What drives impulsive travel intention in tourism live streaming? A chain mediation model based on SOR framework

Tourism live streaming (TLS) has experienced a surge in popularity; however, impulsive travel intention in this context has received limited scholarly attention. Based on the stimulus – organism–response (SOR) framework and presence, this research explores impulsive travel intention in TLS. Adopting WeChat to spread our survey, we analyzed 348 valid questionnaires from TLS viewers in China. Our research reveals that TLS features positively impact physical and social presence, subsequently affecting flow experience and trust, and ultimately boosting impulsive travel intentions. The findings provide theoretical insights and practical implications for online travel agencies, scenic area managers, and travel streamers.