Parallel Session 21, Motivation and Satisfaction Track: Research on the Destination Tourist Trust and Its Influence on Tourism Image

Classroom 209

The crisis of trust in tourist destinations has attracted wide attention since the tourism industry is in full swing, but the research on the influence of trust in tourist destinations has only just begun.This study, on the one hand, uses the grounded theory analyzing destination tourism trust constitute factors, the destination tourism trust evaluation index system composed of 5 indicators and 16 target layers is constructed,such as regional image etc. On the other hand, uses the structural equation model validate the impact path of the element of tourist trust to tourist trust, as well as its influential effect on the tourism image. Results show that: The composition factors of tourist trust are regional image, perceived quality, perceived value, emotional experience and behavioral tendency, and have significant influence on tourist trust.There are some dimensions of the tourist trust have significant influence on tourism destination image, others are not.The research conclusion has important guiding significance to the construction of destination trust and image construction.