With the advancement of artificial intelligence (AI) and electronic communication technologies, interest in live streaming has grown rapidly within the field of marketing. This study examines how the characteristics of virtual streamers—namely authenticity, likability, animacy, social presence, and telepresence—affect hotel visit intention through the lens of vicarious learning theory. To test the proposed model, we conducted an online survey and obtained 302 valid responses. We analyzed the data using SPSS 24 and AMOS 24. The results indicate that authenticity, likability, social presence, and telepresence significantly influence vicarious learning. In turn, vicarious learning significantly affects knowledge adoption, which subsequently influences hotel visit intention. However, animacy does not have a significant effect on vicarious learning. This study presents a conceptual model for knowledge adoption in live streaming, grounded in vicarious learning theory. It also offers practical implications for hotel marketers seeking to increase visit intention through live streaming platforms.