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Consumer Perceptions and Behaviours in Tourism Live Streaming

Supervisor

Professor Sam Huang

Abstract

Tourism live streaming has emerged as an important research topic in the field of tourism studies and is attracting increasing research attention in recent years (e.g., Deng, Benckendorff, & Wang, 2021; Xu, Huang, & Shang, 2021; Zhang, Wang, & Zhang, 2021). However, limited empirical studies have been conducted so far to understanding consumers’ motivations, perceptions, attitudes, and behaviours in their involvement in tourism live streaming as viewers or audience. The PhD topic will focus on consumer behaviours in tourism live steaming and examine the underlying psychological or behavioural mechanisms of consumers in their engagement in, interactions with the steamer and other viewers, their experiences in the live streaming, and their future intention to visit the featured destination(s) in the live streaming.

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