社会信任重构对我国居民潜在旅游消费意愿的影响

Impact of Social Trust Reconstruction on Potential Tourism Consumption Intention of Chinese Residents

社会信任是经济和社会生活的基本秩序和运行基础。然而长期以来,关于信任对旅游消费意愿影响的相关研究较少将社会信任视为独立研究对象。本文基于相关理论,重新将社会信任构建为关系信任、政府信任和普遍信任三种类型,使用CFPS2018年调查数据来研究上述问题。研究发现:在有无潜在旅游消费意愿的我国居民中,社会信任高低存在显著差异;社会信任的不同类型对潜在旅游消费意愿的影响截然不同,而这一结论在社会信任对潜在旅游消费强度的影响研究中依然成立;考虑到移动互联时代的影响,研究证明移动互联使用对社会信任中的部分信任类型和潜在旅游消费意愿之间起到了中介作用。在此基础上,管理者应通过建立社会信任分类标准实现精准营销、提高普遍信任水平、营造良好的移动互联使用环境等方式提升我国居民的旅游消费意愿。

Social trust is the basic order and operation foundation of economic and social life.However,for a long time,there has been little research on the impact of trust on tourism consumption intention regarding social trust as an independent research object.Based on the relevant theory,this paper reconstructs social trust into relationship trust,government trust and general trust,and uses CFPS 2018 survey data to examine the above problems.The results show that,there is a significant difference in the level of social trust among Chinese residents with or without potential tourism consumption intention;different types of social trust have different effects on the potential tourism consumption intention,and this conclusion is still true in the study of the impact of social trust on the potential tourism consumption intensity;considering the influence of the mobile Internet era,the research proves that the use of mobile Internet plays a mediating role between some trust types in social trust and potential tourism consumption intention.On this basis,managers should establish social trust classification standards to achieve precision marketing,improve the level of general trust,and create a good mobile Internet environment to enhance tourism consumption intention of Chinese residents.