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

Business

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

Y. Wei, D. Fan, et al.

Explore how Chinese tourists can develop greater trust in Official Tourism Destination Websites through cultural values and perceived service power. This insightful research by Yingmei Wei, Diwei Fan, Binyuan Zhang, Ting Li, and Yuqiang Feng unveils the impactful factors driving online trust in tourism.

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Playback language: English
Abstract
This study investigates methods for enhancing Chinese tourists' trust in Official Tourism Destination Websites (OTDWs) using an integrated framework based on Hofstede's cultural values (CV) and perceived administration service power (PASP). A structural equation model, analyzed using SEM with data from 324 Chinese tourists, reveals that collectivism, low power distance, high context, and perceived benevolence positively influence trust in OTDWs. CV also positively impacts PASP. The findings suggest that OTDW management should prioritize these factors to build trust.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
Jun 20, 2024
Authors
Yingmei Wei, Diwei Fan, Binyuan Zhang, Ting Li, Yuqiang Feng
Tags
Chinese tourists
trust
Official Tourism Destination Websites
cultural values
perceived service power
collectivism
power distance

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