Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective
School of Business and Law
National Natural Science Foundation of China (Grant No. 41971182),
Humanities and Social Science Foundation of Ministry of Education of China (Grant No. 19YJAZH097)
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.