Progress and Insights of Trust Research in Tourism Context:A Literature Review of English Publications
Trust has long been recognised as playing an important role in dealing with uncertainty and incomplete knowledge situations,however,there was limited attention among tourism academic scholars.By reviewing,analyzing and synthesizing 148 articles published in international authoritative journals up to October 2022,this research systematically identifies the theoretical frameworks,methodological approaches,main themes and research insights in tourism research of trust.The findings indicate:(1)With regard to the theories that were applied,it is found that there is a both diversified and concentrated characteristic about the theories used in the existing studies,with the majority of them employing social exchange theory,which covers three major research topics of tourist trust in tourism consumption,resident trust in tourism development and organizational trust in tourism corporate management.(2)In terms of research methodology,on one hand,the articles feature empirical studies,primarily using quantitative methods,with questionnaire survey as the major data collection tool;On the other hand,interview is the main data collection methods for qualitative research.In addition,network text data,image data,log data,etc.are also innovatively used in related research.(3)Regarding topical areas,tourist trust in tourism consumption,resident trust in tourism development and organizational trust in tourism corporate management are the three major research topics.In particular,tourist trust in tourism consumption tops the list that covers online bookings,technology applications,risk management and offline tourism consumption in various contexts of tourist trust.Meanwhile,resident trust including their government trust and social trust,and organizational trust involves inter-organisational trust as well as employee trust in the organization.In summary,this research identified further enhancement in dialectical reflection on trusts,destination overall trusts,dynamic process of trusts and variety of methodology,and proposed the discrepancies in trust culture between the East and the West as the direction for future research on trust in China tourism.
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