Abstract
Tourism live streaming has emerged as a promising business model for showcasing tourism products to a broad audience. However, streamers must retain viewers before effectively promoting commercial products. More research is needed to understand how the viewer base grows. This study used a social-technical perspective to decode the viewer experience and its potential for commercial success. Through a mixed-methods approach, we found that viewer experiences in tourism live streaming are immersive, multi-purpose, dynamic, and self-rewarding. This study introduced a new lens to understand how technology shapes social practices and provided practical suggestions to grow the audience for business goals.
| Original language | English |
|---|---|
| Pages (from-to) | 65-84 |
| Number of pages | 20 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 42 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2025 |
Bibliographical note
Publisher Copyright:© 2024 Informa UK Limited, trading as Taylor & Francis Group.
Keywords
- Tourism live streaming
- business life cycle
- information technology
- online viewer experience
- socio-technical lens
- synchronized online communication
- tourism marketing
- use experience