How does live streaming affect tourists’ intention — a psychology theory perspective
Abstract As a novel experiential approach, live streaming at tourist destinations has garnered significant attention and profoundly impacts tourists’ travel decisions. This study aims to validate the effects of usefulness, authenticity, and interactivity of destination live streams on the decision-m...
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| Format: | Article |
| Language: | English |
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Nature Portfolio
2025-01-01
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| Series: | Scientific Reports |
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| Online Access: | https://doi.org/10.1038/s41598-025-85741-5 |
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| author | Naipeng Bu Ying Li Yanan Li Kangping Wang Deyan Zhao Xingwang Jiao Tianruo Li |
| author_facet | Naipeng Bu Ying Li Yanan Li Kangping Wang Deyan Zhao Xingwang Jiao Tianruo Li |
| author_sort | Naipeng Bu |
| collection | DOAJ |
| description | Abstract As a novel experiential approach, live streaming at tourist destinations has garnered significant attention and profoundly impacts tourists’ travel decisions. This study aims to validate the effects of usefulness, authenticity, and interactivity of destination live streams on the decision-making process of tourists. Grounded in stimulus–organism–response (S-O-R) theory, this research identifies the usefulness, authenticity, and interactivity of destination live streams as the “stimulus,” while telepresence and trust as the “organism,” with tourists’ travel decisions as the “response.” Utilizing survey questionnaires, 274 valid data were collected and analyzed through structural equation modeling in SPSS 26.0 and Amos 28.0 software to assess the impact of destination live streams on tourists’ travel decisions. The findings reveal that both interactivity and authenticity positively influence tourists’ telepresence. Additionally, the usefulness, interactivity, and authenticity of these live streams also positively affect perceived trust among viewers, which subsequently enhances their travel decisions. This study highlights the usefulness, authenticity, and interactivity as external stimuli in destination live streams, elucidating their influence on tourists’ travel decisions and contributing to the understanding of the live streaming phenomenon within the tourism sector. |
| format | Article |
| id | doaj-art-486f34bd21334decae9773cce25e5d70 |
| institution | Kabale University |
| issn | 2045-2322 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Nature Portfolio |
| record_format | Article |
| series | Scientific Reports |
| spelling | doaj-art-486f34bd21334decae9773cce25e5d702025-01-19T12:21:05ZengNature PortfolioScientific Reports2045-23222025-01-0115111510.1038/s41598-025-85741-5How does live streaming affect tourists’ intention — a psychology theory perspectiveNaipeng Bu0Ying Li1Yanan Li2Kangping Wang3Deyan Zhao4Xingwang Jiao5Tianruo Li6Business School, Shandong UniversityBusiness School, Shandong UniversitySchool of Tourism, Shandong Women’s UniversityBusiness School, Shandong UniversityBusiness School, Qilu Institute of TechnologyBusiness School, Shandong UniversityFaculty of Hospitality and Tourism Management, Macau University of Science and TechnologyAbstract As a novel experiential approach, live streaming at tourist destinations has garnered significant attention and profoundly impacts tourists’ travel decisions. This study aims to validate the effects of usefulness, authenticity, and interactivity of destination live streams on the decision-making process of tourists. Grounded in stimulus–organism–response (S-O-R) theory, this research identifies the usefulness, authenticity, and interactivity of destination live streams as the “stimulus,” while telepresence and trust as the “organism,” with tourists’ travel decisions as the “response.” Utilizing survey questionnaires, 274 valid data were collected and analyzed through structural equation modeling in SPSS 26.0 and Amos 28.0 software to assess the impact of destination live streams on tourists’ travel decisions. The findings reveal that both interactivity and authenticity positively influence tourists’ telepresence. Additionally, the usefulness, interactivity, and authenticity of these live streams also positively affect perceived trust among viewers, which subsequently enhances their travel decisions. This study highlights the usefulness, authenticity, and interactivity as external stimuli in destination live streams, elucidating their influence on tourists’ travel decisions and contributing to the understanding of the live streaming phenomenon within the tourism sector.https://doi.org/10.1038/s41598-025-85741-5DestinationLive streamingTravel decisionS-O-R theory |
| spellingShingle | Naipeng Bu Ying Li Yanan Li Kangping Wang Deyan Zhao Xingwang Jiao Tianruo Li How does live streaming affect tourists’ intention — a psychology theory perspective Scientific Reports Destination Live streaming Travel decision S-O-R theory |
| title | How does live streaming affect tourists’ intention — a psychology theory perspective |
| title_full | How does live streaming affect tourists’ intention — a psychology theory perspective |
| title_fullStr | How does live streaming affect tourists’ intention — a psychology theory perspective |
| title_full_unstemmed | How does live streaming affect tourists’ intention — a psychology theory perspective |
| title_short | How does live streaming affect tourists’ intention — a psychology theory perspective |
| title_sort | how does live streaming affect tourists intention a psychology theory perspective |
| topic | Destination Live streaming Travel decision S-O-R theory |
| url | https://doi.org/10.1038/s41598-025-85741-5 |
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