Catching the flowing consumers: media representation effects of tourism livestreaming

Algorithm-based social platforms like TikTok have changed livestreaming tourism. Many countries and regions promote tourism via livestreaming. Tourism livestreaming often has low viewer numbers, unstable viewer numbers, and unsatisfactory effects like a lack of travel intention or consumption. Based on the characteristics of space of flows, this paper analyses how tourism livestreaming on social media platforms can improve communication through media reproduction and increase travel intension. Study 1 involved in-depth interviews with 40 social media users who watched tourism livestreaming for over two years. Functional application and reproduction effects embedded in the space of flows, as well as the ambience and anchor capabilities built into the livestreaming, are reasons for audiences to stay. Study 2 uses a questionnaire to examine media representation and travel intention. Results show that tourism livestreaming's objective presentation and representational construction increase travel intention. The mediating effect of sense of place is also revealed.