Research On Trust Mechanism Of Tourism Supply Chain Relationship Under The Background Of Sharing Economy

With tourism and sharing economy mutual penetration,tourists with the idle tourism resources gradually join travel service providers,playing a dual role,which makes the traditional tourism supply chain mode changing.Trust is always the hotspot of sharing economy and the tourism industry,but research of trust in tourism supply chain relationship under the background of sharing economy is not much,so it is necessary to strengthen the research of trust in sharing economy-tourism supply chain relationship,which not only enrich the tourism supply chain theory,but also be able to provide certain practical guidance for the trust mechanism construction of tourism supply chain relationship under the background of sharing economy in order to enhance the stability of the tourism supply chain,so that various subjects in tourism supply chain can achieve a win-win situation,promoting sustainable tourism developmentThe research content of this article is divided into two parts.The first part is theoretical research.This article summarizes research background,research significance,research content and methods,and reviews the related research literature of sharing economy,tourism supply chain and trust mechanism.Under the support of literature review of the relevant theory,this article researches tourism supply chain pattern under the background of sharing economy,analyses tourism supply chain relationships under the background of sharing economy and trust influence factors of share economy-tourism supply chain relationship,carries on the theoretical assumptions,and build trust model of sharing economy-tourism supply chain relationship under the innovation of Theory of Reasoned Action and Technology Acceptance Model.The second part is the empirical analysis.On the basis of the theoretical hypothesis and model building,design questionnaire,distribute them to the tourists and use SPSS 19.0 software with descriptive analysis,reliability analysis and validity analysis to analyze the collected questionnaire data,in order to ensure the validity of the data,then use Amos23.0 software to test sharing economy-tourism supply chain relationship trust model and eventually correct the model.Make the conclusion according to the result of data analysis and discuss technical trust mechanism,deterrence trust mechanism and understanding trust mechanism to perfect trust mechanism and give some advice to the decision-makers respectively from tourism service enterprise and tourism supply chain environment two aspects,and at the end of the article point out research innovation points,research deficiency and the future research prospects.Based on the theory of tourism supply chain,combining the characteristics of sharing economy,making tourists buy tourism products through the sharing platform as an example,adopting the combination of qualitative and quantitative research methods,the article obtains the following findings and conclusions:(1)The tourism service enterprise reputation,tourism service enterprise scale and the third party certification of tourism service enterprise positively affect the tourists trust perception,tourists trust perception positively affects the ability trust and benevolence trust of tourism service enterprise;(2)Although the tourism legal protection doesn't affect the tourists trust perception positively,but the tourism legal protection has a positive correlation with tourism service enterprise reputation,tourist service enterprise scale and the third party certification of tourism service enterprise.(3)Different education background,occupation and travel times per year affect each variable,but gender,age and income level don't affect each variable.(4)To build trust mechanism of sharing economy-tourism supply chain relationship,tourism service providers especially potential tourism service providers should be on reputation and scale to improve their competitiveness to strengthen tourists trust perception to build the technical trust mechanism;Government and the tourism administration departments should improve the legal system,strengthen the tourism administrative supervision for the tourists and tourism operators to build a good tourism supply chain environment and standard the third party certification institution to build the deterrence trust mechanism;Tourists could enhance their trust perception based on their experience of trust and the impact of tourism service providers to build the understanding trust mechanism.