Purpose

This paper aims to propose a hospitality and tourism live-streaming (HTLS) experience cocreation model based on a critical reflection of extant literature to capture the governing structure of HTLS experiences and reveal the mechanisms under which HTLS works.

Design/methodology/approach

To ensure that critical reflections and insights produced by this study are meaningful and contribute to the body of knowledge and practices, the authors have adopted a robust methodology comprising systematic searching, evaluating and conceptualizing.

Findings

A conceptual model is developed around three critical and intimately related domains of HTLS experiences: the governing framework of HTLS content cocreation based on stakeholder theory; the structural relationships between HTLS content, IT affordance and HTLS experiences; and the conceptual structure of HTLS experiences based on personal engagement theory.

Practical implications

Several practical implications follow from this study. First, it is critical to understand that both HTLS content and experience are affected by multiple stakeholders. Second, stakeholder interactions and cocreation determine consumer experiences. Third, practitioners should take advantage of the understanding of HTLS stakeholder attributes. Fourth, attention should be paid to IT affordance. And lastly, a tiered structure appears to govern consumer engagement in HTLS.

Originality/value

Live-streaming studies are still in their infancy stage in hospitality and tourism, with only nine papers related to HTLS published in peer-reviewed journals until May 2022. This study reviewed a carefully selected collection of 15 live-streaming-related articles and proposed a conceptual HTLS experience cocreation model. Moreover, the existing studies in live streaming are synthesized, with important themes identified, as well as practical and theoretical trends explored.

中文翻译：

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直播：突破酒店和旅游在线体验的极限

目的

本文旨在基于对现有文献的批判性反思，提出一种酒店和旅游直播（HTLS）体验共创模型，以捕捉 HTLS 体验的治理结构并揭示 HTLS 的工作机制。

设计/方法论/途径

为了确保本研究产生的批判性反思和见解有意义并有助于知识和实践，作者采用了包括系统搜索、评估和概念化在内的强大方法论。

发现

概念模型是围绕 HTLS 经验的三个关键且密切相关的领域开发的：基于利益相关者理论的 HTLS 内容共同创作的治理框架；HTLS 内容、IT 可供性和 HTLS 体验之间的结构关系；以及基于个人参与理论的 HTLS 体验的概念结构。

实际影响

这项研究得出了一些实际意义。首先，了解 HTLS 内容和体验都受到多个利益相关者的影响至关重要。其次，利益相关者的互动和共同创造决定了消费者体验。第三，从业者应该利用对 HTLS 利益相关者属性的理解。第四，要关注IT可供性。最后，分层结构似乎控制着消费者对 HTLS 的参与。

原创性/价值

在酒店和旅游业中，直播研究仍处于起步阶段，截至 2022 年 5 月，只有 9 篇与 HTLS 相关的论文发表在同行评审期刊上。这项研究回顾了精心挑选的 15 篇直播相关文章，并提出了概念性 HTLS 体验共创模型。此外，还综合了直播领域的现有研究，确定了重要主题，并探讨了实践和理论趋势。