Destruction And Reconstruction Of Tourism Destination Trust After Scandal

In recent years, frequent outbreaks of contradiction of guides, businesses, residents and tourists, made tourism image fall down quickly, greatly reduced the trust of tourists, the tourism industry is facing a serious crisis of confidence. Recently online exposure "Qingdao sky high price of shrimp" the incident caused an uproar in the community, users have lamented Qingdao Tourism who dare! " Some time ago,Sanya price seafood" event also makes beautiful romantic Sanya tourism image overshadowed. Hong Kong but also because of "anti-parallel-off" event so that the image in the minds of mainland tourists plummeted, losing their trust as a tourist destination, leading to the sharp drop in the number of mainland tourists. In addition, in the wisdom of the growing popularity of travel technology, individual travel is increasingly common, tourists increasingly awakening awareness of rights situation, competitive destination for tourists behave more competition for their sense of trust. So, research the travel scandals undermine trust differences tourist destination and reason as well as how to rebuild trust with the promotion of tourism destinations of tourists is crucial.This study set up in the process of rapid development of tourism.Tourist destinations scandal continues, under trust declining tourist destination in the background, the research object of this paper is to travel destination. Through the research of domestic and foreign scholars' related theory and empirical research and the research results of the study, the relationship between the type of tourism scandal and the trust damage of destination, the relationship between the attribution of the scandal and the trust of the destination, the decrease of trust degree and the effect of different restoration strategies are discussed.This article aims to by reviewing the exploration and theoretical research of practical problems.Put forward the attribution of the scandal and trust model reconstruction strategy of research. And through the questionnaire design, survey and empirical analysis, validate the model proposed. The main conclusions for the paper are as follows: Different types of tourism scandals have differences to damage the trust of destinations. Trust crisis events of different attribution of destination damage are different, The attribution of different trust crisis events are different damaging effects among the destination trust. The scandal is exposed, when the public take external attribution to the scandal, The trust of tourist destinations is not destroyed, when the public take internal attribution, stable attribution and control attribution to scandal, The trust of tourist destinations is destroyed. The three trust repair strategies can affect the destination trust positively and are different between each other. From the destination integrity against the scandal, The three repair strategies have little difference among the role of improvement for the destination trust. Related to the destination ability against the scandal, Corrective repair has better trust repair and reconstruction results than emotional repair and informational repair.By the way, Some practical, targeted measures to the tourists trust reconstruction of destination are put forward through the study conclusion of this article. Such as improving the ability of the destination, honest to tourists, reducing the probability of scandals, different repair strategies for the scandal type, establishing scandal prevention and response mechanisms, building tourism trust system, and so on.