How does live streaming affect tourists' intention - a psychology theory perspective.

Sci Rep · 2025 · PMC11742013 · PMID 39824972

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a significant trendno p-value reported

Since the introduction of live streaming features on social media platforms like Douyin (TikTok), Twitter, and Facebook in 2015, live streaming has rapidly emerged as a significant trend in the online world, driving the growth of virtual tourism 1 .

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