Enhancing Tourism Product Through Live Streaming: Analyzing its Influence on Consumer Buying Intentions in Vietnam

Tourism Live Streaming (TLS) is a transformative digital marketing strategy that has a significant impact on consumer behavior in the tourism sector. This study uses the Stimulus-Organism-Response (S–O–R) framework to investigate how product examination and interactivity (Stimuli) affect psychological mechanisms, specifically, the Fear of Missing Out and trust (Organism), and how these internal states influence immediate buying (Response) in Vietnam. A structured questionnaire was administered to 320 respondents through purposive sampling, primarily targeting Generation Z and young millennials. The findings reveal that while product examination does not significantly impact the fear of missing out (FOMO), it positively influences trust. Interactivity increases trust and strongly predicts impulse purchases during live streams, although it has little impact on FOMO. These findings enrich the S–O–R literature in tourism marketing and provide practical implications for tourism stakeholders seeking to leverage livestreaming as an effective sales channel. The study highlights the importance of cultivating trust and employing emotionally resonant strategies to stimulate real-time consumer decision-making, while addressing the unique context of the Vietnamese market.