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旅游直播作为一种展示旅游资源以及旅游产品的新兴旅游网络营销渠道，在 后疫情时代展现出了巨大的潜力。具体而言，旅游直播能够通过优质内容的传递 增强旅游目的地吸引力，丰富旅游营销渠道。在最开始，提高旅游直播带货的成 交率，旅游直播通常模仿普通购物直播采取直接的、快节奏的价格促销手段。然 而，旅游产品的本质是对未来的消费，其重个性、重体验的特性决定了其的推荐 更应关注产品内容的多元展示。因此，旅游直播积极转变思路，采用内容营销手 段，通过丰富的视觉展示形式来塑造旅游目的地形象，以吸引旅游消费者购买链 接内的旅游产品，实现直接的收益。内容的丰富增强了旅游直播的生动性，但也 难免产生为博取旅游消费者的要求而运用恶搞、歪曲以及不当展示等手段所造成 的误导问题。以往的研究从积极层面出发，大多认为旅游直播具有真实性，然而 数字媒体技术的发展带来的不仅仅是“云旅游”目的地的实现，也可能造成旅游 消费者对商家真实目的以及直播内容产生不同程度的怀疑心理，从而产生不同的 行为结果。但既有研究显然缺乏此方面的讨论。

鉴于此，本研究从社交媒体呈现真实性视角，基于刺激机体反应理论和动机 归因理论，招募被试，先后开展两项情景实验，分析了旅游直播视觉展示对旅游 消费者购买意愿的复杂影响机制，得到以下结论：（1）从直接效应看，旅游直 播视觉展示显著直接正向影响旅游消费者购买意愿。其中，与图文详情、短视频 展示形式相比，旅游直播中实时转播的展示形式更能够激发旅游消费者购买意愿。 （2）从条件分析过程看，旅游直播视觉展示与怀疑心理负向交互影响旅游消费 者的真实感知。（3）真实感知在旅游直播视觉展示和怀疑心理的交互项与旅游 消费者购买意愿的关系中起部分中介作用。（4）旅游直播视觉展示与怀疑心理 正向交互影响旅游消费者的虚伪感知。（5）虚伪感知在旅游直播视觉展示和怀 疑心理的交互项与旅游消费者购买意愿的关系中起部分中介作用。研究结果丰富 了旅游直播购买意愿的前因变量，明晰了旅游直播视觉展示与购买意愿之间的具 体作用机制，能够进一步丰富旅游直播营销的研究视角。同时，研究结果还能够 为旅游企业开展旅游直播营销实践提供借鉴，即为旅游直播信息正确且完整地传 递提供了参考。

As a new tourism network marketing channel to showcase tourism resources as well as tourism products, tourism live streaming shows great potential in the post-epidemic era. Specifically, tourism live streaming is able to enhance the attractiveness of tourism destinations and enrich tourism marketing channels through the delivery of quality content. In the very beginning, to improve the turnover rate of tourism live-streaming with goods, tourism live-streaming usually imitates ordinary shopping livestreaming to adopt direct and fast-paced price promotion means. However, the essence of tourism products is the consumption of the future, its heavy personality and experience characteristics determine its recommendation should pay more attention to the diversified display of product content. Therefore, tourism live actively changes its thinking and adopts content marketing means to shape the image of tourism destinations through rich visual display forms in order to attract tourism consumers to purchase tourism products within the links and realize direct benefits. The richness of content enhances the vividness of live tourism broadcasting, but it also inevitably generates misleading problems caused by the use of spoofs, distortions, and inappropriate displays to win the demands of tourism consumers. Previous studies have taken a positive dimension and mostly believe that tourism live streaming is authentic. However, the development of digital media technology not only brings about "cloud tourism"destinations, but also may cause tourism consumers to doubt the real purpose of merchants and live streaming content, resulting in different behavioral results. However, there is a clear lack of discussion of this aspect in existing studies.

In view of this, this study recruited subjects from the perspective of social media present authenticity, based on stimulus organism response theory and motivational attribution theory, and successively conducted two scenario experiments to analyze the complex influence mechanism of live tourism visual presentation on tourism consumers' purchase willingness, and obtained the following conclusions: (1) From the direct effect, tourism live visual presentation has a significant direct positive impact on tourism consumers' purchase willingness. Among them, compared with graphic details and short video presentation forms, the display form of real-time streaming in tourism live streaming can stimulate the purchase willingness of tourism consumers. (2) From the condition analysis process, the negative interaction between visual presentation and skepticism affects the perceived realism of tourism consumers. (3) Perceived realism plays a partial mediating role in the relationship between the interactive items of visual presentation and skepticism and the purchase willingness of tourism consumers. (4) The positive interaction between visual presentation of tourism live streaming and skepticism affects the perceived hypocrisy of tourism consumers. (5) Perceived hypocrisy plays a partial mediating rolein the relationship between the interaction of visual presentation and skepticism in tourism live streaming and the purchase willingness of tourism consumers. The research results enrich the antecedent variables of purchase willingness of tourism live streaming, clarify the specific mechanism of action between the visual presentation of tourism live streaming and purchase intention, and can further enrich the research perspective of tourism live streaming marketing. At the same time, the research results can also provide reference for tourism enterprises to carry out live tourism marketing practice, i.e., to provide a reference for the correct and complete delivery of live tourism information.