Chi, YidanWang, DanPan, Bing2024-04-262024-04-26https://hdl.handle.net/20.500.14394/49521<p><em><strong>Yidan Chi</strong> </em>is a Ph.D. candidate at the School of Hotel and Tourism Management, Hong Kong Polytechnic University. Her research interests include tourism technology and its applications in the tourism and hospitality area.</p> <p><em><strong>Dan Wang</strong> </em>is an Associate Professor at the School of Hotel and Tourism Management, Hong Kong Polytechnic University. Her interests focus on tourist behavior, mobile technology, and destination marketing.</p> <p><em><strong>Bing Pan</strong></em> is a Professor in the Department of Recreation, Park, and Tourism Management at the Pennsylvania State University. He is also a faculty affiliate of the Institute for Computational Data Sciences and the Graduate Program in Social Data Analytics. His research interests focus on data analytics and big data in tourism and parks, destination marketing, and the benefits of travel.</p>Tourism live streaming (TLS) is an innovative technology-enabled phenomenon in tourism (Deng, Benckendorff, & Wang, 2019). With its advantages in synchronous communications, TLS has been largely applied to promote destination and tourism products (Yang, Zeng, Liu, & Li, 2022). Notably, the impact of TLS depends on viewer engagement levels in live streamer's sightseeing. However, the relationship between live streamers and viewers has yet to be explored in TLS literature. In contrast, most studies examined live streamers and viewers independently with self-reported methods (e.g., interviews and surveys). To date, the impact of live streamer performance on real-time viewer engagement behaviors remains unknown. Therefore, this study aims to explore viewers' engagement behaviors toward live streamer's performances. The study will enrich the knowledge of live streamer-viewer relationships and provide important implications for enhancing viewer's engagement behaviors in TLS sessions.event