期刊
TOURISM MANAGEMENT
卷 91, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2022.104513
关键词
Tourism e-commerce; Live streaming; Live streamer perspective; Value-based marketing; Medium theory
资金
- National Natural Science Foundation of China [41971182]
- Humanities and Social Science Foundation of Ministry of Education of China [19YJAZH097]
This study identifies a value-based marketing framework for tourism e-commerce live streaming (TEcLS) and validates it through a mixed-method approach. The framework consists of 11 basic live streaming attributes in 4 categories, and it provides new insights on value-based tourism marketing through live streaming as a technology-enabled tourism marketing tool from the live streamer perspective.
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.
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