Bu Naipeng, Li Ying, Li Yanan, Wang Kangping, Zhao Deyan, Jiao Xingwang, Li Tianruo
Business School, Shandong University, Weihai, China.
School of Tourism, Shandong Women's University, Jinan, China.
Sci Rep. 2025 Jan 17;15(1):2262. doi: 10.1038/s41598-025-85741-5.
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.
作为一种新颖的体验方式，旅游目的地直播受到了广泛关注，并对游客的出行决策产生了深远影响。本研究旨在验证目的地直播的有用性、真实性和互动性对游客决策过程的影响。基于刺激-机体-反应（S-O-R）理论，本研究将目的地直播的有用性、真实性和互动性视为“刺激”，临场感和信任视为“机体”，游客的出行决策视为“反应”。通过问卷调查，收集了274份有效数据，并运用SPSS 26.0和Amos 28.0软件进行结构方程模型分析，以评估目的地直播对游客出行决策的影响。研究结果表明，互动性和真实性均对游客的临场感产生积极影响。此外，这些直播的有用性、互动性和真实性也对观众的感知信任产生积极影响，进而提升他们的出行决策。本研究强调了有用性、真实性和互动性作为目的地直播中的外部刺激因素，阐明了它们对游客出行决策的影响，并有助于理解旅游行业中的直播现象。
