Livestreaming has become a new channel for tourism marketing due to its high real-time and interactive characteristics. However, there is not a strong theoretical underpinning in the literature now available to explain parasocial phenomena in livestreaming. This study intends to fill this knowledge gap by expanding our knowledge of two different types of parasocial phenomena (parasocial interaction and parasocial relationship), how they are formed, and how they affect the audience. Therefore, this study proposes a theoretical framework that includes livestreamers' intimate self-disclosure, parasocial interaction, parasocial relationships, trustworthiness, and purchase intention. The findings demonstrate that the intimate self-disclosure of travel livestreams enhances the parasocial relationship and parasocial interaction between audiences and livestreams and leads to the generation of audiences' credibility, thus increasing their purchase intention. In addition, the research findings have important practical implications for tourism marketing, livestreaming platforms, and tourism livestreaming organizations.

直播以其高实时性、互动性的特点，成为旅游营销的新渠道。然而，目前的文献中并没有强有力的理论基础来解释直播中的超社会现象。本研究旨在通过扩展我们对两种不同类型的准社会现象（准社会互动和准社会关系）、它们如何形成以及它们如何影响受众的知识来填补这一知识空白。因此，本研究提出了一个包括主播亲密自我表露、准社会互动、准社会关系、可信度和购买意愿的理论框架。研究结果表明，旅游直播的亲密自我表露增强了观众与直播之间的准社会关系和准社会互动，导致观众可信度的产生，从而增加了他们的购买意愿。此外，研究结果对于旅游营销、直播平台、旅游直播机构也具有重要的现实意义。