旅游者风险感知对目的地信任影响研究——政府信任的中介作用  

A Study on the Impact of Tourist Risk Perception on Destination Trust:The Mediating Role of Government Trust

作　　者：蔡礼彬[1] 程晓盈 CAI Libin;CHENG Xiaoying(College of Management,Ocean University of China,Qingdao 266100,Shandong,China)

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《中国石油大学学报（社会科学版）》2024年第2期110-117,共8页Journal of China University of Petroleum (Edition of Social Sciences)

基　　金：教育部哲学社会科学研究后期资助项目(21JHQ094)。

摘　　要：旅游者风险感知与信任密切相关,各种风险所带来的不确定性会改变社会互动并造成信任危机,而旅游者目的地信任是影响旅游者满意度与忠诚度的重要因素。以安东尼·吉登斯关于风险感知和信任的论述为理论依据建立分析框架,通过网络问卷对326名风险经历者进行调查,并以政府信任为中介变量,以风险沟通、应急处置为调节变量,重点探讨了公共卫生事件情境下旅游者风险感知对其目的地信任的作用机制与效应。结果显示:风险感知对旅游者政府信任具有显著负向影响,而风险感知对旅游者目的地信任无显著影响;政府信任对旅游者目的地信任具有显著正向影响;风险沟通在风险感知与政府信任中不存在调节作用,应急处置在风险感知与政府信任中存在调节作用。In the era of frequent pandemics,tourists are increasingly faced with the likelihood of encountering risky situations.Risk and trust are inherently intertwined,and the uncertainties surrounding public health risks have the potential to disrupt social interactions and trigger a crisis of trust.Destination trust plays a pivotal role in shaping tourist satisfaction and loyalty.Drawing inspiration from Anthony Giddens' theoretical exploration of risk perception and trust,this study delves into the intricate relationship between tourists risk perception and their trust in destinations within the context of public health event.Utilizing an online questionnaire administered to 326 individuals who have personal experience with risk,this research explores the operational mechanism and implications of tourists risk perception on their trust in destinations,with government trust serving as a mediating variable and risk communication and emergency response serving as moderating variables.The results reveal that risk perception has a significant negative impact on tourists' trust in government,but does not significantly affect their trust in destinations.Conversely,trust in government exerts a positive influence on tourists' trust in destinations.Notably,risk communication does not moderate the relationship between risk perception and trust in government,whereas emergency response does.

关 键 词：旅游者目的地信任 风险感知 政府信任 公共卫生风险 

分 类 号：F59[经济管理—旅游管理]