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This study aims to identify a value co-creation framework for live streaming through tourism scenes (LStTS). It also clarifies the value attributes of LStTS and makes an empirical test.

The study used a mixed-method approach. In Study 1, a total of 12,216 pieces of viewers’ comments and ten web news reports were coded and analyzed employing a grounded theory approach. In Study 2, data were collected from 587 Douyin e-commerce users. Exploratory factor analysis and partial least squares structural equation modeling were used to test the value co-creation framework of LStTS.

In Study 1, six value attributes in three categories were identified based on a content analysis of viewers’ comments. In Study 2, a three-order factorial model of value co-creation in LStTS was identified and tested.

Our study is limited by the preponderance of female respondents in the sample and the unique nature of the research context.

Merchants and streamers should consider whether there is a fit between the merchandise and the tourism scene when selecting the tourism scene for live streaming marketing; they can select novel and beautiful natural tourism scenes to attract viewers. Detailed and comprehensive product information should be provided in the process of live streaming marketing and sharing with consumers.

The novelty of our study lies in the provision of a new value co-creation framework in LStTS, which offers a theoretical basis for analyzing the value of the tourism scene in live streaming marketing.