农村居民对旅游开发商初始信任动机产生机制研究--基于湖南、广西217位农村居民的调查数据

Research on the Mechanism of the Initial Trust Motivation of Rural Residents to Tourism Developers--Based on the Survey Data of 217 Rural Residents in Hunan and Guangxi

农村居民对旅游开发商缺乏信任已经成为乡村旅游发展的一大障碍。根据信任倾向、信任信念、受信方特征、基于制度的信任、基于人际关系的信任和信任动机构建机制模型,并进行实证分析。结果表明:信任倾向、信任信念、受信方特征、基于制度的信任和基于人际关系的信任均对信任动机产生明显的正向作用,其中,基于制度的信任对信任动机产生的影响最为显著;农村居民的信任动机在性别、年龄、受教育程度、企业工作经历上存在显著差异。因此,政府应加强对农村居民的培训,引入诚信企业,并建立完善制度体系。

The lack of trust of rural residents in tourism developers had become a major obstacle to the development of rural tourism.This paper constructed a mechanism model based on trust propensity,trust beliefs,fiduciary characteristics,institution-based trust,interpersonal re-lationship-based trust and trust motivation,and conducted an empirical analysis.The results showed that:Trust propensity,trust beliefs,fidu-ciary characteristics,institutional-based trust and interpersonal-based trust all had significant positive effects on trust motivation,among which institutional-based trust had the most significant effect on trust motivation;there were significant differences in trust motivation among rural residents in terms of gender,age,education level and corporate work experience.The government should strengthen the training of rural resi-dents,introduce honest enterprises and establish a perfect institutional system.