The Relationship Study Among Ewom, Destination Trust And Travel Intention

With the development and popularization of the internet technology, the internet has become an important communication platform between the consumers, and the EWOM has also become an important reference information to the consumers’ purchasing intentions. Due to the particularity of its services and experience of the tourism products, tourists can only assess the quality of tourism products after the consumption. Thus EWOM also become the important influential information source to the tourists’ travel intention. In addition, currently the lack of trust of the tourism destinations are not in the minority through exposure of the media, and this seriously affect the tourists’ travel intention to the tourism destination. But for the tourism industry,the research of EWOM and destination trust is few in the existing research at home and abroad.This study explores the relationship among EWOM, destination trust and travel intention under the guidance of theory of S-C-R. Choosing the ancient city of phoenix as a sample, and then distributing questionnaires randomly in the internet tourism communities to obtain the basic data. After determining the scientific distribution of the sample data and reasonable quality of the data, testing the internal structure of the core variables in this study and the fitting of the theoretical model of EWOM, destination trust and travel intention to the collecting data. The results of data analysis shows that the EWOM is an uni-dimensional structure variable, While destination trust including three dimensions of the aware of friendly, integrity and ability. The valence, interesting and quality of the EWOM have positive effects on the destination trust. Destination trust has significant positive impact on the travel intention. The valance of EWOM has significant positive effect on the travel intention, while the interest and quality of the EWOM has no significant positive effect on the travel intention.Finally putting forward the management revelation based on the conclusion draw from the data analysis, in order to provide some feasible operations for the marketing management of the tourism destination in practice.