| In recent 30 years,China’s tourism industry has continued to develop and is one of the most dynamic industries in China today.At the time of the tourism development in full swing,however,the crisis of confidence in the tourism industry begin to emerge and attract much attention.Especially,in recent years,frequent outbreaks of faithless events of tourist destination push the travel industry to the forefront,which make the destination tourism image damaged,and affect the healthy and orderly development of the tourism industry seriously.How to rebuild the trust of the tourists on the tourism industry and tourism destination,set up good tourism image,has become the important problem to be solved and academic problems worthy to be discussed.More and more tourism researchers found that destination tourism image is one of the most key factor to attract tourists.If a tourist destination image fuzzy chaos,it is hard to attract effect on the potential tourism customers group,still can make tourists have dull experience at the same time.It also reduce tourist’t rate of second glance,and make tourist loss it’s confidence of the destination.Tourist image of distinct personality and warm touching is the source of forming huge tourism market,also is the important basic of tourists having trust on destination.This research with use three representative tourist destination in hunan province as the research sample,they are zhangjiajie,the ancient city of phoenix and shaoshan.searching travel in Ctrip with the sample as keywords,building tourist destination trust factors concept model with the method of grounded theory coding,analysing the influence factors of tourist destination trust with content analysis method,constructing tourism trust evaluation index system on the basis of the above.At the same time,on the basis of reference in related research results,thinking about the relaotionship between travel trust and tourism image meticulously,constructing the conceptual model about the relationship between them.And geting the data in the sample through the questionnaire survey form,since then,using software to analyse data,such as SPSS and so on,to analyze and verify the relationship between them.Analysis results show that: To begin with,tourism trust evaluation index system includes five indicator levels and sixteen object levels including reginal image,etc.Next,the factors of travel trust has a significant effect on travel trust,among this factors,reginal image is the precondition and foundation of travel trust,perceived quality,perceived value and emotional experience are the expression of the travel trust,and behavior is the result of travel trust.In addition,travel trust has a significant effect on destination cognitive image,affective image and overall image.In the end,in each travel trust dimension,perceived quality,emotional experience and behavior tendency of tourism have positive significant influence on cognitive image,destination image and perceived value have no significant positive influence on cognitive image;perceived quality,emotional experience and behavior tendency have positive significant influence on affective image,destination image and perceived value have no significant positive impact emotional image.Finally,based on the data analysis results,some construction and management suggestions are put forth regarding the destination tourism trust,in order to provide feasible operation basis for tourism destination marketing management in practice. |
