ABSTRACT
The COVID-19 pandemic harms offline tourism activities. Tourism live streaming that combines tourism and live broadcasting has entered people's vision and achieved rapid development. But so far, there are few related studies and results. This study, based on SOR theory, regards tourism live streaming consumers as the research object, and data were collected from a sample of 313 consumers who often watch tourism live streaming and have purchase behaviors. The results show that visual effect and interactivity of tourism live streaming have a positive influence on tourism consumers' willingness to participate, while spatial presence and flow experience play a chain mediating role in it. This paper provides important theoretical and practical significance to the study of tourism live streaming and the promotion of high-quality integration of the online and offline tourism industry.