Shared moments, lasting impressions: Experience co-creation via travel livestreaming

Centring on real-time interactivity and participatory features, this study explores the influence of travel livestreams on destination marketing. It investigates how the co-creation of experiences in travel livestreams can stimulate the desire of potential tourists to visit specific destinations by fostering destination trust and mystique. This investigation targets Chinese netizens, with a specific focus on livestream channels that are available in China, such as Douyin Live, Mafengwo Live, Fliggy Live, and others. Data were collected through an online survey questionnaire. 420 eligible responses were analysed through the Partial Least Squares Structural Equation Modelling method. The study delineates the mechanism of experience co-creation in travel livestreams. It also explains its consequential impact on destination marketing regarding trust, mystique, and desire. This study reveals that real-time interactivity is crucial for engaging viewers in experience co-creation in travel livestreams. It underscores the role of destination trust and mystique in promoting destination desire. Overall, this study yields fruitful insights for content creators, tourist attractions, and destination marketers to effectively use this innovative tool for marketing and promoting destination brands.