Constructing destination images in cultural tourism live streaming

Travel influencers are the primary destination endorsers in destination digital marketing strategies. However, tourism live streamers (TLS) are emerging as new influential figures in this realm. They construct more comprehensive and perceived authentic destination images, inspiring viewers to physically visit the broadcasted locale. This study, within the context of cultural tourism, explores through a netnographic approach the visual and discursive strategies of place presentation employed by TLSs to construct these inspiring destination images. It also delves into viewers’ reactions to cultural tourism live streaming to understand the meanings and desires elicited by these broadcasts. Findings highlight that destination images in cultural tourism live streaming are crafted according to the different combination of three standardized segments (destination’s street-view; sight-seeing; dramatization of the cultural experience). These segments trigger in viewers desires for acculturation, a sense of nostalgia, inspiration for future physical travels, willingness for self-disclosure, as well as a feeling of proximity and vicarious travel when injected with dramatization by TLSs.