Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective

Document Type

Journal Article

Publication Title

Tourism Management

Volume

91

Publisher

Elsevier

School

School of Business and Law

RAS ID

43672

Funders

National Natural Science Foundation of China (Grant No. 41971182),

Humanities and Social Science Foundation of Ministry of Education of China (Grant No. 19YJAZH097)

Comments

Xie, C., Yu, J., Huang, S. S., & Zhang, J. (2022). Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective. Tourism Management, 91, 104513.

https://doi.org/10.1016/j.tourman.2022.104513

Abstract

Live streaming has become an important means for tourism product marketing in the internet age. However, from value-based marketing perspective, the value attributes and factors of tourism e-commerce live streaming (TEcLS) have not been clearly identified. Using a mixed-method approach and following value-based marketing theory, this study aims to identify a value-based marketing framework of TEcLS and empirically validated the framework. In Study 1, 11 basic live streaming attributes in 4 categories of value-based marketing of TEcLS were identified based on the analysis of TEcLS video data. In Study 2, a three-order factorial model, conceptualizing the value-based marketing framework of TEcLS, was identified and tested through two rounds of questionnaire surveys. This study provides new insights on value-based tourism marketing through live streaming as a technology-enabled tourism marketing tool from the live streamer perspective.

DOI

10.1016/j.tourman.2022.104513

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