Virtual streamer and destination visitation: An attractiveness transfer perspective

Virtual streamer has been utilized in the field of destination marketing where it has gained considerable success. This study develops an emotional richness–streamer attractiveness–parasocial relationship (PSR)–destination attractiveness–visit intention framework to explain the effect of virtual streamers on destination visitation based on image transfer theory. A total of 400 valid responses were collected through a questionnaire and then analysed with partial least squares structural equation modelling. The results indicate that the emotional richness of virtual streamers increases the viewer's perception of the streamer's attractiveness. In turn, such attractiveness could transfer to the destination through the mediation of the PSR, which further arouses visit intention. Moreover, the results reveal the moderating effects of streamer type (AI vs. non-AI) and streamer–viewer gender congruity. This study not only contributes to the live-streaming and destination marketing literature but also offers several useful suggestions for practitioners.