旅游直播是一把双刃剑吗？在线流量体验对旅游意向的矛盾影响

IF 8.2 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Travel & Tourism Marketing Pub Date : 2023-10-13 DOI:10.1080/10548408.2023.2293016

Qihua Liu, Liyang Xu, Wenting Feng, Jingyi Zhou, Yiran Li

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引用次数: 0

摘要

ABSTRACT 本研究采用混合方法调查了旅游直播（TLS）提供的流动体验对游客旅游意向的双重影响，以及这种影响在不同类型目的地之间的差异。研究结果表明，与管理者的预测不同，旅游直播带来的流动体验虽然可以通过灵感促进线下旅游，但也会增加游客对可替代性的担忧，从而降低他们的旅游意愿。直播者的专业知识会积极调节流量体验对灵感的积极影响。此外，负面影响在声誉卓著的文化目的地和声誉有限的自然目的地更为突出。

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Is tourism live streaming a double-edged sword? The paradoxical impact of online flow experience on travel intentions

ABSTRACT This study used a mixed method to investigate the dual effects of the flow experience provided by tourism live streaming (TLS) on tourists’ travel intentions and how such effects vary across different types of destinations. The results reveal that, in contrast to managers’ predictions, while flow experience from TLS may boost offline travel through inspiration, it can also increase tourists’ concern for substitutability and thereby reduce their travel intentions. Live streamers’ expertise positively moderates the positive effect of flow experience on inspiration. Furthermore, the negative impacts are more salient in highly reputable cultural destinations and natural destinations with limited reputation.

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来源期刊

Journal of Travel & Tourism Marketing HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

13.50

自引率

8.30%

发文量

期刊介绍： The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.