Kim Minseong
Department of Management & Marketing, College of Business, Louisiana State University Shreveport, Shreveport, LA 71115, USA.
Behav Sci (Basel). 2023 Nov 20;13(11):953. doi: 10.3390/bs13110953.
This study investigates the use of live streaming as a strategic tool in the tourism industry, with a focus on the attributes of live streamers that influence viewer engagement, particularly in the context of South Korea's digital landscape. The purpose of this research is to understand how the attractiveness, trustworthiness, and expertise of live streamers can affect the parasocial relationships-characterized by perceived friendship and trust-between viewers and streamers and how these relationships subsequently influence viewer loyalty and cooperation intentions. A quantitative research methodology was employed, utilizing a structured online survey distributed by a leading market research agency in South Korea. The survey targeted a diverse demographic to ensure a comprehensive analysis of digital consumer behavior in the tourism sector. Data were analyzed using IBM SPSS Statistics 28.0 and IBM SPSS Amos 28.0, employing structural equation modeling to test the hypothesized relationships. The results revealed that while attractiveness and trustworthiness impact perceived friendship, only expertise significantly affects trust for a travel live streamer. Furthermore, perceived friendship plays a crucial role in fostering loyalty to and cooperation with the streamer, having practical implications for the tourism industry in terms of crafting marketing strategies and training digital ambassadors. Th study extends parasocial interaction theory to the digital travel domain, providing original insights into virtual tourist behavior and highlighting live streaming's significant contribution to viewer engagement. This research has limitations in its geographical focus on South Korea, suggesting the need for cross-cultural studies to validate the findings. Overall, this study offers valuable contributions to the academic literature and practical guidance for the tourism industry, emphasizing the importance of digital personalities in post-pandemic tourism recovery strategies.
本研究调查了直播在旅游业中作为一种战略工具的应用，重点关注影响观众参与度的主播属性，特别是在韩国数字环境的背景下。本研究的目的是了解主播的吸引力、可信度和专业知识如何影响观众与主播之间以感知到的友谊和信任为特征的准社会关系，以及这些关系随后如何影响观众的忠诚度和合作意愿。采用了定量研究方法，利用韩国一家领先的市场研究机构分发的结构化在线调查。该调查针对不同的人群，以确保对旅游部门的数字消费者行为进行全面分析。使用IBM SPSS Statistics 28.0和IBM SPSS Amos 28.0对数据进行分析，采用结构方程模型来检验假设的关系。结果显示，虽然吸引力和可信度会影响感知到的友谊，但只有专业知识会显著影响对旅游主播的信任。此外，感知到的友谊在培养对主播的忠诚度和合作方面起着关键作用，这对旅游业制定营销策略和培训数字大使具有实际意义。该研究将准社会互动理论扩展到数字旅游领域，为虚拟游客行为提供了独到的见解，并突出了直播对观众参与度的重大贡献。本研究在地理上聚焦于韩国存在局限性，这表明需要进行跨文化研究来验证研究结果。总体而言，本研究为学术文献做出了宝贵贡献，并为旅游业提供了实践指导，强调了数字人物在疫情后旅游复苏战略中的重要性。
