According to the Workers' Daily, "discounts are available for orders with limited quantities", "no price increase throughout the year, zero self payment upon arrival", "a family of three travels, free hotel upgrades"... During the peak summer tourism season, driven by the fast-paced and high-density marketing tactics of hosts, many tourists choose to order travel products in the platform's live broadcast room. However, some tourism products sold in live streaming rooms have problems such as unclear information display, false advertising, and arbitrary price increases. Many consumers encounter situations such as "easy to buy, difficult to book" and requesting temporary price differences. When the promotional slogans of "limited time flash sale" and "buy one get one free" flood the live broadcast room, tourism products are being transformed into promotional products. Anchors use countdowns to create a sense of urgency and stimulate impulse consumption with limited discounts, but few remind us that travel is not about opening blind boxes, and service commitments should not become probability games. Behind this algorithm driven traffic frenzy, it reflects the continuous overdraft of price wars on tourism quality, and also the deep crisis of industry reputation being collectively pawned. The phenomenon of alienation in tourism live streaming stems from the misalignment of value logic. In traditional tourism sales, itinerary planning, service details, and contract terms need to be repeatedly confirmed; In the live broadcast room, the 15 second flash sale rhythm simply cannot accommodate space for information symmetry. Merchants compress the core service terms into gray small words floating in the corner of the screen, and hosts replace specific room type descriptions with vague promises of "free hotel upgrades". This deliberately created information gap is essentially maintaining the illusion of low prices by reducing transparency. What is even more alarming is that some merchants have formed a complete fishing routine: first using absolute promises to attract traffic, and then using hidden terms such as "additional payment for verification" and "additional payment for appointment" to achieve secondary harvesting. The sustainability of this business model is worrying. The deep-seated contradiction lies in the structural disconnect between the regulatory system and business innovation. The current Travel Agency Regulations have difficulty in regulating legal entities to cover a large number of individual sellers in the live streaming ecosystem, and the platform's operation of disguising tourism products as "home accessories" category exposes the disconnect between category review and content supervision. When technical vulnerabilities become a channel to evade regulation, and when instant refund promises become talismans for fraudulent behavior, relying solely on consumers to be vigilant is clearly insufficient. The recent pilot of the "circuit breaker mechanism" in tourism product live streaming rooms in multiple regions provides useful reference - by using semantic recognition technology to compare the anchor's language and product attributes in real time, once a conflict is detected between the "zero self payment" promotion and the additional fee clause in the contract, the system will automatically trigger delisting. This penetrating regulation is the fundamental solution to the chaos in the industry of "propaganda for propaganda, contract for contract". Returning to the essence of service is the key to breaking through the industry. The case of Harbin Ice and Snow World, from the "refund controversy" to the "reputation reversal", proves that the ultimate competitiveness of tourism products lies not in price tags, but in the sincerity and responsibility demonstrated in crisis response. It is urgent to establish a responsibility binding mechanism between anchors and travel agencies to ensure that the promotional subject in the live broadcast room is consistent with the actual service subject, and to eliminate the gray space of playing football. For scenic spots, instead of competing for low prices in live streaming rooms, it is better to cultivate content innovation: eliminate information gaps through VR real-life displays, enhance product added value through cultural explanations, and scientifically regulate customer flow through appointment systems. These measures may not be as eye-catching as the slogan 'buy one get one free', but they can build a real competitive moat. Standing at the crossroads of industry transformation, tourism live streaming urgently needs to shift from a "price arena" to a "service experience hall". The regulatory authorities need to clarify the principle of "promotion is an offer" and include live broadcast language in the scope of contract review; The platform should establish a dedicated review channel for tourism categories; Consumers need to keep in mind the market rule that 'there must be something fishy about abnormally low prices'. Only in this way can tourism live streaming truly unleash its unique value of "experience first, travel later" - after all, poetry and distant places should never be probability games controlled by algorithms, but should be beautiful promises worth managing with care. (New Society)