Investigating the attitudes of local residents towards tourism live stream in the context of rural poverty alleviation in Jinzhai, China

Resumo

With the rapid development of online streaming technologies, Tourism Live Stream has emerged as a crucial tool for promoting tourist destinations and facilitating sale of tourism products, gradually becoming a new trend in the tourism industry. Particularly for rural areas reliant on the tourism sector for poverty alleviation, Tourism Live Stream breaks through spatial constraints and fosters local sustainable development. This study aims to investigate how the tourism perceptions influences rural residents’ attitudes toward Tourism Live Stream. Researcher developed a structural model consisting of 26 items to characterize the tourism perceptions of rural residents in Jinzhai County, China. The study findings indicate that the economy and social culture benefit/cost perceptions of rural residents significantly influence their attitudes toward Tourism Live Stream, whereas the environment benefit/cost perception is not statistically significant. Notably, economy benefit perception emerges as the most critical factor affecting residents' support for the development of Tourism Live Stream.