负面报道对旅游目的地的影响及信任修复研究  

The Effect of Negative Publicity on Tourism Destination Image and How to Repair the Tourists' Trustworthiness of Destination

作　　者：关新华[1] 谢礼珊[2,3] 皮平凡[1] GUAN Xin-hua XIE Li-shan PI Ping-fan(School of Geography ＆ Tourism, Guangdong University of Finance ＆ Economics, Guangzhou, Guangdong, 510320, China School of Business, Sun Yat-Sen University, Guangzhou, Guangdong, 510275, China Research Center for Service Business Administration, Sun Yat-Sen University, Guangzhou, Guangdong, 510275, China)

机构地区：[1]广东财经大学地理与旅游学院,广东广州510320 [2]中山大学管理学院,广东广州510275 [3]中山大学服务性企业管理研究中心,广东广州510275

出　　处：《经济管理》2017年第8期146-158,共13页Business and Management Journal ( BMJ )

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"

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。Nowadays, with information becoming more and more open, transparent, and the growing of tourists＇ right-protection awareness, negative publicity of tourism destination tend to cause serious consequences. It will affect the tourism destination image, tourists＇ travel choice, tourists＇ satisfaction and loyalty, trustworthiness of destination and so on. However, the extant researches of negative publicity mainly focus on enterprise, few studies take tourist destination as object. Moreover, scholars haven＇ t investigated the internal mechanism of harmful impact of negative publicity, and how managers can do to repair the tourists＇ trustworthiness of destination. In practice, managers also haven＇ t set up effective perception and monitoring system of trust and image. This indicates that it has important theoretical and practical significance to research the negative publicity of tourism destination. Therefore, this study focuses on the following questions： is negative publicity of tourism destination negatively associated with destination image;whether different types of negative publicity will produce different effects;what is the internal mechanism of negative effect;how to rebuild tourists＇ trustworthiness of destination after the negative publicity. Based on the theory of SOR （ Stimulus-Organism-Response）, this study built the research framework of two types of negative publicity x two types of trust restoration strategies-tourists＇ trustworthiness of destination-tourism destination image. Two situational experiments were designed to test the four hypotheses. Experiment one adopted the single factor design （the type of negative publicity： performance vs. values） , and tested the effect of negative publicity on the tourism destination image and trust through the manipulation of the type of negative publicity. By in- vestigating 131 participants ,the results of data analysis shown that the negative publicity really has significant nega- tive effect on tourism destination image;compared w

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 

分 类 号：F590.6[经济管理—旅游管理]