How live streaming triggers gastronomy travel intention: A process virtualization theory perspective
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on December 03, 2025
Abstract
Journal of Vacation Marketing, Ahead of Print.
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-...
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-...