Trust Towards Tourism Destination From The Perspective Of Semiotics:A Study On The Formation Mechanism And Behavior Influence

Trust is an important factor affecting tourists’ behavior.The frequent occurrence of dishonesty and emergencies in tourist destinations seriously damages the image of tourist destinations,affects tourists’ willingness and behavior,and has a great negative effect on tourists’ satisfaction.Therefore,it is highly necessary and urgent to study the influencing factors of tourists’ trust to tourism destination and explore the mechanism of tourists’ behavior.From the perspective of semiotics,tourism process is a process of symbol interpretation for tourists,and the essence of tourism experience is symbol interpretation.When the tourists’ interpretation of destination tourism symbols tends to a certain paradigm,the tourists will have certainty perception,that is trust,of destination tourism symbols.The interpretation of the symbols that influence trust can vary depending on the context and interpersonal communication.In other words,tourists’ trust towards the destination is related to destination tourism symbols and interpersonal interaction.Therefore,based on the perspective of semiotics and social interaction theory,analyzing and deconstructing of tourists’ trust towards destinations can be benefit to gain the knowledge about the formation mechanism,connotation and behavioral impact of tourists’ trust towards destinations,and can provide theoretical guidance and empirical evidence for the construction and optimization of trust towards destinations.Based on the Triadic Relation Theory,Symbolic Interactionism Theory and S-O-R Model,this paper analyzed the connotation,dimensions,inducing factors and effectiveness of tourists’ trust towards destinations.This paper mainly explored the tourism symbol system of destination,the structure dimension and formation process of touri sts’ trust towards destination,the influence of trust to tourist engagement behavior and configuration effect.This paper analyzed the tourism symbol system of destination and the dimensional structure of tourists’ trust towards destinations,and explored the mechanism of tourists’ trust towards destinations using the qualitative and quantitative analysis.The main research processes include as the flowing: firstly,defining the structural dimensions of the core concepts such as destination tourism symbol object and destination trust through interview and grounded theory;secondly,building and verifying the impact mechanism of tourist engagement by collecting data through questionnaires;thirdly,exploring the configuration path of tourist engagement affected by tourist engagement through fuzzy set comparative analysis;and fourthly,putting forward the construction and regulation strategies of tourist engagement based on empirical research results.The conclusions are as follows:(1)The tourists’ trust towards destinations is the tourists’ definite perception of the destination’s tourism symbols.After perceiving the information of the symbol object,tourists would interpret the meaning of the symbol form and the interpretation of the symbol to form the clear perception of the symbol,that is trust,which includes landscape trust,brand trust,system trust,business trust and emotional trust.(2)The perception of tourist symbols is an important push to promote tourists’ trust towards tourist destinations.Landscape symbol perception is the key factor to improve landscape trust,and brand symbol perception has an important impact on brand trust,and system symbol perception is the key to enhance system trust,and business symbol perception is the important f actor to enhance business trust,and emotional symbol perception is of great significance to promote emotional trust.(3)Interpersonal interaction plays an important role in the relationships of brand symbol perception and brand trust,business symbol per ception and business trust,emotional symbol perception and emotional trust.(4)Tourists’ trust towards the tourist destination is a key factor in the occurrence of consumption behavior,feedback behavior,aid behavior,support behavior and loyalty behavior.(5)Consumption behavior,feedback behavior,aid behavior and support behavior are important driving forces of loyalty behavior.(6)Tourists’ trust,consumer behavior,feedback behavior,aid behavior and support behavior have a mediating effect on the relationship between symbol perception and loyalty behavior.(7)The synergistic combination of landscape trust,commercial trust,brand trust,institutional trust and emotional trust has a differentiated effect on the engagement behavior of tourists.This study puts forward the construction strategies and management suggestions of trust towards tourism destination.First,standardize the construction of destination tourism symbol system and establish the awareness of details.Second,attach importance to the interactive atmosphere of tourism.Third,the tourist destination should help tourists improve the interpretation of tourist symbols.Fourthly,tourist destination should subdivide the tourists’ trust towards the tourist destination and construct the t rust according to its types and characteristics.Fifth,tourist destinations should strive to strengthen the loyalty of tourists.Sixth,tourism destination can choose the combination of factors according to the objective reality,maximize the promotion of tourist engagement behavior,and promote the value of tourists and tourism destination.Possible theoretical contributions are illustrated as below: in the first place,this paper explores and analyzes the connotation and structural elements of tourists’ trust towards destinations from the perspective of semiotics,which provides a new train of thought for relevant research;secondly,it clarifies the formation process of tourists’ trust towards destinations from the perspective of symbolic interaction,which provides a theoretical basis for dynamic cognition of the formation mechanism of tourists’ trust towards destinations;and thirdly,it examines the behavior influence mechanism of tourists’ trust towards destinations,and systematically understands the effect of tourists’ trust on tourist engagement behavior from the perspective of linear correlation and condition combination,so as to provide more sufficient theoretical support and empirical basis for relevant research.Tourists’ trust towards destinations could be studied and explored in the future from the indirect response relationship between symbolic meaning and symbolic objects.