分享经济背景下旅游供应链关系的信任机制研究

发布时间：2018-02-10 10:46

本文关键词： 分享经济旅游供应链关系能力信任善意信任信任机制　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着分享经济产业与旅游业的相互渗透,海量分散化闲置旅游资源涌入旅游市场,具有闲置旅游资源的旅游者渐渐加入旅游服务商的行列,扮演着旅游者与潜在旅游服务商的双重身份,分享经济背景下潜在旅游服务商与旅游者之间的关系成为一种新的旅游供应链关系,信任一直是分享经济与旅游业中的研究热点,但有关分享经济背景下旅游供应链关系的信任机制研究却不多,因此需要加强对分享经济背景下旅游供应链关系的信任研究,不仅能够丰富旅游供应链理论,同时也能够为分享经济背景下旅游供应链关系的信任机制构建提供一定的实践指导,增强旅游供应链的稳定性,使旅游供应链上各个主体之间达到共赢,促进旅游可持续发展。本文的研究内容分两部分。第一部分为理论研究,对本文的研究背景、研究意义以及研究内容与方法进行概述,评述分享经济、旅游供应链及信任机制的相关文献,在文献综述的相关理论支撑下,研究分享经济背景下旅游供应链模式,分析分享经济背景下旅游供应链关系,分析分享经济背景下旅游供应链关系的信任影响因素,并进行理论假设,创新理性行为理论和技术接受模型,构建分享经济背景下旅游供应链关系的信任模型;第二部分为实证研究,在理论假设和模型构建的基础上,设计调查问卷并进行发放,利用SPSS19.0软件对问卷收集的数据进行描述性分析、信度分析和效度分析,以确保数据的有效性,然后利用Amos23.0软件对分享经济背景下旅游供应链关系的信任模型进行假设检验,并修正模型,根据数据分析的结果得出结论,并分别从旅游服务商、旅游供应链系统环境、旅游者等3个层面探讨了技术型信任机制、威慑型信任机制、了解型信任机制,对分享经济背景下旅游供应链关系的信任机制的构建与完善给出建议,同时指出本文的创新点和不足之处并对未来研究进行展望。本文基于旅游供应链理论的基础上,结合分享经济的特点,以旅游者通过共享平台购买旅游产品为例,采用定性与定量相结合的研究方法,获得以下研究发现和结论:(1)分享经济背景下,旅游服务商信誉、旅游服务商规模和第三方认证正向影响旅游者信任感知,旅游者信任感知正向影响旅游服务商能力信任和旅游服务商善意信任;(2)虽然旅游法律保障正向影响旅游者信任感知的假设不成立,但是旅游法律保障与旅游服务商信誉、旅游服务商规模、第三方认证均有正相关关系,这说明在分享经济背景下,旅游法律保障间接影响旅游者信任感知;(3)不同的学历、职业和年旅游次数对各变量的感知存在显著差异,而性别、年龄和收入水平对各变量的感知不存在显著性差异;(4)构建和完善分享经济背景下旅游供应链关系的信任机制,旅游服务商尤其是潜在旅游服务商应该在信誉和规模上提高竞争力,进而提升旅游者信任感知,建立技术型信任机制;政府以及旅游行政机构等部门应该健全旅游法律体系,加强旅游行政管理监督力度,规范第三方认证机构,为旅游者和旅游服务商营造一个良好的旅游供应链环境,建立威慑型信任机制;·旅游者可根据其信任经历经验以及旅游服务商对其的影响进行提升信任感知,建立了解型信任机制。
[Abstract]:With the mutual penetration of sharing economy industry and tourism, mass tourism resources into tourism market diversification of idle idle, with tourism gradually join the travel service ranks, plays the dual identity of tourists and potential tourism service providers, to share the economic background in the relationship between dive travel service providers and tourists become a a new tourism supply chain relationship, trust has been a hot topic in economy and share in the tourism industry, but the research on trust mechanism about the relationship between tourism supply chain share economic background is not much, so the need to strengthen research on trust relationship of tourism supply chain share under the background of economy, tourism can not only enrich the theory of supply chain, at the same time can also provide some practical guidance for the mechanism of trust relationship of tourism supply chain sharing economy under the background of the construction of tourism, enhance the stability of the supply chain. To achieve win-win situation between each subject of tourism supply chain, promoting the sustainable development of tourism. The research content of this paper is divided into two parts. The first part is the theory research on textual research background, research significance and research contents and methods are summarized, comments on the sharing economy, tourism supply chain related literature and trust mechanism, the relevant theoretical support the literature review, the research model of tourism supply chain sharing economy background, analysis of sharing economy under the background of the tourism supply chain relationship analysis, sharing trust relationship of tourism supply chain under the background of economic factors, and the theoretical assumptions, the innovation theory of rational behavior and the technology acceptance model, construct share trust model the relationship of tourism supply chain under the background of economy; the second part is empirical research, based on constructing the theoretical hypothesis and model, design the questionnaire and distributed, based on SPSS19.0 software The questionnaire collected data were analyzed by descriptive analysis, reliability analysis and validity analysis, in order to ensure the validity of the data, and then trust model on the relationship between tourism supply chain sharing economy under the background of hypothesis testing using the Amos23.0 software, and the model is modified, according to the results of data analysis concluded, and separately from the tourism services, tourism supply chain the environment of the system, tourists and other 3 aspects of technical deterrence based trust mechanism, trust mechanism, understand the type of trust mechanism, establish and perfect the mechanism of trust to suggest the relationship of tourism supply chain to share the economic background, and points out the innovation and deficiency of this thesis and gives the prospect of future research. This paper is based on the the theory of tourism supply chain, combined with the shared characteristics of the economy, with tourists through the sharing platform to buy tourism products as an example, the research adopts qualitative and quantitative Method, obtained the following findings and conclusions: (1) the share economy background, travel service reputation, tourism service providers and the scale of the third party certification positively affects the tourist trust perception, tourist trust perceived positive impact on tourism service providers the ability to trust and goodwill trust travel service; (2) although the tourism legal protection positive effect tourists' perception of trust assumption does not hold, but the legal protection of the tourism and tourism service reputation, tourism service business scale, the third party certification had a significant positive correlation, indicating that the share of the economic background, the tourism legal protection of indirect effects of tourist trust perception; (3) there are significant differences in different degree, occupation, perception and travel times for each variable and the perception of gender, age and income level of each variable does not exist significant differences; (4) to construct and improve the sharing of economic relations under the background of tourism supply chain Trust mechanism, tourism service providers are potential tourism service providers should improve the reputation and competitiveness in the scale in particular, and thus enhance the tourists perceived trust, establish trust mechanism; government and tourism administrative departments should improve the legal system of tourism, strengthen the tourism administrative supervision, standardize the third party certification body, create a good the tourism supply chain environment for tourists and tourism service providers, establishing deterrence based trust mechanism; and tourists can according to their experience and trust in tourism service providers on the impact of improving trust perception, to establish the trust mechanism.

【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;F274

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