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Live-streaming community interaction effects on travel intention: the mediation role of sense of community and swift-guanxi

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Abstract

The purpose of this paper is to explore whether the quality of interaction in the live streaming tourism community (interaction quality, swift-guanxi, sense of community) has a positive impact on travel intention. This paper collected 308 questionnaires and used structural equation models (SEMs) to test the relevant hypotheses. The main contributions of this article to the field of live streaming tourism are as follows: community interaction quality, swift-guanxi and the sense of community all significantly positively affect travel intention. Swift-guanxi will actively enhance members’ sense of community and thus promote their travel intention. This article is one of the first articles to explore the relationship between live streaming tourism, community interaction and travel intention. It enriches the theory of tourism management in the construction of online tourism communities and provides positive and valuable guidance for practical management activities.

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Funding

The National Social Science Fund of China, 20BGL219, Jinhua Chu. Project of Shandong Provincial Department of Culture and Tourism, 21WL66, Shandong Social Science Planning Project, 22DGLJ25, Wenkun Zhang. Jinan Office of Philosophy and Social Science, JNSK22C62, Wenkun Zhang. Key research project of financial application in Shandong Province, 2021JRZZ30, Wenkun Zhang. Social Science Planning Project of Shandong Province, 21CCXJ19, Wenkun Zhang.

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Authors and Affiliations

  1. School of Business and Administration, Shandong Jiaotong University, Jinan, Shandong, China

    Wenkun Zhang

  2. School of Business and Administration, Mokpo University, Mokpo, South Korea

    Yanan Wang

  3. School of Business and Administration, Yantai University, Yantai, Shandong, China

    Tao Zhang

  4. School of Business of international, Shandong Jiaotong University, Jinan, Shandong, China

    Jinhua Chu

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  1. Wenkun Zhang
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  2. Yanan Wang
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  3. Tao Zhang
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Correspondence to Yanan Wang.

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Zhang, W., Wang, Y., Zhang, T. et al. Live-streaming community interaction effects on travel intention: the mediation role of sense of community and swift-guanxi. Inf Technol Tourism 24, 485–509 (2022). https://doi.org/10.1007/s40558-022-00239-4

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