Enhancing Behavioral Intentions Through Live Streaming in the Cultural and Creative Sector: A Scientific Inquiry Into Museum Streaming Experiences

ABSTRACT Live streaming, particularly museum live streaming, has not yet been considered in tourism literature. Informed by stimulus‐organism‐response and flow theory, this study aimed to explore the interplay of interactivity, telepresence, and flow in driving the museum live streaming audience's online revisit intention, and we further go beyond by investigating whether onsite (re)visit intention can be predicted. A total of 353 usable questionnaires were collected from audience members who watched the live streaming of eight selected museums in China. The results showed that our proposed model exhibited high predictive power for the audience's online revisit and on‐site revisit intention. There was a positive relationship between interactivity, telepresence, and flow, which emphasized their importance to the audience's revisit intention. The positive impact of the audience's online revisit intention also influenced their on‐site visit intention. The theoretical and managerial implications were discussed.