A Research On Social Trust Problem About Tourists To Pedlars

Nowadays, the rapid advance of modernization and the rapid development of urbanization of the Chinese society, the material and cultural development drawing attention of the world’s "China speed" are on the increase. However, with the decline of traditional society and the disappearance of the acquaintance society, interpersonal trust in Chinese society has encountered the "risk"more than 30 years ago sociologist ulrich beck described and fell into "the dilemma of trust". Declining social overall level of trust results in narrowing the proportion of trust to the stranger, the process of human interaction being full of uncertainty and unable to anticipate the consequences and interpersonal trust degree dropping further.In the process of tourism development, social trust bottleneck is a mirror of social environment trust issues. Some scenic spots seafood ripped off,very expensive accommodation and negative news of conflicting between scenic workers and tourists reveal the sharp and urgency of the current tourism scenic integrity management problems, produce negative self-talk for the potential tourist consumption crowd and reduce the potential of tourism consumers overall level of social trust for traders.This article attempts from investigation of social trust of tourists to pedlars,using data to describe the current state of social trust of tourists to pedlars.Through log-linear model and factor analysis model,fingding out factors affecting social trust of tourists to pedlars and these factors how to make impact.Finally based on the reflected problem of data analysis,several countermeasures are put forward.The study found that the current level of social trust of tourists to pedlars is relatively low.In the process of tourism activities,Both in travel mode choice,buy souvenirs and other tourist activities, the tourists mostly maintained a high degree of psychological and risk prevention awareness.Factors influencing the level of social trust tourists to pedlars mainly includes two aspects:First, gender, place of residence, education level and other subjective factors;Second, information asymmetry,power rent-seeking, store image and other objective environment factors.Through different pathways,these factors affect social trust of tourists to pedlars.In order to provide constructive suggestions to solve the tourism development in the field of social trust issues,Aiming at the problem of the mechanism to improve tourists’ rational consumption, construct tourism information platform,improve system design, create good store image to solve the problem.This paper mainly analysis from the following six parts:The first part is an introduction.Mainly introduces the reason of selected topic and research background,the problem’s research ideas,and research methods theoretical significance and practical significance of study.The second part is to define related concepts and literature review. Relevant defined concepts is involved in the concept of trust,the classification of trust and the concept of social trust. Literature review is primarily involved in the study of foreign and domestic scholars on the issue of trust and summary of literature review.The third part is to analyze the status of social trust of tourists to pedlars and judge the influence factors. The status of social trust of tourists to pedlars is mainly through simple descriptive analysis.Through the travel form choice, the most trusted people, buying goods category, the most trusted vendors such as variable showed the tourists to pedlars in line with the actual conditions of social trustjudge the affecting factor of tourists to pedlars’social trust,mainly through the log-linear model--logit model for tourists’subjective factor analysis, factor analysis model for objective analysis of environmental factors, finding that pedlars’ gender, place of residence, education level, whether has a stable job and network factor, institutional factor, pedlars factor all will have an impact on social trust of tourists to pedlars.The fourth part is to explore how the factors influence the tourists’social trust to pedlars.Tourists’ subjective factors are irrational consumption, lack of legal rights and interests maintenance, reluctant to believe in others;External environmental objective factors are the information asymmetry of information level, power rent-seeking of system level and business integrated image of pedlars level.The fifth part is to explore countermeasures of raising the level of social trust in tourists to the pedlars.From five aspects to solve the problem of the social trust the tourists to pedlars, mainly through the conclusion mentioned factors that influence the tourists to the pedlars of social trust.improving the tourists’consumption awareness,dare to trust pedlars;using of network resources;establishing tourism information public platform,breaking the barrier of the information;perfecting the system design,compression power rent-seeking space;improving the quality of pedlars services to create a good store image;strengthing the construction of credit culture and good faith education to create a social atmosphere of integrity.The sixth part is the conclusion and reflection.In conclusion is mainly summarizes the whole article based on the above analysis. In outlook,pointed out this article’s deficiencies and the direction for further research.