With the rapid advancement of digital technologies, tourism live streaming (TLS) has gained considerable traction as a preferred medium for real-time and interactive exploration of destinations. This dynamic format allows viewers to engage with content creators, offering insights unmatched by traditional promotional methods. Yet, as TLS becomes integral to tourism marketing, maintaining viewer retention poses a significant challenge. A recent study explores the psychological and social factors contributing to viewers' non-continuous following intention (NCFI) within this burgeoning field.
This study posits four main influences on NCFI: psychological contract breach, viewer-live streamer social distance, alternative attractiveness, and the role of customer complaining behavior. The research delineates how these elements collectively impact viewer engagement, providing valuable insights for streamers and TLS platforms seeking to bolster user retention.
The study identifies psychological contract breach as the leading push factor influencing viewers' disengagement. This breach manifests when viewers perceive unmet expectations from their immersive experiences. For example, if viewers feel misled about the quality of travel products promoted during streams, their loyalty may falter. The authors noted, “Due to the complexity of psychological contracts, unmet expectations increase the likelihood of contract violation,” highlighting how both transactional and relational psychological agreements shape viewer relationships with streamers.
Customer complaining behavior was also highlighted as pivotal, acting as both a response to dissatisfaction and as a contributor to NCFI. The authors wrote, “Customer complaining behavior mediates the relationship between psychological contract breach and viewers’ NCFI.” Essentially, when viewer expectations are not met, they often express this through complaints, which can reinforce their decision to discontinue following specific streamers.
Investigations also revealed the significance of perceived controllability, which moderates the relationship between psychological contract breaches and complaining behavior. Viewers feeling they lack agency over the content are more likely to express dissatisfaction. When perceived controllability is high, viewers may rationalize issues as external factors rather than as failures on the part of the streamer. This response highlights the importance of streamers fostering trust and transparency, as acknowledged by the authors: “Perceived controllability suggests viewers’ beliefs about managing service issues are pivotal.”
On the flip side, viewer-live streamer social distance was categorized as a mooring factor. This element is characterized by the level of emotional connection between the viewer and the streamer. A smaller social distance correlates with increased viewer loyalty and decreased perceived likelihood of NCFI. According to the study, larger social distances inhibit connection and trust, potentially driving viewers away. The authors emphasized, “Viewer-live streamer social distance impacts NCFI,” illustrating the need for streamers to create closer connections with their audiences.
Complementing these push and mooring elements, alternative attractiveness serves as the primary pull factor influencing viewer behavior. This reflects viewers’ propensity to switch to other content when they find alternative options more appealing. The authors elucidated, “Alternative attractiveness significantly influences viewers’ propensity to switch, with limited options leading to continued viewing of the current live streamer.” When other options provide compelling content or connection, viewers are more likely to disengage from their current choices.
This research, utilizing the Push-Pull-Mooring (PPM) theory to assess viewer behavior patterns, sheds light on the sometimes overlooked aspects of viewer engagement. By focusing on NCFI rather than only on viewer attraction, the study uncovers the mechanisms of viewer detachment, presenting new strategies for content creators and platform managers aiming to maintain their audiences. The authors assert, “This shift provides new research directions for the TLS and digital marketing fields.”
Globally, tourism live streaming has experienced immense growth. For example, Ctrip's recent initiatives have garnered substantial viewer engagement, resulting in marked increases in tourism demand across regions. Yet, to sustain such growth, platforms must prioritize viewer retention strategies drawn from these findings. The intersection of experience quality, emotional connection, and perceived reliability emerges as fundamental to improving viewer loyalty and engagement.
The study's findings suggest practical approaches for improving viewer retention, calling for enhanced management and operational techniques across the TLS industry. For content creators, the key to improving viewer loyalty lies not only within the content but also within the relational dynamics shared with their audiences. Implementing structured trust management policies and fostering authenticity can fortify this relationship.
Finally, the necessity for stronger emotional interactions between streamers and viewers cannot be overstated. Strategies focusing on transparency, user engagement, and content innovation will likely bolster long-term viewer attention and support the sustainability of tourism live streaming as both a marketing tool and viewer experience. Through continual adaptation to viewer needs and preferences, the potential for TLS remains vast, underscoring its relevance for the future of tourism.