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Travel livestreaming has brought light to the tourism industry during the darkness of the COVID-19 pandemic. Although travel livestreaming is in full swing in practice, academic research on this subject is somewhat lagging. Value dimensions/drivers derived from service field may contribute to the overall value of relevant stakeholders. The aim of this preliminary study is to identify emotional experiences from the perspective of travel livestream viewers, revealing the drivers of value cocreation and codestruction. Based on grounded theory, data were collected through in-depth semistructured interviews, and 11 functional dimensions were revealed, namely, authenticity and immersion, entertainment, remuneration, uniqueness, symmetry, utility and convenience, interactivity, technical support, livestreamer characteristics, and regulators. These dimensions are contributed by multiple entities, including travel suppliers, livestreamers, live platforms, other viewers, individuals, and the external environment. These findings provide evidence of the reversibility of cocreation and codestruction and makes contributions to both theory and practice, especially regarding implications for future research.

Reversibility between ‘cocreation’ and ‘codestruction’: evidence from Chinese travel livestreaming