Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective

Live streaming has become an important means for tourism product marketing in the internet age. However, from value-based marketing perspective, the value attributes and factors of tourism e-commerce live streaming (TEcLS) have not been clearly identified. Using a mixed-method approach and following value-based marketing theory, this study aims to identify a value-based marketing framework of TEcLS and empirically validated the framework. In Study 1, 11 basic live streaming attributes in 4 categories of value-based marketing of TEcLS were identified based on the analysis of TEcLS video data. In Study 2, a three-order factorial model, conceptualizing the value-based marketing framework of TEcLS, was identified and tested through two rounds of questionnaire surveys. This study provides new insights on value-based tourism marketing through live streaming as a technology-enabled tourism marketing tool from the live streamer perspective.