The Influence Mechanism Of Tourism Live-streaming On Users’ Tourism Intention From The Perspective Of IT Affordance

The COVID-19 Pandemic has caused a huge impact on China’s tourism market,with a sharp drop in the number of tourists and the arrival of a cold winter of tourism economy.On the contrary,the live streaming industry is in a hot state,and the development of tourism live-streaming is in full swing.Tourism live-streaming can effectively alleviate the public demand for tourism.It is an important mean to tap potential tourists.How to make good use of tourism live-streaming marketing has become the focus of tourism practitioners.However,most of the current research on tourism live-streaming focuses on the realization of tourism live-streaming technology,and few researches on in-depth exploration of the marketing function of tourism live-streaming.Based on this,it is of great theoretical significance and practical enlightenment to explore the internal mechanism of tourism live-streaming on the formation of users’ tourism intentions.On the basis of reviewing and summarizing the literature related to tourism live-streaming and tourism intention,this study combines affordance theory,presence theory,flow theory,construal level theory,etc.,from the perspective of IT affordance.Three dimensions of IT affordance(visibility,metavoicing,tourism guidance),two dimensions of presence(telepresence,social presence),flow,psychological distance and other variables were introduced to construct the theoretical model.In this study,433 people from all over China were selected as the survey objects through the online questionnaire distribution platform.The questionnaire included IT affordance scale,presence scale,flow scale,psychological distance scale and tourism intention scale.SPSS was used for exploratory factor analysis,descriptive demographic analysis,reliability analysis,validity analysis and hierarchical regression analysis.AMOS21.0 was used for confirmatory factor analysis.The results showed that :(1)IT affordance(visibility,metavoicing,tourism guidance)had a significant positive effect on presence(telepresence,social presence);(2)IT affordance(visibility,metavoicing,tourism guidance),presence(telepresence,social presence)and flow had significant positive effects on tourism intention;(3)Presence and flow play a mediating role in the relationship between IT affordance and tourism intention;(5)Psychological distance plays a positive moderating role between flow and tourism intention.On the one hand,this study reveals the relationship between the tourism live-streaming IT affordance and tourism intention.With the combination of presence theory and flow theory,and construal level theory,this paper expounds the trigger in the course of users watch the tourism live-streaming in the specific process of tourism intention.It expands the application range of affordance theory,enrich the researches of tourism live-streaming,tourism intentions.On the other hand,this study is helpful for tourism practitioners to explore potential tourists and restore the vitality of tourism market.