Can “Live Streaming” Really Drive Visitors to the Destination? From the Aspect of “Social Presence”

The combination of live-streaming technology and tourism is an important development in the evolution experiences. Research on becoming popular, but empirical studies relationship between live streaming travel intention remain underexplored. aim this article to determine whether has impact intention. This collects 614 questionnaires uses structural equation models (SEMs) test relevant hypotheses. study makes some contributions literature tourism. First, it explains from perspective social presence: presence a destination image, interaction, production can effectively improve people’s trust and, return, influence their Second, verifies role management. one earliest intention, which significance for management–related theories practical