengwo Live, Fliggy Live, and others. Data were collected through an online survey questionnaire. 420 eligible responses were analysed through the Partial Least Squares Structural Equation Modelling method. The study delineates the mechanism of experience co-creation in travel livestreams. It also explains its consequential impact on destination marketing regarding trust, mystique, and desire. This study reveals that real-time interactivity is crucial for engaging viewers in experience co-creation in travel livestreams. It underscores the role of destination trust and mystique in promoting destination desire. Overall, this study yields fruitful insights for content creators, tourist attractions, and destination marketers to effectively use this innovative tool for marketing and promoting destination brands.

查看原文本刊更多论文

共同的时刻，永恒的印象：通过旅行直播共同创造体验

本研究以实时互动性和参与性为中心，探讨了旅游直播对目的地营销的影响。它探讨了旅游直播中的共同创造体验如何通过促进目的地信任感和神秘感来激发潜在游客访问特定目的地的欲望。本次调查以中国网民为对象，重点关注中国的直播频道，如斗鱼直播、马蜂窝直播、Fliggy直播等。数据通过在线调查问卷收集。通过偏最小二乘法结构方程模型对 420 份符合条件的答卷进行了分析。本研究描述了旅游直播中的体验共创机制。研究还解释了其在信任、神秘感和欲望方面对目的地营销的影响。本研究揭示了实时互动对于吸引观众参与旅游直播中的体验共创至关重要。它强调了目的地信任和神秘感在促进目的地欲望方面的作用。总之，本研究为内容创作者、旅游景点和目的地营销人员提供了富有成效的见解，以有效利用这一创新工具营销和推广目的地品牌。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Hospitality and Tourism Management Multiple-

CiteScore

13.30

自引率

8.40%

发文量

177

审稿时长

45 days

期刊介绍： Journal Name: Journal of Hospitality and Tourism Management Affiliation: Official journal of CAUTHE (Council for Australasian Tourism and Hospitality Education Inc.) Scope: Broad range of topics including: Tourism and travel management Leisure and recreation studies Emerging field of event management Content: Contains both theoretical and applied research papers Encourages submission of results of collaborative research between academia and industry.