How to improve tourists' trust in official tourism destination websites in China—an empirical research based on CV and PASP

An increasing number of Chinese tourists exhibit reluctance in trusting and using Official Tourism Destination Websites (OTDWs). To address this hesitancy, our study developed an integrated framework and structural model based on Hofstede's cultural values (CV) and perceived administration service power (PASP) to explore methods for enhancing tourists' trust in OTDWs. This research investigated the impacts of collectivism, low power distance, high context, local distinctiveness, perceived economic management power, perceived tourism management power, perceived benevolence, and perceived integrity on CV and PASP. Structural Equation Modeling (SEM) was employed to analyze questionnaires completed by 324 Chinese tourists with experience in traveling and using OTDWs. The overall fit of our structural model was acceptable, and the Cronbach's Alpha values indicated adequate reliability. Findings revealed that tourists' trust in OTDWs is positively and significantly influenced by collectivism, low power distance, high context, and perceived benevolence. Furthermore, CV positively impacts PASP. Consequently, OTDW management departments should give special attention to collectivism, low power distance, high context, and perceived benevolence to enhance tourists' trust in OTDWs. The study's results offer valuable insights for tourism destination managers to understand tourists' preferences and optimize OTDWs.

Yingmei Wei, Diwei Fan, Binyuan Zhang, Ting Li, Yuqiang Feng