Research On Tourists’ Decision-making Of Medical Tourism Destination Based On The Two-factor Perspective Of Trust

With the deepening of the aged society and the emergence of sudden human diseases,medical tourism has become a "new economy" that focuses on the development of China.However,facing the broad market prospects at home and abroad,many domestic medical tourism destinations are looking for ways to solve the loss of domestic tourists.At the same time,the preliminary survey found that,as an emerging form of tourism,medical tourism is in the primary stage of development in China,and the group cognition is still relatively insufficient,especially in the case that the domestic doctor-patient relationship and tourism service relationship cannot be maintained for a long time,the establishment of long-term trust relationship is the key to the development of domestic medical tourism destinations.The two-factor theory of trust is derived from the discussion of the relationship between trust and distrust in the research of trust theory.This theory has extensive application value and is beginning to be verified in different situations.However,in the research of the two-factor theory of trust,the research on the connotation and dimension of distrust is still obviously insufficient.Specifically,in medical tourism research,although trust has been proposed to be crucial to decision-making,there are relatively few researches on distrust,let alone the coexistence of the two.Taking the development of China’s medical tourism pilot zone as an example,this paper uses the two-factor theory of trust to verify the binary relationship between trust and distrust in the context of medical tourism destination decision-making.Empirical research is carried out with trust as the core to analyze the decision-making process of domestic medical tourism destination by tourist source groups.On the basis of qualitative and quantitative research,the trust guarantee system of medical tourism destination based on human-land trust is obtained,which provides guidance and suggestions for the marketing development of domestic medical tourism destination.Focusing on the above topics,this paper is divided into four parts: theoretical basis,qualitative root,quantitative verification and countermeasure research,with a total of eight chapters.Among them,the quantitative verification process is subdivided into three stages,and the overall research process is progressive layer by layer,and echoes before and after.First,the paper introduces the two-factor theory of trust to construct the conceptual framework of medical tourism destination decision-making and countermeasures.Based on the development of trust research,this paper clarifies and improves the two-factor theory of trust.As the theoretical basis of this paper,the concept,dimension and stage of related variables are preliminarily defined.The conceptual model of medical tourism destination decision is constructed from four levels and three stages.At the same time,combined with the current situation of research on the development of medical tourism destinations,the main problems of trust guarantee research are analyzed.Secondly,Boao Lecheng International Medical Tourism Pilot Zone is selected as a case study.Through in-depth interviews,ROST CM and Nvivo software are used to conduct content analysis and grounded analysis,and the connotation and dimension of trust and distrust are obtained from the perspective of customers(Trust: Ability,Integrity,Benevolence,;Distrust: Malevolence,Unreliable,Unpredictable)and five perceptual elements;From the perspective of destination service management,the sources of trust and distrust,the 17 basic components of trust guarantee mechanism and the content of guarantee measures are obtained,and the content framework and process of the trust guarantee system of medical tourism destination based on man-land relationship are preliminarily constructed.Thirdly,based on qualitative research results,relevant variables are supplemented and improved to obtain a complete medical tourism destination decision-making influence model.The hypothesis test was carried out by stages to refine the sources of questions for each variable.Take case as the core area to carry out the questionnaire pre-test,optimize the variable questions;Formal questionnaire survey was carried out,and variables were optimized through statistical analysis.The verification results are divided into three stages :(1)Trust and distrust are independent,coexist and different,and individual differences are common.Most of the target groups of medical tourism in China are "blind trust","blind doubt" and "limited trust";(2)In the dimensions of trust and distrust of medical tourism destinations,the significance of Integrity and Unpredictable on trust and distrust is weaker than other dimensions;The trust factor has an effect on the tourism intention,and the trust plays a positive leading role.(3)Cognition significantly affects trust;Among the five perceptual factors affecting cognition,management security,environmental factors and facilities have a high correlation with service quality,and environmental factors,price-cost and reputation image have a significant impact on cognition.Fourth,based on qualitative and empirical research results,based on the current primary development stage of China,the content of the medical tourism destination trust guarantee system based on the decision-making process is obtained,namely,the medical tourism destination trust guarantee based on the improvement of environmental service quality,the improvement of price and cost,and the optimization of reputation image.Based on the two factors of trust,this paper puts forward some suggestions on how to optimize the trust guarantee system of medical tourism destinations in China.On the whole,this paper has completed the relevant research content well,and successfully applied the two-factor theory of trust to the research of medical tourism destination decision-making,and constructed the medical tourism destination trust guarantee system based on the decision-making process,which provides an important basis for the construction and promotion of domestic medical tourism destination.The innovation of this research is mainly reflected in the following aspects :(1)in the context of medical tourism destination decision-making,the two-factor theory of trust is clarified and verified,and the research system of the two-factor theory of trust verification is improved;(2)To build a complete research system of medical tourism destination decision-making,and broaden the scope of the application of the two-factor theory of trust;(3)The hybrid research method was adopted to form a complete verification method.(4)Focusing on the perspective of human-land multi-participants enriches the research methods related to medical tourism.In terms of theoretical contributions :(1)Starting from the theory of trust,this paper optimized the research system of the two-factor theory of trust;(2)It fills in the gap of the differentiation of distrust dimensions and further improves the research content of the two-factor theory of trust;(3)The research concept of medical tourism is sorted out and improved,and the research system of medical tourism destination trust is expanded.Based on the above conclusions,this paper puts forward practical inspiration for the optimization of the trust guarantee system of medical tourism destination,provides a practical basis for the experience promotion of medical tourism pilot zone,and puts forward the research limitations and future research directions.