Research On The Influencing Factors Of Tourism Consumer Trust From The Perspective Of Sharing Economy

In recent years,with the rapid development of shared economy in China,the collision and combination of shared economy and tourism have brought opportunities and challenges to the development of tourism.The tourism sharing mode not only enlivens the idle mobile tourism resources or services of the residents(other related groups),but also meets the individualized tourism needs of tourists.However,China’s tourism sharing economy is in the early stage of development,and the weak interpersonal trust has become one of the key factors restricting its development.The establishment of trust between strangers is the core and foundation of the healthy development of tourism sharing economy.Compared with the traditional tourism model,the trust problem of tourists in the new model of tourism sharing economy is more serious.Therefore,this paper explores the trust mechanism of tourism sharing economy from the perspective of tourists,with a view to improving the trust of tourists and promoting the better and faster development of tourism sharing economy.In determining the influencing factors of tourists’ trust,this paper first combs and summarizes the research results of trust theory,shared economy theory and tourism shared economic development model,and provides literature support for determining the influencing factors.Secondly,based on the four dimensions of TBM proposed by McKnight et al.(1998),which are competence,integrity,honesty and goodwill,and combined with the reality of tourism sharing model,this paper introduces two dimensions of social system and product(service)attributes.After simplification and modification,five dimensions of tourist trust in this study are determined,namely,tourists,residents of tourist destination(other related groups),sharing platform and property.Product(service)attributes,social system.At the same time,on the basis of literature review,the above five research dimensions are concretized,and the credibility,trust tendency,experience and cognition,platform reputation,feedback mechanism,social system,product(service)price and product(service)quality of tourist destination residents(other relevant groups)are selected as the main influencing factors of tourist trust.This paper identifies with Lynne G.Zucker’s three trust mechanisms,process-based,feature-based and institution-based,and the mechanism of the three trust mechanisms.Based on the actual development of tourism sharing economy,this paper divides the mechanism of the influencing factors into direct impact,intermediary impact and moderating impact,and puts forward hypotheses.On the basis of the above ideas,through simplification and adjustment,the final theoretical model of this paper is determined.Secondly,this study draws on the mature scale of trust research,and combines the characteristics of tourism sharing economy to make research questionnaires and collect and sort out questionnaires.SPSS24.0 and AMOS software are used to validate the hypothesis in the model by validity analysis,correlation regression analysis and hypothesis verification analysis.The research draws the following conclusions: the credibility of the residents(other related groups),reputation of the platform,feedback mechanism of the platform,price of shared products(services),tourists’ experience,trust tendency and social system have a significant positive impact on tourists’ trust.The quality of tourism shared products(services)has no significant impact on tourists’ trust formation,while the social system factors have no significant impact on tourists’ trust formation.Tourist trust tendencies play a part of intermediary role between tourists’ trust tendencies and tourists’ trust tendencies.Tourist trust tendencies play a moderating role between the credibility of residents(other related groups)and tourists’ trust.Finally,according to the influencing factors,this paper puts forward some suggestions to improve the work intensity of tourism sharing platform and enhance the credibility of the residents of tourist destinations.