Reversibility between 'cocreation' and 'codestruction': evidence from Chinese travel livestreaming

Travel livestreaming has brought light to the tourism industry during the darkness of the COVID-19 pandemic. Although travel livestreaming is in full swing in practice, academic research on this subject is somewhat lagging. Value dimensions/drivers derived from service field may contribute to the ov...

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Bibliographic Details
Published in:Current issues in tourism Vol. 26; no. 1; pp. 18 - 30
Main Authors: Liu, Xinyi, Li, Huiru, Zhou, Hengli, Li, Zhiyong
Format: Journal Article
Language:English
Published: Abingdon Routledge 02.01.2023
Taylor & Francis Ltd
Subjects:
cocreation
codestruction
COVID-19
Darkness
grounded theory
Pandemics
stakeholders
Technical services
Tourism
Travel
Travel livestreaming
ISSN:1368-3500, 1747-7603
Online Access:Get full text
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Summary:Travel livestreaming has brought light to the tourism industry during the darkness of the COVID-19 pandemic. Although travel livestreaming is in full swing in practice, academic research on this subject is somewhat lagging. Value dimensions/drivers derived from service field may contribute to the overall value of relevant stakeholders. The aim of this preliminary study is to identify emotional experiences from the perspective of travel livestream viewers, revealing the drivers of value cocreation and codestruction. Based on grounded theory, data were collected through in-depth semistructured interviews, and 11 functional dimensions were revealed, namely, authenticity and immersion, entertainment, remuneration, uniqueness, symmetry, utility and convenience, interactivity, technical support, livestreamer characteristics, and regulators. These dimensions are contributed by multiple entities, including travel suppliers, livestreamers, live platforms, other viewers, individuals, and the external environment. These findings provide evidence of the reversibility of cocreation and codestruction and makes contributions to both theory and practice, especially regarding implications for future research.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-General Information-1
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ISSN:1368-3500
1747-7603
DOI:10.1080/13683500.2021.2015298