Study On The Hainan Tourism Credibility Based On Visitors’Perceptions

The report of the Eighteenth Party Congress:carry out the moral prominent problem in the field of special education and governance, Strengthen-government integrity, business integrity, social integrity and the judicial public trust construction. With the improvement of people’s living standards, tourism as a fashionable lifestyle into people’s lives, and its importance has been increasingly recognized. China has hanged from a tourist resources country into a tourism economy country, but lack of integrity in tourism becoming a serious problem. Hainan is in a period of rapid development of building International Tourism Destinations, Repeatedly broken scandal has serious impact on tourists in Hainan’s image of tourist and great influence to tourism development in Hainan.This study was designed an implications of integrity from literature review and build a measure of tourism in Hainan integrity evaluation system base on tourists’ perception, use the evaluation system to quantitative analysis Hainan tourism integrity and identify the specific problems of the Hainan Tourism integrity. This thesis analysis the correlation between Hainan tourism integrity and visitor satisfaction, perceived value, behavioral intention to recognize the integrity important role in the development of tourism. Finally, summary the hoping to help the relevant government departments and tourism enterprises.This thesis concluded:(1) The Hainan Tourism integrity evaluation system has very good reliability, it can be used as an effective tool for assessing the integrity of Hainan Tourism.(2) Systematic analysis of the relationship between the Hainan Tourism integrity and three main subject of it. The Hainan Tourism integrity overall tends to be general. The Hainan Tourism integrity between three main subject of Hainan Tourism integrity has a positive linear relationship and obtained the multiple linear regression equation in which the Hainan Government and tourism management department integrity has the highest correlation with Hainan Tourism integrity. Within the three main subject of Hainan tourism, the lowest degree of integrity is the government administration, the mean is3.11;There is a strong positive correlation relationship between the three main of Hainan tourism, the strongest correlation is government department between tourism enterprises. This shows that the Government and tourism authorities played a vital role in the integrity of the building, and needs to strengthen the leading role of government. In Hainan Tourism enterprises of all types, the lowest integrity degree is travel agencies and tour catering. In contrast, the highest is tourism traffic.(3) The Hainan Tourism integrity between customer satisfaction, perceived value, behavioral intentions has an positive correlation, and Hainan Tourism integrity between visitor satisfaction, perceived value has a strong positive correlation while it has weaker positive correlation with behavioral intention.