A Research On The Relationship Between Tourist Destination Trust、Mood And Approach-avoidance Behavior

Tourists’ trustworthiness of a specific destination not only affect their processes of decision-making and their visiting intention, but also related to the long-term development of the tourism destination, thus research on destination trustworthiness is of great academic significance. Due to the more and more intense competition in regional tourism, tourism destination image and tourism quality getting more attention, the level of trust as an effective way to reflect specific destination competiveness, tourists’ trustworthiness of a destination received much attention.This article examines destination trust as its main theme, explores approach-avoidance behavior and the intermediary role of mood. Based on available literature, we clarify the conception of trust, mood and approach-avoidance behavior, also find the dimensions and related research progress of these three variables. Then constructs a conceptual model and uses SEA to analysis the dialectic relationship of trust, mood and approach-avoidance behavior. And then, through the analysis of the 541 samples obtained by questionnaire to the tourists in Shaoshan, we find three conclusions in this research: first, the tourists’ destination trust has a positive influence on their approaching behavior; Second, the tourists’ destination trust has a significant positive effect on mood; Third, arousal has a negative impact on avoidance behavior. Finally, the article proposes some practical suggestions and future research directions.