Customer Trust In A Tourism Destination And Its Impacts On Customer Loyalty

As a rising industry, tourism industry gets an overall recognized because of dramatically development and comprehensive economic benefits. In 2008, the GDP of China has broken through $3,000 for the first time, by which critical point tourism industry in China , where the mainstream of tourism is still Sightseeing, should has been upgraded into Vacation. Partly this is because of Chinese conservative consuming attitudes, on the other hand the general lack of trust in our society is another key reason. Under such social backgound, how to rebuild tourists' confidence in tourism is an imperative proble in tourism industry.In order to build tourists' trust , tourism destination not only has to evaluate their own performances , but also explore the reasons of tourists' trust in destination from the perspective of tourists themselves. What's more, in the field of relationship marketing, the impact of customer trust on loyalty has generally demostrated while such research in tourism sector is rare.So the research of the relationship in the background of tourism is of great significance practically and theorically. This paper gets five antecedents on the basis of relevant research. They are perceived quality,perceived risk,perceived value,customer satisfaction and destination image with which it also formulates the equation of such impacts.Using the software of SPSS15.0 and AMOS7.0, we got the following results:First, the formulating mechanism of tourists' trust in tourism destination. Under the background of tourism, the five antecedents' impacts on tourist trust have been proved positively, with destination image raking the first while perceived value the lowest. The rest are customer satisfaction,perceived quality,perceived risk from the highest to the lowest which are all proved significantly.Second, the rank of tourist trust among tourist loyalty's four antecedents. The analysis demostrated the fllowing results:1)Customer trust ranks the first among the four antecedents.2)The influences of customer trust and satisfaction on customer loyalty are direct while those of perceived quality and perceived value are indirect via customer trust and satisfaction.Lastly, we put forward some practical suggestions on building customer loyalty in response to the above conclusions.