IMPACTS OF TIK TOK LIVE-STREAMING E-COMMERCE ON TRADITIONAL TOURISM IN CHINA: A STUDY ON CONSUMER PURCHASE INTENTIONS

Abstract

This study examines the impact of Douyin live e-commerce on traditional tourism channels in China, focusing on consumers' purchase intention. The rapid growth of live e-commerce, especially post-epidemic, has made online platforms key in promoting tourism products. Using both quantitative and qualitative methods, the study analyzes survey data from Kunming consumers and identifies key factors influencing purchase intention. Results indicate that price promotions and interactivity significantly boost purchase intent, with brand awareness playing a crucial role in decision-making. However, live e-commerce has limited effects on repurchase intention and brand loyalty. This suggests that while live marketing drives short-term sales, traditional channels remain vital for long-term customer relationships. The study offers practical advice for tourism companies to combine live and traditional marketing strategies to enhance consumer engagement and competitiveness.