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The Impact of Live Streamer's Performances on Viewer’s Engagement in Tourism Live Streaming
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Abstract
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.
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event
event