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Understanding Tourist Psychology in Travel Livestreaming : The Lens From Flow and Inspiration

Wang, Jingjing ; Liu, Christy Ying Ni ; Hall, C. Michael LU ; Zhu, Zhengan and Koupaei, Sara Naderi (2025) In International Journal of Tourism Research 27(4).
Abstract

The rise of livestreaming as a promotional tool has increasingly attracted scholars to focus on the impact of livestreaming on tourism destination marketing and tourists' psychology, including perception. This study examines the effect of informativeness and interactivity on tourist flow, inspiration, and travel intention in travel livestreaming. Through 344 valid survey-based data, this study empirically found that informativeness has a slightly stronger influence on flow and inspiration than interactivity. Compared to interactivity, informativeness has a stronger effect on travel intention. This study also found that flow and inspiration play positive mediation roles in travel livestreaming. This study contributes to developing... (More)

The rise of livestreaming as a promotional tool has increasingly attracted scholars to focus on the impact of livestreaming on tourism destination marketing and tourists' psychology, including perception. This study examines the effect of informativeness and interactivity on tourist flow, inspiration, and travel intention in travel livestreaming. Through 344 valid survey-based data, this study empirically found that informativeness has a slightly stronger influence on flow and inspiration than interactivity. Compared to interactivity, informativeness has a stronger effect on travel intention. This study also found that flow and inspiration play positive mediation roles in travel livestreaming. This study contributes to developing inspiration theory and Media Richness theory, confirming that these theories are appropriate for understanding the underlying consumer behavior of livestreaming. Furthermore, this study also provides empirical evidence for managers to better understand how inspiration and flow connect livestreaming with visitor behavior.

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Please use this url to cite or link to this publication:
author
; ; ; and
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
flow, informativeness, inspiration, interactivity, travel livestreaming
in
International Journal of Tourism Research
volume
27
issue
4
article number
e70099
publisher
John Wiley & Sons Inc.
external identifiers
  • scopus:105013321084
ISSN
1099-2340
DOI
10.1002/jtr.70099
language
English
LU publication?
yes
id
08aa74ed-2849-4f8c-848b-599d38e3cef4
date added to LUP
2025-11-11 10:24:07
date last changed
2025-11-11 10:25:15
@article{08aa74ed-2849-4f8c-848b-599d38e3cef4,
  abstract     = {{<p>The rise of livestreaming as a promotional tool has increasingly attracted scholars to focus on the impact of livestreaming on tourism destination marketing and tourists' psychology, including perception. This study examines the effect of informativeness and interactivity on tourist flow, inspiration, and travel intention in travel livestreaming. Through 344 valid survey-based data, this study empirically found that informativeness has a slightly stronger influence on flow and inspiration than interactivity. Compared to interactivity, informativeness has a stronger effect on travel intention. This study also found that flow and inspiration play positive mediation roles in travel livestreaming. This study contributes to developing inspiration theory and Media Richness theory, confirming that these theories are appropriate for understanding the underlying consumer behavior of livestreaming. Furthermore, this study also provides empirical evidence for managers to better understand how inspiration and flow connect livestreaming with visitor behavior.</p>}},
  author       = {{Wang, Jingjing and Liu, Christy Ying Ni and Hall, C. Michael and Zhu, Zhengan and Koupaei, Sara Naderi}},
  issn         = {{1099-2340}},
  keywords     = {{flow; informativeness; inspiration; interactivity; travel livestreaming}},
  language     = {{eng}},
  number       = {{4}},
  publisher    = {{John Wiley & Sons Inc.}},
  series       = {{International Journal of Tourism Research}},
  title        = {{Understanding Tourist Psychology in Travel Livestreaming : The Lens From Flow and Inspiration}},
  url          = {{http://dx.doi.org/10.1002/jtr.70099}},
  doi          = {{10.1002/jtr.70099}},
  volume       = {{27}},
  year         = {{2025}},
}