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The Impacts of Live-Streaming Farm Tour on Psychological Well-Being and Behavioral Intentions

Abstract
Live-streaming tours allow people to visit destinations without leaving their homes, and it has rapid growth. This research aims to identify the key features of a live-streaming farm tour; to examine the relationship between the features, perceived value, satisfaction, and outcomes (i.e., psychological well-being, intention to recommend the virtual tour, intention to visit the farm, and intention to buy the farm products), and to propose a framework for designing live-streaming farm tours. First, a total of 2,577 reviews from the platform Airbnb Online Experience were analyzed using Leximancer. Second, two-round pilot tests were conducted with 70 participants who joined the live-streaming farm tour. Third, a framework was proposed and will be tested using structural equation modeling. This research will extend the literature by investigating the value-creation process in the context of live-streaming tours. The identified features, including interactivity, authenticity, presence, and hosts give insights into the design of this new form of tour.
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