A REVIEW OF DOUYIN TOURISM LIVE-STREAMING MARKETING
DOI:
https://doi.org/10.35631/JTHEM.1144008Keywords:
Douyin, Tourism Live Streaming Marketing, Multi-Subject Perspective, Digital Tourism Marketing, Literature ReviewAbstract
With the rapid development of live streaming and short-video platforms, live-streaming marketing has become an increasingly important tool in digital tourism marketing. Compared with traditional promotional approaches, it enables real-time destination presentation, immersive visual storytelling, and interactive communication that may reduce information asymmetry and enhance tourist engagement. As China’s leading short-video and live-streaming platform, Douyin (TikTok) has significantly reshaped tourism content dissemination through algorithm-driven recommendation, high-frequency interaction, and emotionally engaging audiovisual formats. However, existing research on tourism live-streaming marketing remains fragmented, often focusing primarily on consumer responses while overlooking the broader value mechanisms across multiple stakeholders. This article synthesizes prior research from tourism digital marketing, social media engagement, and online trust perspectives to examine the value mechanisms of Douyin tourism live-streaming from a multi-subject perspective, including tourism marketers, tourists, content creators, and platform governance. The review highlights how live-streaming facilitates destination image construction, enhances tourist decision support, supports content monetization and professionalization, and generates cross-stakeholder value co-creation. It further discusses practical implications for destination marketing strategy, content design, and sustainable platform governance, and outlines future research directions emphasizing theoretical integration and dynamic interaction analysis.
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