Impulse buying in travel live streaming: A deep learning-based dual-stage PLS-SEM-ANN analysis

Li Yuxuan, Erose Sthapit, Brian Garrod, Garry Wei-Han Tan, UCSI Graduate Business School, UCSI University, Kuala Lumpur, Department of Marketing, International Business and Tourism, Manchester Metropolitan University, School of Hospitality and Tourism Management, Sunway University, Department of Business Administration, Faculty of Administrative Sciences, Universitas Brawijaya, School of Management, Swansea University, Bay Camus, Department of Marketing, The University of Jordan, Faculty of Business, and Arts, Swinburne University of Technology Sarawak Campus, College of Business Administration, Adamson University

Tourism and Hospitality Research

Published online on October 16, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
Travel live streaming has gained in popularity in recent years and has become a crucial element of the tourism sector in certain countries. The phenomenon is, however, underexplored in the tourism and hospitality field. This study explores the role of ...