Purpose

The purpose of this study is to explore the factors influencing viewers’ engagement intention in travel live streaming (TLS) from a perceived value perspective.

Design/methodology/approach

This study used a mixed-methods approach. In Study 1, 48 semistructured interviews were analyzed based on grounded theory and perceived value theory, and a research framework was established to investigate the impact of viewers’ engagement intentions in TLS. In Study 2, partial least squares structural equation modeling (PLS-SEM) was used to empirically validate survey data from 255 TLS viewers.

Findings

Through an analysis of the interview content, it was found that the expertise and interaction of the live streamer in TLS as well as the immersion, aesthetics and novelty of the live streaming scene are key influencing factors that affect the engagement of TLS viewers. This finding was confirmed through empirical research.

Practical implications

This research provides practical suggestions for live streamers, TLS platforms and local government to increase viewer engagement. Specifically, it provides methods and directions for the individual improvement of live streamers, further promotes the development and construction of the platform and underscores the importance of government initiatives in policy support and regulatory framework development.

Originality/value

This study focuses on the less-researched field of TLS. Using a mixed-methods approach combining interviews and PLS-SEM, this study explores the key factors that affect the engagement of TLS viewers based on the characteristics of live streamers and live streaming scenes.

中文翻译：

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是什么推动了观众在旅游直播中的参与度：从感知价值角度看的混合方法研究

 目的

本研究的目的是从感知价值的角度探讨影响观众在旅游直播 （TLS） 中参与意愿的因素。

设计/方法/方法

本研究使用了混合方法。在研究 1 中，基于扎根理论和感知价值理论分析了 48 个半结构化访谈，并建立了一个研究框架来调查观众参与意向对 TLS 的影响。在研究 2 中，偏最小二乘结构方程模型 （PLS-SEM） 用于实证验证来自 255 名 TLS 查看器的调查数据。

 发现

通过对采访内容的分析，发现直播主在 TLS 中的专业知识和互动，以及直播场景的沉浸感、美感和新颖性是影响 TLS 观众参与度的关键影响因素。这一发现通过实证研究得到了证实。

 实际意义

这项研究为直播主、TLS 平台和地方政府提供了提高观众参与度的实用建议。具体来说，它为主播的个性化提升提供了方法和方向，进一步促进了平台的开发和建设，并强调了政府举措在政策支持和监管框架制定中的重要性。

 原创性/价值

本研究侧重于 TLS 研究较少的领域。本研究采用访谈和 PLS-SEM 相结合的混合方法，根据直播主播和直播场景的特征，探讨了影响 TLS 观众参与度的关键因素。