THE EFFECT OF DESTINATION TRUST ON TOURISTS’ TRAVEL INTENTION AFTER THE COVID-19
DOI:
https://doi.org/10.17501/23572612.2022.7107Keywords:
Destination trust, destination reputation, travel intention, post COVID-19 pandemic, MacauAbstract
Due to the impact of the COVID-19 pandemic, destinations are facing the crisis of losing benefits, tourists and reputations, and the negative evaluations of destination performances. Trust is an important variable which has been used in crisis management and destination development. Moreover, destination trust can be used as an effective tool to increase tourists’ travel intention and revitalize tourism after the COVID-19. However, limited studies have examined the role of destination trust in tourists’ travel decision after the pandemic. The purpose of this study was to explore antecedents of destination trust from cognitive perspective and to examine the role of destination trust in tourists’ travel behaviors after the COVID-19 pandemic. Data was collected through a self-administered questionnaire from Mainland Chinese tourists who plan to travel to Macau after the pandemic in May and June 2022. The results showed that destination trust was influenced by destination image, destination reputation and knowledge of government performance. Destination image and reputation were important antecedents of travel intention. Destination reputation had the strongest impact on destination trust and travel intention. This study extends the existing literature and provides a new conceptual framework to examine travel intention by emphasizing the effect of destination trust. From practical implications, this study provides suggestions to destinations to deal with crisis caused by the pandemic, and to facilitate the recovery of tourism industry. Destination managers should provide satisfying performances, and rebuild strong destination images and reputation to increase tourists’ trust of destination and travel intention after the COVID-19.
Downloads
References
Abubakar, A. M., & Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management, 5(3), 192-201.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411-423.
Al-Ansi, A., & Han, H. (2019). Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of Destination Marketing & Management, 13, 51-60.
Artigas, E. M., Yrigoyen, C. C., Moraga, E. T., & Villalón, C. B. (2017). Determinants of trust towards tourist destinations. Journal of Destination Marketing & Management, 6(4), 327-334.
Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of crosscultural psychology, 1(3), 185-216.
Chen, C. F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism management, 36, 269-278.
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & marketing, 20(4), 323-347.
Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism management, 40, 382-393.
Darwish, A., & Burns, P. (2019). Tourist destination reputation: an empirical definition. Tourism Recreation Research, 44(2), 153-162.
Hair JR, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th Edition). Englewood Cliffs, NJ: Prentice Hall.
Han, H., & Hyun, S. S. (2015). Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, 20-29.
Islam, M. S., Mahmud, R., & Ahmed, B. (2021). Trust in Government during COVID-19 Pandemic in Bangladesh: An Analysis of Social Media Users’ Perception of Misinformation and Knowledge about Government Measures. International Journal of Public Administration. https://doi.org/10.1080/01900692.2021.2004605
Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business research, 58(4), 500-507.
Kumar, V., & Kaushik, A. K. (2017). Achieving destination advocacy and destination loyalty through destination brand identification. Journal of Travel & Tourism Marketing, 34(9), 1247-1260.
Liu, J., Wang, C., Fang, S., & Zhang, T. (2019). Scale development for tourist trust toward a tourism destination. Tourism Management Perspectives, 31, 383-397.
Loureiro, S. M. C., & Kastenholz, E. (2011). Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal. International Journal of Hospitality Management, 30(3), 575- 583.
Marinao, E., Chasco, C., & Torres, E. (2012). Trust in tourist destinations. The role of local inhabitants and institutions. Academia, Revista Latinoamericana de Administración, 51, 27-47.
Pan, S. L., Pan, G., & Devadoss, P. R. (2005). E-government capabilities and crisis management: Lessons from combating SARS in Singapore. MIS Quarterly Executive, 4(4), 385-397.
Proceedings of the 9th International Conference on Hospitality and Tourism Management, Vol. 7, Issue 1, 2022, pp. 65-78
Park, S. H., Hsieh, C. M., & Lee, C. K. (2017). Examining Chinese college students’ intention to travel to Japan using the extended theory of planned behavior: Testing destination image and the mediating role of travel constraints. Journal of Travel & Tourism Marketing, 34(1), 113-131.
Park, J., & Song, H. (2021). Variance of destination region image according to multi-dimensional proximity: A case of the Greater Bay Area. Journal of Destination Marketing & Management, 20,
Petrick, J. F. (2011). Segmenting cruise passengers with perceived reputation. Journal of Hospitality and Tourism Management, 18(1), 48-53.
Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of travel research, 51(3), 342-356.
Rahmafitria, F., Suryadi, K., Oktadiana, H., Putro, H. P. H., & Rosyidie, A. (2021). Applying knowledge, social concern and perceived risk in planned behavior theory for tourism in the Covid-19 pandemic. Tourism Review, 78(4), 809-828.
Ramesh, R. (2017). Does trust matter? An inquiry on citizens’ trust in public institutions of Sri Lanka. Millennial Asia, 8(2), 123–145
Rastegar, R., Seyfi, S., & Rasoolimanesh, S. M. (2021). How COVID-19 case fatality rates have shaped perceptions and travel intention? Journal of Hospitality and Tourism Management, 47, 353–364
Serviços de Saúde de Macau (Macau Health Bureau) (2022). Special webpage against Epidemics. Available at https://www.ssm.gov.mo/apps1/PreventCOVID-19/en.aspx#clg22916
Shen, Y. S., Jo, W., & Joppe, M. (2022). Role of country image, subjective knowledge, and destination trust on travel attitude and intention during a pandemic. Journal of Hospitality and Tourism Management, 52, 275-284.
Shin, H., Kang, J., Park, C., & Lee, H. (2022). How will multifaceted trust impact domestic travel during the COVID-19 pandemic and subjective well-being? A comparison between Korea and the US. Tourism Management Perspectives, 44. https://doi.org/10.1016/j.tmp.2022.101033
Shin, H., Nicolau, J. L., Kang, J., Sharma, A., & Lee, H. (2022). Travel decision determinants during and after COVID-19: The role of tourist trust, travel constraints, and attitudinal factors. Tourism Management, 88. https://doi.org/10.1016/j.tourman.2021.104428
Su, L., Hsu, M. K., & Swanson, S. (2017). The effect of tourist relationship perception on destination loyalty at a world heritage site in China: The mediating role of overall destination satisfaction and trust. Journal of Hospitality & Tourism Research, 41(2), 180-210.
Su, L., Lian, Q., & Huang, Y. (2020). How do tourists' attribution of destination social responsibility motives impact trust and intention to visit? The moderating role of destination reputation. Tourism Management, 77. https://doi.org/10.1016/j.tourman.2019.103970
Van Ryzin, G. G. (2007). Pieces of a puzzle: Linking government performance, citizen satisfaction, and trust. Public Performance & Management Review, 30(4), 521-535.
Wang, Y. C., Liu, C. R., Huang, W. S., & Chen, S. P. (2020). Destination fascination and destination loyalty: Subjective well-being and destination attachment as mediators. Journal of Travel Research, 59(3), 496-511.
WHO (World Health organization) (2022). WHO coronavirus disease (COVID-19) dashboard. Available at https://covid19.who.int/ Wong, J. W. C., & Lai, I. K. W. (2022). The mechanism influencing the residents’ support of the
government policy for accelerating tourism recovery under COVID-19. Journal of Hospitality and Tourism Management, 52, 219-227.
Wu, G., & Liang, L. (2020). Examining the effect of potential tourists’ wine product involvement on wine tourism destination image and travel intention. Current Issues in Tourism. https://doi.org/10.1080/13683500.2020.1828310
Xie, C., Zhang, J., Morrison, A. M., & Coca-Stefaniak, J. A. (2021). The effects of risk message frames on post-pandemic travel intentions: The moderation of empathy and perceived waiting time. Current Issues in Tourism, 24(23), 3387-3406.
Yang, S., Isa, S. M., & Ramayah, T. (2022). How are destination image and travel intention influenced by misleading media coverage? Consequences of COVID-19 outbreak in China. Vision, 26(1), 80-89.
Yüksel, A., Yüksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and
cognitive, affective and conative loyalty. Tourism management, 31(2), 274-284.
Zheng, D., Luo, Q., & Ritchie, B. W. (2021). Afraid to travel after COVID-19? Self-protection, coping and resilience against pandemic ‘travel fear’. Tourism Management, 83, 104261. https://doi.org/10.1016/j.tourman.2020.104261
Zhu, H., & Deng, F. (2020). How to influence rural tourism intention by risk knowledge during COVID19 containment in China: Mediating role of risk perception and attitude. International journal of environmental research and public health, 17(10). https://doi.org/10.3390/ijerph17103514
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Proceedings of the International Conference on Hospitality and Tourism Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
