Understanding Tourist Psychology in Travel Livestreaming: The Lens From Flow and Inspiration

IF 5.7 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Tourism Research Pub Date : 2025-08-12 DOI:10.1002/jtr.70099

Jingjing Wang, Christy Ying Ni Liu, C. Michael Hall, Zhengan Zhu, Sara Naderi Koupaei

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引用次数: 0

Abstract

The rise of livestreaming as a promotional tool has increasingly attracted scholars to focus on the impact of livestreaming on tourism destination marketing and tourists' psychology, including perception. This study examines the effect of informativeness and interactivity on tourist flow, inspiration, and travel intention in travel livestreaming. Through 344 valid survey-based data, this study empirically found that informativeness has a slightly stronger influence on flow and inspiration than interactivity. Compared to interactivity, informativeness has a stronger effect on travel intention. This study also found that flow and inspiration play positive mediation roles in travel livestreaming. This study contributes to developing inspiration theory and Media Richness theory, confirming that these theories are appropriate for understanding the underlying consumer behavior of livestreaming. Furthermore, this study also provides empirical evidence for managers to better understand how inspiration and flow connect livestreaming with visitor behavior.

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了解旅游直播中的游客心理：从流动和灵感的镜头

随着网络直播作为一种促销手段的兴起，越来越多的学者开始关注网络直播对旅游目的地营销和游客心理（包括感知）的影响。本研究考察了旅游直播中信息性和互动性对旅游流量、灵感和旅游意向的影响。通过344个有效的调查数据，本研究实证发现信息性对心流和灵感的影响略强于交互性。与互动性相比，信息性对旅游意愿的影响更大。本研究还发现，流量和灵感在旅游直播中起着正向的中介作用。本研究促进了灵感理论和媒体丰富度理论的发展，证实了这些理论对于理解直播的潜在消费者行为是合适的。此外，本研究也为管理者更好地理解灵感和流量如何将直播与访问者行为联系起来提供了经验证据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

9.00

自引率

4.30%

发文量

期刊介绍： International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.