Although virtual tours and online tourism experiences have been developed with technological advancement and COVID-19 lockdowns, knowledge gaps exist to systematically conceptualize online tourism experiences and clarify online hosts’ storytelling strategies. Drawing upon theatrical theory, this study aims to conceptualize the online tourism experience and online hosts’ storytelling strategies. Our research setting is mindfulness-themed online experiences via Airbnb Online Experiences. A total of 186 online hosts were analyzed with narrative analysis. This study proposed three frameworks: (1) a performer-stage-audience model for online tourism experiences, (2) a longitudinal perspective on hosts’ storytelling strategies on the stage, and (3) a systematic view of online hosts’ storytelling strategies. The conceptual work offers important insights for the academy and relevant industries.

中文翻译：

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在线房东的讲故事策略：正念主题 Airbnb 在线体验的叙事分析

尽管虚拟旅游和在线旅游体验是随着技术进步和 COVID-19 封锁而发展起来的，但在系统地概念化在线旅游体验和阐明在线主持人的讲故事策略方面仍存在知识差距。本研究旨在借鉴戏剧理论，概念化在线旅游体验和在线主持人的讲故事策略。我们的研究环境是通过 Airbnb 在线体验以正念为主题的在线体验。通过叙事分析，总共对 186 位在线主播进行了分析。本研究提出了三个框架：（1）在线旅游体验的表演者-舞台-观众模型，（2）主持人在舞台上讲故事策略的纵向视角，以及（3）在线主持人讲故事策略的系统视图。概念性工作为学院和相关行业提供了重要的见解。