本文關(guān)鍵詞： 分享經(jīng)濟 旅游供應(yīng)鏈關(guān)系 能力信任 善意信任 信任機制　出處：《浙江工商大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著分享經(jīng)濟產(chǎn)業(yè)與旅游業(yè)的相互滲透,海量分散化閑置旅游資源涌入旅游市場,具有閑置旅游資源的旅游者漸漸加入旅游服務(wù)商的行列,扮演著旅游者與潛在旅游服務(wù)商的雙重身份,分享經(jīng)濟背景下潛在旅游服務(wù)商與旅游者之間的關(guān)系成為一種新的旅游供應(yīng)鏈關(guān)系,信任一直是分享經(jīng)濟與旅游業(yè)中的研究熱點,但有關(guān)分享經(jīng)濟背景下旅游供應(yīng)鏈關(guān)系的信任機制研究卻不多,因此需要加強對分享經(jīng)濟背景下旅游供應(yīng)鏈關(guān)系的信任研究,不僅能夠豐富旅游供應(yīng)鏈理論,同時也能夠為分享經(jīng)濟背景下旅游供應(yīng)鏈關(guān)系的信任機制構(gòu)建提供一定的實踐指導(dǎo),增強旅游供應(yīng)鏈的穩(wěn)定性,使旅游供應(yīng)鏈上各個主體之間達到共贏,促進旅游可持續(xù)發(fā)展。本文的研究內(nèi)容分兩部分。第一部分為理論研究,對本文的研究背景、研究意義以及研究內(nèi)容與方法進行概述,評述分享經(jīng)濟、旅游供應(yīng)鏈及信任機制的相關(guān)文獻,在文獻綜述的相關(guān)理論支撐下,研究分享經(jīng)濟背景下旅游供應(yīng)鏈模式,分析分享經(jīng)濟背景下旅游供應(yīng)鏈關(guān)系,分析分享經(jīng)濟背景下旅游供應(yīng)鏈關(guān)系的信任影響因素,并進行理論假設(shè),創(chuàng)新理性行為理論和技術(shù)接受模型,構(gòu)建分享經(jīng)濟背景下旅游供應(yīng)鏈關(guān)系的信任模型;第二部分為實證研究,在理論假設(shè)和模型構(gòu)建的基礎(chǔ)上,設(shè)計調(diào)查問卷并進行發(fā)放,利用SPSS19.0軟件對問卷收集的數(shù)據(jù)進行描述性分析、信度分析和效度分析,以確保數(shù)據(jù)的有效性,然后利用Amos23.0軟件對分享經(jīng)濟背景下旅游供應(yīng)鏈關(guān)系的信任模型進行假設(shè)檢驗,并修正模型,根據(jù)數(shù)據(jù)分析的結(jié)果得出結(jié)論,并分別從旅游服務(wù)商、旅游供應(yīng)鏈系統(tǒng)環(huán)境、旅游者等3個層面探討了技術(shù)型信任機制、威懾型信任機制、了解型信任機制,對分享經(jīng)濟背景下旅游供應(yīng)鏈關(guān)系的信任機制的構(gòu)建與完善給出建議,同時指出本文的創(chuàng)新點和不足之處并對未來研究進行展望。本文基于旅游供應(yīng)鏈理論的基礎(chǔ)上,結(jié)合分享經(jīng)濟的特點,以旅游者通過共享平臺購買旅游產(chǎn)品為例,采用定性與定量相結(jié)合的研究方法,獲得以下研究發(fā)現(xiàn)和結(jié)論:(1)分享經(jīng)濟背景下,旅游服務(wù)商信譽、旅游服務(wù)商規(guī)模和第三方認(rèn)證正向影響旅游者信任感知,旅游者信任感知正向影響旅游服務(wù)商能力信任和旅游服務(wù)商善意信任;(2)雖然旅游法律保障正向影響旅游者信任感知的假設(shè)不成立,但是旅游法律保障與旅游服務(wù)商信譽、旅游服務(wù)商規(guī)模、第三方認(rèn)證均有正相關(guān)關(guān)系,這說明在分享經(jīng)濟背景下,旅游法律保障間接影響旅游者信任感知;(3)不同的學(xué)歷、職業(yè)和年旅游次數(shù)對各變量的感知存在顯著差異,而性別、年齡和收入水平對各變量的感知不存在顯著性差異;(4)構(gòu)建和完善分享經(jīng)濟背景下旅游供應(yīng)鏈關(guān)系的信任機制,旅游服務(wù)商尤其是潛在旅游服務(wù)商應(yīng)該在信譽和規(guī)模上提高競爭力,進而提升旅游者信任感知,建立技術(shù)型信任機制;政府以及旅游行政機構(gòu)等部門應(yīng)該健全旅游法律體系,加強旅游行政管理監(jiān)督力度,規(guī)范第三方認(rèn)證機構(gòu),為旅游者和旅游服務(wù)商營造一個良好的旅游供應(yīng)鏈環(huán)境,建立威懾型信任機制;·旅游者可根據(jù)其信任經(jīng)歷經(jīng)驗以及旅游服務(wù)商對其的影響進行提升信任感知,建立了解型信任機制。
[Abstract]:With the mutual penetration of sharing economy industry and tourism, mass tourism resources into tourism market diversification of idle idle, with tourism gradually join the travel service ranks, plays the dual identity of tourists and potential tourism service providers, to share the economic background in the relationship between dive travel service providers and tourists become a a new tourism supply chain relationship, trust has been a hot topic in economy and share in the tourism industry, but the research on trust mechanism about the relationship between tourism supply chain share economic background is not much, so the need to strengthen research on trust relationship of tourism supply chain share under the background of economy, tourism can not only enrich the theory of supply chain, at the same time can also provide some practical guidance for the mechanism of trust relationship of tourism supply chain sharing economy under the background of the construction of tourism, enhance the stability of the supply chain. To achieve win-win situation between each subject of tourism supply chain, promoting the sustainable development of tourism. The research content of this paper is divided into two parts. The first part is the theory research on textual research background, research significance and research contents and methods are summarized, comments on the sharing economy, tourism supply chain related literature and