Controllable live-streaming boosts travel intentions via imagination and fantasy

Purpose This study aims to examine how the controllability of tourism live-streaming, defined as the ability to conduct on-demand replay with timestamps, influences consumers’ travel intentions. It also explores the moderating role of cognitive miserliness and the mediating role of positive fantasy, with the aim of clarifying how controllability in tourism live-streaming motivates consumer decision-making. Design/methodology/approach This study uses three online scenario-based experiments to validate the proposed mechanism model. In the controllable condition, tourism live-streaming enables on-demand playback at specified timestamps, whereas in the uncontrollable condition such functionality is absent. To enhance the robustness and generalizability of the findings, valid data were collected from 217, 225 and 229 participants across tourism-attraction, hotel and travel-package scenarios, respectively. In addition, a posttest was conducted to provide process evidence by examining whether controllability indeed activated selective engagement and the subsequent psychological mechanisms proposed in the model explanation. Findings First, controllable live-streaming, compared with its uncontrollable counterpart, elicits stronger travel intentions. Second, when consumers’ information-processing preferences are taken into account, controllable live-streaming proves more effective for individuals with high cognitive miserliness, whereas uncontrollable live-streaming exerts greater influence on those with low cognitive miserliness. Third, positive fantasy mediates the relationship between live-streaming controllability and travel intentions. Supplementary analyses further reveal the multifaceted moderating role of live-streaming content interest, thereby validating a tripartite interaction framework that integrates technological features, individual traits and content factors. Originality/value Unlike prior research that has primarily examined user perceptions, streamer characteristics, or platform features, this study highlights the technological dimension of live-streaming itself. By applying a technological affordance perspective, it not only advances the theoretical understanding of tourism live-streaming marketing but also provides actionable insights for improving the effectiveness of content-driven live-streaming strategies.