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Customer-to-Customer Real-Time Value Co-creation in Tourism Live Streaming: A Live Streamer Perspective

In: Information and Communication Technologies in Tourism 2024

Author

Listed:
  • Kaiti Shang

    (Bournemouth University)

  • Dimitrios Buhalis

    (Bournemouth University)

  • Daisy X. F. Fan

    (Bournemouth University)

  • Marcjanna Augustyn

    (Bournemouth University)

Abstract

Live streaming has emerged as a new medium for the creation and dissemination of travel experiences, product marketing and destination promotion. Empirical studies on live streamers’ motivations and travel behavior in tourism live streaming are currently under-explored. This study adopted a live streamer perspective and followed a qualitative approach to 1) explore the motivations and travel behaviour of live streamers in tourism, and 2) investigate the process of customer-to-customer real-time value co-creation of the live streamer with other stakeholders by drawing on the Porter-Lawler model. Findings provide in-depth understanding of live streamers’ motivations for engaging in tourism live streaming and the influence of viewers on live streamers. Recommendations are also offered to tourism live streaming platforms regarding how to develop a better incentive strategy for live streamers.

Suggested Citation

  • Kaiti Shang & Dimitrios Buhalis & Daisy X. F. Fan & Marcjanna Augustyn, 2024. "Customer-to-Customer Real-Time Value Co-creation in Tourism Live Streaming: A Live Streamer Perspective," Springer Proceedings in Business and Economics, in: Katerina Berezina & Lyndon Nixon & Aarni Tuomi (ed.), Information and Communication Technologies in Tourism 2024, pages 175-179, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-58839-6_19
    DOI: 10.1007/978-3-031-58839-6_19
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