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近年来,随着旅游业的日益繁荣,旅游市场也出现了令人担忧的混乱状况。青岛“天价”虾,四川九寨沟景区4000多名游客滞留,厦门鼓浪屿导游甩客打人等。似乎旅游业曝丑闻已成“惯例”。导致游客对心仪的旅游地印象大打折扣,望而却步。因此,旅游目的地信任问题亟需研究。基于此,本文在文献回顾和对游客深入访谈的基础上,得出游客对旅游目的地品牌信任的构成包括三个维度:能力信任、诚信信任以及在此基础上形成的整体信任。并对如何提高游客对旅游目的地的信任提出了建议。
In recent years, with the booming tourism industry, there have been disturbing chaos in the tourism market. Qingdao “price ” Shrimp, Sichuan Jiuzhaigou scenic more than 4,000 tourists stranded Xiamen Gulangyu tour guide rejection hit and so on. It seems that tourism scandal has become “practice ”. As a result, tourists are greatly impressed by the impression of their favorite tourist destination. Therefore, the issue of trust in tourist destination needs to be studied urgently. Based on this, based on the literature review and in-depth interview with tourists, this paper concludes that tourist’s brand trust in tourist destination consists of three dimensions: ability trust, trust integrity and the overall trust formed on this basis. And put forward suggestions on how to enhance tourists’ trust in tourist destinations.