Research On Interactive Behaviors Between Hosts And Guests In Tourism Livestreaming

With the development of mobile internet and new media technologies,tourism live streaming has become a new way for users to experience travel destinations in real-time.Using Randall Collins’ interaction ritual chain theory,this study analyzes the behavior and emotional characteristics of "hosts" and "guests" in tourism live streaming scenes,and provides suggestions for high-quality tourism information dissemination.Firstly,this article clarifies the developmental stages and characteristics of tourism live streaming and defines the concept of tourism live streaming.Three typical tourist attractions on the Douyin platform,the Forbidden City,Disneyland,and Li River,were used as research objects,and sample data collection was completed using danmu capture software,recording,and text conversion tools.Secondly,using Spassau and Nvivo qualitative software to analyze the audience’s interactive behavior and the content of the host’s behavior,the interaction characteristics of the "host-guest" were summarized.Then,the comments text from the "host-guest" interaction was extracted,and natural language processing technology was used to perform emotional analysis and co-occurrence analysis.Based on the research on interaction behavior characteristics and emotional features,the mechanism diagram of the "host-guest" interaction ritual in tourism live streaming was obtained.The following conclusions were drawn: the number of people and the number of views in the live room were positively correlated,and when the number of viewers increased by one person,the number of views increased by 1.4891 units.The audience’s behavior has a significant mutual influence,with a correlation coefficient of 0.937 between gifts and comments,and the correlation is the strongest.In the audience interaction behavior,attention,likes,and comments all have a significant positive impact on gifts.The emotional features of the "host-guest" interaction in tourism live streaming are mainly positive,accounting for more than 60%,and negative emotions account for less than 4.2%.The tourist attraction is a common focus of the "host-guest" interaction.From interaction to interaction again,the energy of emotions is released,and group unity is formed,producing group symbols and moral sense.Finally,recommendations are given for hosts to improve content quality and interaction mechanisms for tourism optimization,and for platforms to build an ecosystem,analyze marketing data,and enhance user experience.