How Does Travel Live Streaming Affect Viewers' Psychology and Behavior? The Lens From Social Presence and Subjective Well‐Being

ABSTRACT Based on cognitive appraisal theory (CAT) and social presence theory, this study explores the relationships between playfulness, novelty, social presence, subjective well‐being and travel intention in travel livestreaming. Through online surveys, 308 valid survey samples of Chinese viewers were collected. Structural equation model analysis indicates that there are significant relationships among the research constructs. This study extends CAT and social presence theory to the context of Travel livestreaming, offering a framework for interpreting viewers' attitudes and behaviors. The findings of this study can also assist managers in designing more interesting live‐streaming content and creative live‐streaming methods, thereby enhancing the perception and behavior of potential tourists and destination promotion.