Customer-to-Customer Real-Time Value Co-creation in Tourism Live Streaming: A Live Streamer Perspective

被引：0

作者：

Shang, Kaiti ^{[1
]}

Buhalis, Dimitrios ^{[1
]}

Fan, Daisy X. F. ^{[1
]}

Augustyn, Marcjanna ^{[1
]}

机构：

[1] Bournemouth Univ, Poole BH12 5BB, Dorset, England

来源：

INFORMATION AND COMMUNICATION TECHNOLOGIES IN TOURISM 2024, ENTER 2024 | 2024年

关键词：

Live streamer; Travel behavior; Co-creation; Value; Customer to customer;

D O I：

10.1007/978-3-031-58839-6_19

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

Live streaming has emerged as a new medium for the creation and dissemination of travel experiences, product marketing and destination promotion. Empirical studies on live streamers' motivations and travel behavior in tourism live streaming are currently under-explored. This study adopted a live streamer perspective and followed a qualitative approach to 1) explore the motivations and travel behaviour of live streamers in tourism, and 2) investigate the process of customer-to-customer real-time value co-creation of the live streamer with other stakeholders by drawing on the Porter-Lawler model. Findings provide in-depth understanding of live streamers' motivations for engaging in tourism live streaming and the influence of viewers on live streamers. Recommendations are also offered to tourism live streaming platforms regarding how to develop a better incentive strategy for live streamers.

引用

页码：175 / 179

页数：5

共 38 条

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