Beneficial or troublesome? Revealing the double-edged effects of tourism live streaming affordances on viewers’ engagement

Tourism live streaming (TLS) empowers streamers to act with destinations, viewers, and products, namely TLS affordance. Underpinning the technology affordance theory, this study unravels the impact of the TLS affordances on TLS engagement of viewers by conducting an online survey. The results show that (1) TLS affordances have double-edged effects on destination brand engagement and viewer engagement; (2) product involvement moderates the Inverted U-shaped (U-shaped) effects of product visibility (guidance shopping) on memorable experiences (consumer skepticism). This study provides theoretical and practical implications for destination managers, live streamers, and product manufacturers in optimizing the efficiency of TLS affordances.