When AI Meets Livestreaming: Exploring the Impact of Virtual Anchor on Tourist Travel Intention
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Date
2025-09-03
Open Access Location
Journal Title
Journal ISSN
Volume Title
Publisher
MDPI (Basel, Switzerland)
Rights
(c) 2025 The Author/s
CC BY 4.0
CC BY 4.0
Abstract
The development of Artificial intelligence (AI) technology has brought new ideas and opportunities to destination marketing. However, existing studies lack sufficient empirical research to explore the impact of AI anchors on tourists’ travel intentions. To fill this research gap, this study explores the influence of perceived anthropomorphism and perceived playfulness on tourists’ telepresence, inspiration, and travel intention in AI virtual anchor-based travel livestreaming. Through the analysis of 291 valid data sets, it was found that in AI virtual anchor-based travel livestreaming, perceived anthropomorphism positively affects telepresence but does not affect tourists’ inspiration. Playfulness positively affects tourists’ telepresence and inspiration in AI virtual anchor-based travel livestreaming. This study also found that neither perceived anthropomorphism nor perceived playfulness directly affects tourists’ travel intention, but both can be achieved through the mediating effect of telepresence. The findings provide empirical evidence of the value for tourism researchers and destinations in adopting AI technology for livestreaming.
Description
Keywords
livestreaming, telepresence, perceived anthropomorphism, playfulness, artificial intelligence
Citation
Zhu Z, Hall CM, Tao L, Qin Z, Li Y. (2025). When AI Meets Livestreaming: Exploring the Impact of Virtual Anchor on Tourist Travel Intention. Journal of Theoretical and Applied Electronic Commerce Research. 20. 3.