Nudging interactive cocreation behaviors in live-streaming travel commerce: The visualization of real-time danmaku

ABSTRACT

Using visualizations of danmaku and word cooccurrence analysis, the current research evaluates China's live-streaming travel industry by extracting live streamers' and customers' cocreated content to construct a framework of cocreation patterns on live-streaming platforms. The results indicate that streamers and viewers focus on the themes of “hotel amenities and services”, “live-streaming commerce”, “viewers' evaluations and comments”, “business strategy of Ctrip”, and “price of tourism and hospitality products”. Cocreation behaviors on the Ctrip Live platform include the following “question only”, “answer only”, and “Q&A”. Six categories of cocreation patterns were also identified. Thus, this paper contributes to the literature on live-streaming travel commerce by providing theoretical insights and practical implications, specifically, for tourism enterprises' recovery following the COVID-19 pandemic. © 2022 The Authors