Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)

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Research on Consumer Behavior in Live Broadcast of Cultural Tourism---Taking Oriental Selection Tourism Live as an Example

Authors
Yuhang Wang1, *
1Faculty of Business Administration, Thonburi University, Bangkok, 10170, Thailand
*Corresponding author. Email: w18222278202@gmail.com
Corresponding Author
Yuhang Wang
Available Online 21 June 2024.
DOI
10.2991/978-94-6463-441-9_62How to use a DOI?
Keywords
cultural tourism live broadcast; consumer behavior; interactive
Abstract

This study takes Oriental Selection as a case to explore the consumer behavior in the live broadcast of cultural tourism and the characteristics behind the Oriental Selection marketing model. The study found that the anchor plays a central role in the live broadcast of the cultural tourism, which can directly affect the behavior and attitude of the audience. Similarly, audience comments are also very important, not only for feedback on products and services, but also for emotional communication between the audience and the anchor, other audiences, and destinations. In addition, the integration of cultural elements in the live broadcast of cultural tourism further strengthens the emotional resonance between the audience and the product, and enhances the audience 's willingness to buy. This study reveals the important influence of live broadcast mode on consumer behavior, and provides a new theoretical reference for the marketing strategy of cultural tourism industry.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
21 June 2024
ISBN
978-94-6463-441-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-441-9_62How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuhang Wang
PY  - 2024
DA  - 2024/06/21
TI  - Research on Consumer Behavior in Live Broadcast of Cultural Tourism---Taking Oriental Selection Tourism Live as an Example
BT  - Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)
PB  - Atlantis Press
SP  - 736
EP  - 749
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-441-9_62
DO  - 10.2991/978-94-6463-441-9_62
ID  - Wang2024
ER  -