The influence of IT affordance and flow on travel intention in travel live streaming: a hybrid HRA-ANN approach

Purpose Travel live streaming, a technology-driven interactive platform, has emerged as an essential tool in tourism marketing. However, its influence on viewer behaviour remains insufficiently studied. This research aims to investigate the impact of information technology (IT) affordance on travel intention, mediated by flow and moderated by psychological distance. By addressing theoretical gaps in the techno-psycho-behavioural nexus of digital tourism, it offers actionable insights for destination managers to enhance their strategies. Design/methodology/approach A two-stage hybrid approach combining hierarchical regression analysis and artificial neural network was implemented to examine both linear and non-linear patterns. Data from 433 participants with travel live stream viewing experience were collected through an online survey. Analysis included common method bias tests and rigorous data screening. Findings Results confirm that IT affordance (visibility, metavoicing and guidance travelling) enhances viewers’ flow experiences, which positively influences travel intentions. Flow mediates the IT affordance – travel intention relationship. Psychological distance moderates flow – travel intention impact, with increasing distance amplifying flow’s influence. Practical implications The results provide valuable insights for destination marketers and travel live streaming platform designers. The findings emphasize the importance of optimizing IT affordance for viewer flow and travel intention. Understanding psychological distance facilitates content customization, enhancing marketing strategy effectiveness. Originality/value This research advances scholarly understanding by employing a dual-stage method to analyse IT affordance in travel live streaming, highlighting psychological factors in digital interaction and presenting an integrated model of viewer engagement on tourism platforms.