Purpose

This study aims to identify a value co-creation framework for live streaming through tourism scenes (LStTS). It also clarifies the value attributes of LStTS and makes an empirical test.

Design/methodology/approach

The study used a mixed-method approach. In Study 1, a total of 12,216 pieces of viewers’ comments and ten web news reports were coded and analyzed employing a grounded theory approach. In Study 2, data were collected from 587 Douyin e-commerce users. Exploratory factor analysis and partial least squares structural equation modeling were used to test the value co-creation framework of LStTS.

Findings

In Study 1, six value attributes in three categories were identified based on a content analysis of viewers’ comments. In Study 2, a three-order factorial model of value co-creation in LStTS was identified and tested.

Research limitations/implications

Our study is limited by the preponderance of female respondents in the sample and the unique nature of the research context.

Practical implications

Merchants and streamers should consider whether there is a fit between the merchandise and the tourism scene when selecting the tourism scene for live streaming marketing; they can select novel and beautiful natural tourism scenes to attract viewers. Detailed and comprehensive product information should be provided in the process of live streaming marketing and sharing with consumers.

Originality/value

The novelty of our study lies in the provision of a new value co-creation framework in LStTS, which offers a theoretical basis for analyzing the value of the tourism scene in live streaming marketing.

中文翻译：

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旅游场景直播中的价值共创：情境营销视角

 目的

本研究旨在确定一个通过旅游场景进行直播 （LStTS） 的价值共创框架。它还阐明了 LStTS 的值属性并进行了实证检验。

设计/方法/方法

该研究使用了混合方法。在研究 1 中，共 12,216 条观众评论和 10 篇网络新闻报道采用扎根理论方法进行了编码和分析。在研究 2 中，从 587 名抖音电子商务用户那里收集了数据。采用探索性因子分析和偏最小二乘结构方程模型来检验 LStTS 的价值共创框架。

 发现

在研究 1 中，根据对观众评论的内容分析，确定了三个类别的六个价值属性。在研究 2 中，确定并测试了 LStTS 中价值共创的三阶因子模型。

研究局限性/影响

我们的研究受到样本中女性受访者占多数和研究背景的独特性质的限制。

 实际意义

商家和主播在选择旅游场景进行直播营销时，应考虑商品与旅游场景是否契合;他们可以选择新颖美丽的自然旅游景点来吸引观众。在直播营销和与消费者分享的过程中，应提供详细全面的产品信息。

 原创性/价值

我们研究的新颖性在于在 LStTS 中提供了一个新的价值共创框架，为分析直播营销中旅游场景的价值提供了理论基础。