How Presence in Tour Guide Live-Streaming Influence Visit Intention: A Triple-Mediating Model Based on S-O-R Framework

Based on the Stimulus - Organism - Response (S - O - R) theory, this study explores how Spatial Presence Perception (SPP) and Social Presence Perception (SOP) in tour guide live - streaming affect tourism consumers’ Visit Intention (VI) through Trust (TR), Expectation (EX), and Perceived Value (PV). Using Structural Equation Modeling (SEM) on 652 valid questionnaire responses, the results show that both SPP and SOP positively impact VI via different paths. SPP mainly enhances VI by boosting TR and PV, while SOP does so by increasing EX and PV. TR, EX, and PV also significantly and positively influence VI. However, SOP’s direct effect on TR and SPP’s direct effect on EX aren’t supported. This study enriches presence theory in tourism live - streaming and offers practical advice for tourism - related organizations and practitioners, such as optimizing live - streaming content and technical support. Future research can investigate presence mechanisms in different cultural and technological contexts.