Core Viewpoint - The rise of "tourism product live streaming" on e-commerce platforms has led to significant consumer complaints regarding the quality and accuracy of advertised travel packages, highlighting the need for stricter market regulation and consumer vigilance in verifying the qualifications of contracting parties [1][6]. Group 1: Consumer Experiences - Tourists reported that the "quality tours" they purchased through live streaming were actually rushed and did not match the promised itinerary, leading to dissatisfaction and claims of misleading advertising [2][4]. - Instances of tourists being ignored or blocked by travel agencies when raising concerns about their experiences were noted, indicating a lack of accountability from service providers [2][4]. - Some consumers found discrepancies between the travel agency they contracted with and the one that actually provided the services, leading to confusion and potential fraud [3][4]. Group 2: Legal and Regulatory Framework - According to tourism laws, travel agencies are required to provide clear and accurate itineraries before the trip, and failure to do so constitutes a breach of contract [3]. - Legal experts emphasized that if the actual travel experience does not align with the live stream's promises, the travel agency may be liable for damages or required to fulfill the contract [3][7]. Group 3: Industry Challenges - The practice of subcontracting travel services to various suppliers can lead to a decline in service quality, as some agencies may choose lower-quality partners to cut costs [5]. - The live streaming model, while appealing for its rich product information and lower marketing costs, poses risks if not properly regulated, necessitating a collaborative effort from government, platforms, and travel businesses to ensure consumer protection [6][7]. Group 4: Recommendations for Consumers - Consumers are advised to carefully verify the contracting party's identity and ensure that the service details and costs are clearly outlined in the contract [7]. - It is recommended that consumers document communications with travel agencies and guides during their trips to safeguard their rights [7].