Where The Eye Goes,Where The Heart Goes? The Influence Mechanism Of Tourism Live Streaming Servicescape On Users’ Travel Intention

As an innovative marketing tool,tourism live streaming not only broadens the sales channels of tourism commodities,but also improves the convenience and efficiency of the transaction of tourism commodities.It is a significant opportunity to promote the highquality development of tourism by using tourism live streaming for tourism marketing.However,it is still unclear in academia and industry how tourism live streaming can stimulate viewers’ travel intention.Existing studies mainly focus on discussing the viewing motivation of tourism live streaming and the induction of the characteristics of tourism live streaming.In contrast,few scholars focus on the formation mechanism of users’ travel intention in tourism live streaming.Based on this,analyzing the influencing factors of tourism live streaming users’ travel intention contains excellent theoretical and practical significance.In this paper,a chain mediation model is constructed from the perspective of servicescape to explore the formation mechanism of travel intention of tourism live streaming users.Based on sorting out relevant research on servicescape,the connotation of tourism live streaming servicescape is clarified and divided into four dimensions: physical dimension,social dimension,symbolic dimension,and natural dimension,and the basic meaning of these four dimensions is expounded.Social presence and customer engagement were included as mediating variables based on the stimulus-organism-response model(SOR).The questionnaire survey method was adopted for data collection,and questionnaires were distributed and recovered through online platform Credamo.Finally,450 effective answers from users of tourism live streaming were collected.Data analysis software SPSS 22.0 and AMOS 21.0 were used for data processing,including descriptive statistical analysis,reliability and validity testing,etc.The chain mediation effect was tested using SPSS PROCESS Macro.The empirical analysis results show that:(1)Tourism live streaming servicescape is a second-order variable composed of four first-order variables: physical dimension,social dimension,symbolic dimension and natural dimension.(2)Tourism live streaming servicescape have a significant positive impact on the travel intention of users.(3)Social presence plays a mediating role in the positive impact of tourism live streaming servicescape on users’ travel intention.Customer engagement plays a mediating role in the positive impact of tourism live streaming servicescape on users’ travel intention.Social presence and customer engagement play a chain mediating role in the positive impact of tourism live streaming servicescape on users’ travel intention.The research conclusion emphasizes the importance of servicescape in tourism marketing and reveals the impact of tourism live streaming servicescape on users’ travel intentions.The research broadens the application of the stimulus-organism-response model,which is of great significance for promoting the upgrading of the tourism industry and updating tourism marketing.The research results clarify the tourism needs of tourism live streaming users,which in practice is conducive to promoting the industry to enhance tourism live streaming marketing,improve the level of tourism service,and provide feasible solutions to strengthen the function of tourism live streaming marketing.