Author(s)

Jingjing Li ¹, Yan Wang ¹, Meihong Wang ¹, Yimeng Chen ¹

Affiliation(s)

¹ School of Tourism Management, Guizhou University of Commerce, Guiyang, Guizhou Province, China

Corresponding Author

Yimeng Chen

ABSTRACT

Ethnic sports possess unique charm and cultural value. In recent years, the Guizhou "Village Super League" has gained global acclaim, playing a significant role in promoting tourism development in Guizhou. However, live streaming, as an important medium for promoting the "Village Super League," warrants further discussion on its impact on the travel intention of potential tourists. This study aims to explore how the anchor's explanation and live content during the Guizhou "Village Super League" live streaming affect tourists' travel intention. Through questionnaire surveys and data analysis using SPSS 27.0, it was found that the popularity of the anchor's explanation, audience concentration, flow experience, and the happiness, informational, and guidance aspects of the live content are significant factors affecting tourists' travel intention. Based on these findings, corresponding strategies are proposed. The conclusions of this study provide a certain reference for destination promotion and destination image shaping.

KEYWORDS

Guizhou "Village Super League"; Anchor's explanation; Live content; Travel intention

CITE THIS PAPER

Jingjing Li, Yan Wang, Meihong Wang, Yimeng Chen, The Impact of Guizhou "Village Super League" Live Streaming on Tourists' Travel Intention. Information Systems and Economics (2024) Vol. 5: 10-17. DOI: http://dx.doi.org/10.23977/infse.2024.050502.

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