With the help of BDM auction mechanism,2 × 2 experimental method is adopted to explore the factors that affect the willingness to pay of live travel. The experiment shows that there is anchoring effect in the change of the willingness to pay of the tourism live broadcast, which is positively affected by the internal anchoring value of tourists' cognition, both the star effect and the persuasion effect positively affect the willingness to pay of the travel live broadcast.