Is broadcaster always effective in rural tourism promoting? The congruence effect of broadcaster–rural tour in live streaming

ABSTRACT In recent years, rural tourism promoting has experienced unusual development opportunities due to the positive effects of live streaming. Despite the previous literature emphasizing the importance of rural tourism live streams, the current study investigates the interaction effect between different types of broadcasters and rural tours on potential tourists’ travel intentions. Through a controlled experimental design with 194 participants, this study found that the congruence between broadcasters and rural tours significantly influences potential tourists’ travel intentions. Specifically, when villager (vs. celebrity) broadcasters recommend local culture tours in live streaming, potential tourists’ travel intentions are significantly higher, and this effect is mediated by internalization. On the other hand, when celebrity (vs. villager) broadcasters recommend natural ecology tours, potential tourists’ travel intentions are significantly higher, and this effect is caused by identification. This study contributes to the literature on rural tourism and provides practical implications for tourism marketers and broadcasters seeking to maximize the effectiveness of their promotion in live streaming.