Author Bios (50 Words for each Author)

Pei Zhang is an Assistant Professor in the Department of Retailing and Tourism Management, University of Kentucky. Her research focuses on value co-creation and technology infiltrations in hospitality and tourism. Her work has been published in top-tier journals such as Journal of Travel Research and International Journal of Hospitality Management.

Mengtian Jiang (Ph.D., Michigan State University) is an Assistant Professor in the Department of Integrated Strategic Communication at the University of Kentucky. Her research focuses on exploring consumer responses to digital persuasive messages, such as electronic word of mouth, native advertising, and influencer marketing.

Ye Shen is an Assistant Professor in the Department of Experience Industry Management at California Polytechnic State University, San Luis Obispo. She completed her Ph.D. in Management at the University of Guelph in Canada and received her master’s degree in urban and regional planning at Peking University. Her research focuses on tourism experience design, experiential marketing, and technology applications in tourism and hospitality.

Abstract (150 Words)

The research investigates a novel and alternative form of tourism, namely, live-streaming tourism (LST). Live-streaming tourism empowers individuals to experience new destinations at home without the risks associated with large-scale travel. Meanwhile, it boosts the economy by enabling destinations and micro-entrepreneurs to launch an alternative business model and create new employment opportunities. Specifically, the current study proposes and tests a conceptual model of viewers’ motivations and consequences of using live-streaming tourism based on the United Theory of Acceptance and Use of Technology 2.0 (UTAUT2). We explore how existing UTAUT2 antecedents, together with newly incorporated LST antecedents, affect viewers’ reuse and Word-of-Mouth intention of LST through the mediated effect of co-creation value. We adopt an online survey method to collect an estimated sample of 1000 viewers who have participated in live-streaming tourism in the past twelve months.

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Taking your next vacation from home: Motivations and impacts of using live-streaming tourism

The research investigates a novel and alternative form of tourism, namely, live-streaming tourism (LST). Live-streaming tourism empowers individuals to experience new destinations at home without the risks associated with large-scale travel. Meanwhile, it boosts the economy by enabling destinations and micro-entrepreneurs to launch an alternative business model and create new employment opportunities. Specifically, the current study proposes and tests a conceptual model of viewers’ motivations and consequences of using live-streaming tourism based on the United Theory of Acceptance and Use of Technology 2.0 (UTAUT2). We explore how existing UTAUT2 antecedents, together with newly incorporated LST antecedents, affect viewers’ reuse and Word-of-Mouth intention of LST through the mediated effect of co-creation value. We adopt an online survey method to collect an estimated sample of 1000 viewers who have participated in live-streaming tourism in the past twelve months.