负面报道对旅游目的地的影响及信任修复研究

发布时间：2018-02-20 23:29

本文关键词： 负面报道旅游目的地形象旅游目的地信任信任修复　出处：《经济管理》2017年08期 　论文类型：期刊论文

【摘要】：在信息日益公开化透明化,游客维权意识不断增强的今天,旅游目的地负面报道往往会造成严重的后果。然而,现有负面报道的研究主要针对企业,少数以目的地为对象的研究也未同时探讨负面报道产生消极影响的内在机制,以及管理者如何干预可以修复游客信任。本文基于SOR理论,构建了负面报道类型×信任修复措施—目的地信任—目的地形象的研究框架,采用两个情景实验对提出的假设进行验证。结果表明,负面报道会对旅游目的地形象产生显著的消极影响;与绩效型负面报道相比,价值观型负面报道对目的地形象和目的地信任的消极影响更大,且目的地信任在负面报道类型和目的地形象的关系中起中介作用。负面报道发生后,针对绩效型负面报道,赔偿具有比道歉更好的目的地信任修复效果;针对价值观型负面报道,道歉对目的地信任的修复作用更好。本文丰富了负面报道的理论研究,为旅游目的地应对负面报道提供了实践启示。
[Abstract]:Nowadays, when the information is more and more transparent and tourists' awareness of protecting the rights of tourists is increasing, negative reports of tourist destinations often have serious consequences. However, the existing research on negative reports is mainly aimed at enterprises. A few studies on destination have not explored the internal mechanism of negative reports and how managers can intervene to repair tourists' trust. This paper is based on SOR theory. A framework of negative report type 脳 trust repair measures, destination trust and destination image is constructed, and two scenarios are used to verify the proposed hypothesis. Negative reports have a significant negative impact on the image of tourist destination. Compared with the negative report of performance, the negative report of value type has more negative impact on destination image and destination trust. And destination trust plays an intermediary role in the relationship between negative report type and destination image. After negative report occurs, compensation has better effect of repairing destination trust than apology. This paper enriches the theoretical research on negative reports and provides practical enlightenment for tourism destinations to deal with negative reports.
【作者单位】：广东财经大学地理与旅游学院;中山大学管理学院;中山大学服务性企业管理研究中心;
【基金】：国家社会科学基金一般项目“我国旅游目的地竞争优势比较研究”(10BGL051) 广东省人文社会科学重点研究基地——汕头大学粤台企业合作研究院开放基金“粤台旅游公共服务质量与目的地形象构建研究”
【分类号】：F592

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