Streaming

Shang, Kaiti; Fan, Daisy X.F.; Buhalis, Dimitrios

doi:10.4337/9781800377486.streaming

Cited by 1 publication

(1 citation statement)

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“…Especially after the COVID‐19 pandemic, technology‐enabled travel experiences are creating value together with supporting travelers at all stages before, during and after the trip (Buhalis, 2020). For example, livestreaming (Li et al, 2022; Shang et al, 2022; Shen et al, 2022), Virtual tours (Yang et al, 2023), Metaverse (Go & Kang, 2023; Dwivedi et al, 2022; Buhalis et al, 2023), etc. TikTok ranks among the most distinguished technology‐enabled travel platforms, offering a range of unique features setting it apart from other social media platforms.…”

Section: Introductionmentioning

confidence: 99%

Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention

Zhu,

Fong,

et al. 2023

Journal of Tourism Research

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Drawn upon Telepresence theory, this study aims to identify the relationships between existential authenticity, celebrity attachment, telepresence, and travel intention in the short video experience. Survey results show that existential authenticity fosters user attachment to celebrity and then travel intention, but has no impact on telepresence which is also not related to travel intention; Furthermore, celebrity attachment enhances travel intention. Although existential authenticity has no effect on telepresence, celebrity attachment mediates the relationship between existential authenticity and telepresence. This study offers insights to both scholars and practitioners, informing strategies for enhancing destination competitiveness through TikTok marketing campaigns.

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