{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,23]],"date-time":"2026-04-23T01:52:37Z","timestamp":1776909157637,"version":"3.51.2"},"reference-count":65,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,9,3]],"date-time":"2025-09-03T00:00:00Z","timestamp":1756857600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Shanghai Baiyulan Talent program Pujiang Project","award":["24PJC064"],"award-info":[{"award-number":["24PJC064"]}]},{"name":"Shanghai Baiyulan Talent program Pujiang Project","award":["KY2025-ZX-RGZN-03"],"award-info":[{"award-number":["KY2025-ZX-RGZN-03"]}]},{"name":"Artificial Intelligence-Driven Research Paradigm Reform and Empowering Discipline Leap Plan of Shanghai Municipal Education Commission","award":["24PJC064"],"award-info":[{"award-number":["24PJC064"]}]},{"name":"Artificial Intelligence-Driven Research Paradigm Reform and Empowering Discipline Leap Plan of Shanghai Municipal Education Commission","award":["KY2025-ZX-RGZN-03"],"award-info":[{"award-number":["KY2025-ZX-RGZN-03"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The development of Artificial intelligence (AI) technology has brought new ideas and opportunities to destination marketing. However, existing studies lack sufficient empirical research to explore the impact of AI anchors on tourists\u2019 travel intentions. To fill this research gap, this study explores the influence of perceived anthropomorphism and perceived playfulness on tourists\u2019 telepresence, inspiration, and travel intention in AI virtual anchor-based travel livestreaming. Through the analysis of 291 valid data sets, it was found that in AI virtual anchor-based travel livestreaming, perceived anthropomorphism positively affects telepresence but does not affect tourists\u2019 inspiration. Playfulness positively affects tourists\u2019 telepresence and inspiration in AI virtual anchor-based travel livestreaming. This study also found that neither perceived anthropomorphism nor perceived playfulness directly affects tourists\u2019 travel intention, but both can be achieved through the mediating effect of telepresence. The findings provide empirical evidence of the value for tourism researchers and destinations in adopting AI technology for livestreaming.<\/jats:p>","DOI":"10.3390\/jtaer20030239","type":"journal-article","created":{"date-parts":[[2025,9,3]],"date-time":"2025-09-03T15:15:57Z","timestamp":1756912557000},"page":"239","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["When AI Meets Livestreaming: Exploring the Impact of Virtual Anchor on Tourist Travel Intention"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2475-4897","authenticated-orcid":false,"given":"Zhengan","family":"Zhu","sequence":"first","affiliation":[{"name":"College of Tourism, Shanghai Normal University, Shanghai 20000, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7734-4587","authenticated-orcid":false,"given":"Colin M.","family":"Hall","sequence":"additional","affiliation":[{"name":"School of Management and Marketing, Massey University, Albany 0632, New Zealand"},{"name":"Geography Research Unit, University of Oulu, 90014 Oulu, Finland"},{"name":"Sunway School of Business, Sunway University, Petaling Jaya 47500, Malaysia"},{"name":"School of Tourism and Hospitality, University of Johannesburg, Johannesburg 2006, South Africa"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7664-5268","authenticated-orcid":false,"given":"Li","family":"Tao","sequence":"additional","affiliation":[{"name":"College of Tourism, Shanghai Normal University, Shanghai 20000, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7193-4180","authenticated-orcid":false,"given":"Zichan","family":"Qin","sequence":"additional","affiliation":[{"name":"School of Hotel Management and Culinary Arts, Shanghai Institute of Tourism, Shanghai 20000, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0009-0008-7953-5062","authenticated-orcid":false,"given":"Yue","family":"Li","sequence":"additional","affiliation":[{"name":"Business School, Shandong University, Weihai 264200, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,9,3]]},"reference":[{"key":"ref_1","first-page":"100966","article-title":"Artificial intelligence (AI) technology in destination advertising: The impact of video-based destination anthropomorphism on destination image","volume":"35","author":"Wang","year":"2025","journal-title":"J. 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