Author(s)

Yongxuan Wang ¹, Haoyang Dang ¹, Yanyan Li ¹

Affiliation(s)

¹ School of Economics & Trade, Haojing College of Shaanxi University of Science & Technology, Xi'an, Shaanxi, China

Corresponding Author

Yongxuan Wang

ABSTRACT

Against the backdrop of the burgeoning digital economy and national rural revitalization strategy, Xianyang—a core agricultural and cultural tourism hub in Shaanxi Province—adopts farmer-centric live-streaming e-commerce to drive the integrated development of local agriculture and rural tourism, yet confronts such bottlenecks as content homogeneity, talent scarcity, insufficient infrastructure, and superficial industrial integration. This study employs the methods of literature review, field investigation, case analysis, and questionnaire survey to examine Xianyang's practices in promoting rural tourism, marketing agricultural products, and building rural brands via live-streaming; it further analyzes the operational mechanisms, stakeholder interactions, and resultant impacts, identifies core challenges through empirical case studies, and concludes that this integration remains in its initial stage with substantial potential, necessitating a government-guided, market-driven, and multi-stakeholder collaborative ecosystem that prioritizes the cultivation of local professional teams, the creation of distinctive content, infrastructure upgrading, and the development of in-depth agritourism products.

KEYWORDS

Farmer-oriented Live-Streaming; Rural Tourism; Application Status; Agritourism Integration; Xianyang City; Digital Economy; Rural Revitalization

CITE THIS PAPER

Yongxuan Wang, Haoyang Dang, Yanyan Li. Research on the Application Status of Live Streaming-Assisted Agriculture in Rural Tourism of Xianyang City. Agricultural & Forestry Economics and Management (2026) Vol. 9: 1-6. DOI: http://dx.doi.org/10.23977/agrfem.2026.090101.

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