Factors & Strategies Study Of Tourist Trust Building With Travel Agencies

Researches on trust, credit have been always the key issues chased by sociologists, psychologists and economists home and abroad. In today's tourism business environment, the development of a healthy environment of competition is awfully stunted by trust or credit crises, and tourists' principal station is being crippled as well. Credit issues in tourism have already absorbed wide attentions from the relative administrative departments and the majority of experts. In some areas of China, a set of credit evaluation system and administrative measures have been implemented and already achieved good effect in practice. However, generally speaking, in the segmentation of travel market, the domestic researches on trust or credit usually focus on theoretical aspect, and lack complete, embedded and systematical study, furthermore, experimental researches can be counted on our fingers. Therefore, our research is designed to facilitate a systematic study of trust in tourism field, and supply a trust building strategy with effective guidelines both in theory and in practice between travel agencies and tourists.According to the literatures at present, practitioners and researchers overseas in travel industry have established a complete study system in the trust research, and the researchers usually apply theoretical and experimental analyses conjointly, so the research results will also offer good advices and proposals in practice, while our researches at home still need more experimental supports to complete our study system. In travel business, service providers, tour guiders, residents in the destination and etc. are the key roles interacting with tourists in the whole process of traveling, most of the all, the guiders, who act as the service representative for travel agencies, contact most frequently with tourists, hence the guiders play a crucial role in building trust with tourists. Standing in the present macroscopic situation in tourism market, borrowing essential research results from sociology, psychology and economics, making the domestic tourists purchasing the package tour product the studying object, we propose the factors that contribute to trust building from the point of the tourists should be composed of the internal and the external. The internal factors are closely relative to the tourists themselves, and the external are made up by the supply side of tourism product and the macroscopic factors like governmental administrations. On the basis of quantitative data from paper a paper questionnaire survey, this paper will focus on the study of trust building strategy between tourists and travel agencies, and seek for efficient strategies to work out the problem of trust crises in tourism industry. In short, the innovations in this paper lie in the following aspects:Firstly, from the tourists' side, examining the external and internal factors relative to tourist trust building, we establish a theoretical model of trust building strategy between tourists and travel agencies,; Secondly, in experimental analysis, further aiming at the tourists purchasing the package tour product, by scientific sampling (340 tourists were involved in the survey, data from 321 tourists was collected , data from 292 tourists was valid, among which, 292 tourists were experienced), based on quantitative data from a paper questionnaire survey, we have a discussion about trust intentions of tourists with dissimilar personal background, particularly, making comparison between rich experience and poor experience tourists, and among tourists with different degree of satisfaction to their prior experience, meanwhile, we also explore efficient ways for travel managers and guiders to achieve client trust by theoretical and quantitative study; Lastly, the effectiveness, the scientific nature and the practical meaning of our findings are tested and supported by the previous academic results from experimental researches both domestically and abroad, which has filled the gap in the experimental study of the tourists' trust intentions in China.