Centring on real-time interactivity and participatory features, this study explores the influence
of travel livestreams on destination marketing. It investigates how the co-creation of
experiences in travel livestreams can stimulate the desire of potential tourists to visit specific
destinations by fostering destination trust and mystique. This investigation targets Chinese
netizens, with a specific focus on livestream channels that are available in China, such as
Douyin Live, Mafengwo Live, Fliggy Live, and others. Data were collected through an online …