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Enhancing Behavioral Intentions Through Live Streaming in the Cultural and Creative Sector: A Scientific Inquiry Into Museum Streaming Experiences

Juan Tang et al.

International Journal of Tourism Research2026https://doi.org/10.1002/jtr.70176article
AJG 2ABDC A
Weight
0.37

Abstract

Live streaming, particularly museum live streaming, has not yet been considered in tourism literature. Informed by stimulus‐organism‐response and flow theory, this study aimed to explore the interplay of interactivity, telepresence, and flow in driving the museum live streaming audience's online revisit intention, and we further go beyond by investigating whether onsite (re)visit intention can be predicted. A total of 353 usable questionnaires were collected from audience members who watched the live streaming of eight selected museums in China. The results showed that our proposed model exhibited high predictive power for the audience's online revisit and on‐site revisit intention. There was a positive relationship between interactivity, telepresence, and flow, which emphasized their importance to the audience's revisit intention. The positive impact of the audience's online revisit intention also influenced their on‐site visit intention. The theoretical and managerial implications were discussed.

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https://doi.org/https://doi.org/10.1002/jtr.70176

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@article{juan2026,
  title        = {{Enhancing Behavioral Intentions Through Live Streaming in the Cultural and Creative Sector: A Scientific Inquiry Into Museum Streaming Experiences}},
  author       = {Juan Tang et al.},
  journal      = {International Journal of Tourism Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1002/jtr.70176},
}

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Enhancing Behavioral Intentions Through Live Streaming in the Cultural and Creative Sector: A Scientific Inquiry Into Museum Streaming Experiences

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.