Virtual streamer and destination visitation: An attractiveness transfer perspective

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Destination Marketing & Management Pub Date : 2024-07-13 DOI:10.1016/j.jdmm.2024.100922

Zhongyuan Zhou , Si Wen , Ting (Tina) Li , Xianfeng Zhang , Ming Chi

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Abstract

Virtual streamer has been utilized in the field of destination marketing where it has gained considerable success. This study develops an emotional richness–streamer attractiveness–parasocial relationship (PSR)–destination attractiveness–visit intention framework to explain the effect of virtual streamers on destination visitation based on image transfer theory. A total of 400 valid responses were collected through a questionnaire and then analysed with partial least squares structural equation modelling. The results indicate that the emotional richness of virtual streamers increases the viewer's perception of the streamer's attractiveness. In turn, such attractiveness could transfer to the destination through the mediation of the PSR, which further arouses visit intention. Moreover, the results reveal the moderating effects of streamer type (AI vs. non-AI) and streamer–viewer gender congruity. This study not only contributes to the live-streaming and destination marketing literature but also offers several useful suggestions for practitioners.

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虚拟流媒体与目的地游客：吸引力转移视角

虚拟流媒体已被用于目的地营销领域，并取得了相当大的成功。本研究以形象转移理论为基础，建立了情感丰富度--流媒体吸引力--准社会关系（PSR）--目的地吸引力--访问意向的框架，以解释虚拟流媒体对目的地访问量的影响。通过问卷调查共收集了 400 份有效答卷，然后利用偏最小二乘法结构方程模型进行了分析。结果表明，虚拟流媒体丰富的情感会增加观众对流媒体吸引力的感知。反过来，这种吸引力又会通过 PSR 的中介作用转移到目的地，从而进一步激发访问意向。此外，研究结果还揭示了流媒体类型（人工智能与非人工智能）和流媒体与观众性别一致性的调节作用。这项研究不仅为直播和目的地营销文献做出了贡献，还为从业人员提供了一些有用的建议。

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.