How live streaming triggers gastronomy travel intention: A process virtualization theory perspective

While existing research underscores the role of social media in promoting destination gastronomy and attracting food tourists, studies on destination live-streaming remain limited. Grounded in process virtualization theory, this study employs a mixed-methods approach to examine how viewers’ engagement with local gastronomy through destination live-streaming influences their gastronomy travel intentions. A qualitative study identifies five key characteristics of the virtualization mechanism: food visual appeal, food auditory imagery, social interaction, synchronicity, and source credibility. A subsequent quantitative study reveals that these characteristics positively influence process virtualizability, which in turn, enhances gastronomy travel intention. Destination gastronomy uniqueness moderates the relationship between process virtualizability and gastronomy travel intention. This study contributes to the growing literature on destination live-streaming and provides practical insights for live-streamers, live-streaming platforms, and destination marketers.