民宿虚假宣传对游客公民行为的影响及修复策略  

On the Impact of False Propaganda from the Homestay on Tourist Citizenship Behavior and the Trust Repair Strategy

作　　者：朱连心[1,2] 张文 李世杰[2] ZHU Lian-xin;ZHANG Wen;LI Shi-jie(College of Management,Hainan University,Haikou 570228,China;College of Economics,Hainan University,Haikou 570228,China;College of Tourism,Hainan University,Haikou 570228,China)

机构地区：[1]海南大学管理学院,海南海口570228 [2]海南大学经济学院,海南海口570228 [3]海南大学旅游学院,海南海口570228

出　　处：《海南大学学报（人文社会科学版）》2022年第5期158-168,共11页Journal of Hainan University （Humanities & Social Sciences）

基　　金：国家社会科学基金项目(19BGL139);海南省自然科学基金高层次人才项目(2019RC002);海南省哲学社会科学基金项目(HNSK(JD)17-09);海南省教育厅高等学校科学研究基金项目(Hnky2019-23)。

摘　　要：近年来民宿网络虚假宣传现象层出不穷,这不仅损害了游客的利益,也给民宿行业发展带来危害。文章基于SOR理论,运用情景模拟实验法研究民宿网络虚假宣传对游客信任、游客公民行为的影响以及信任修复策略的修复作用。研究结果表明:两类民宿虚假宣传均对游客公民行为产生了显著的负面影响。而且相较于误导性虚假宣传,欺骗性虚假宣传对游客信任的负面影响更大。民宿虚假宣传通过游客信任影响游客公民行为。民宿虚假宣传发生后,两类信任修复策略均能对虚假宣传产生一定的修复作用,但信任修复策略类型与民宿虚假宣传类型的交互作用不显著。In recent years, the phenomena of false online propaganda from the homestay have emerged endlessly, which not only damage the interests of tourists, but also cause some harm to the development of homestay industry. Based on the SOR theory, this paper, adopting the scenario simulation experiments, tests the negative effects of false online propaganda from the homestay on the tourist trust, and tourist citizenship behavior, along with the repairing effects of trust repair strategies. As a result, both types of false propaganda from the homestay have a significantly negative impact on tourist citizenship behaviors. And compared with the misleading false propaganda, the deceptive false propaganda has a greater negative impact on tourist trust.The false propaganda from the homestay affects tourist citizenship behaviors through tourist trust. After the false propaganda from the homestay happens, both the emotional repair strategy and the corrective repair strategy have the certain repair effects. However, the interaction between the type of false propaganda and the type of trust repair strategy shows no significance.

关 键 词：民宿虚假宣传 游客信任 游客公民行为 信任修复 

分 类 号：F592.6[经济管理—旅游管理]