Can environmental science popularization of tourism live streaming stimulate potential tourists’ pro-environmental behavior intentions? A construal level theory analysis

The updated iteration of social media provides new possibilities for mitigating environmental problems. To further clarify the environmental value of emerging social media, based on the construal level theory, this study investigated the tourism live streaming of environmental science popular, with presence as a boundary condition. This study constructed a theoretical model of the influence of the streamer interpretation service on the pro-environmental behavior intentions of potential tourists. After conducting a linear regression analysis on 428 randomly sampled questionnaires, it was found that: streamer interpretation service can not only directly stimulate pro-environmental behavior intentions, but also indirectly stimulate pro-environmental behavior intentions through psychological proximity which encompasses cognitive proximity and emotional proximity. Presence can enhance the influence of the streamer interpretation service on psychological proximity, and ultimately affect the pro-environmental behavior intentions. The research results enrich the research on the relationship between emerging social media and potential tourists' pro-environmental behavior.