trust mechanism, the relevant theoretical support the literature review, the research model of tourism supply chain sharing economy background, analysis of sharing economy under the background of the tourism supply chain relationship analysis, sharing trust relationship of tourism supply chain under the background of economic factors, and the theoretical assumptions, the innovation theory of rational behavior and the technology acceptance model, construct share trust model the relationship of tourism supply chain under the background of economy; the second part is empirical research, based on constructing the theoretical hypothesis and model, design the questionnaire and distributed, based on SPSS19.0 software The questionnaire collected data were analyzed by descriptive analysis, reliability analysis and validity analysis, in order to ensure the validity of the data, and then trust model on the relationship between tourism supply chain sharing economy under the background of hypothesis testing using the Amos23.0 software, and the model is modified, according to the results of data analysis concluded, and separately from the tourism services, tourism supply chain the environment of the system, tourists and other 3 aspects of technical deterrence based trust mechanism, trust mechanism, understand the type of trust mechanism, establish and perfect the mechanism of trust to suggest the relationship of tourism supply chain to share the economic background, and points out the innovation and deficiency of this thesis and gives the prospect of future research. This paper is based on the the theory of tourism supply chain, combined with the shared characteristics of the economy, with tourists through the sharing platform to buy tourism products as an example, the research adopts qualitative and quantitative Method, obtained the following findings and conclusions: (1) the share economy background, travel service reputation, tourism service providers and the scale of the third party certification positively affects the tourist trust perception, tourist trust perceived positive impact on tourism service providers the ability to trust and goodwill trust travel service; (2) although the tourism legal protection positive effect tourists' perception of trust assumption does not hold, but the legal protection of the tourism and tourism service reputation, tourism service business scale, the third party certification had a significant positive correlation, indicating that the share of the economic background, the tourism legal protection of indirect effects of tourist trust perception; (3) there are significant differences in different degree, occupation, perception and travel times for each variable and the perception of gender, age and income level of each variable does not exist significant differences; (4) to construct and improve the sharing of economic relations under the background of tourism supply chain Trust mechanism, tourism service providers are potential tourism service providers should improve the reputation and competitiveness in the scale in particular, and thus enhance the tourists perceived trust, establish trust mechanism; government and tourism administrative departments should improve the legal system of tourism, strengthen the tourism administrative supervision, standardize the third party certification body, create a good the tourism supply chain environment for tourists and tourism service providers, establishing deterrence based trust mechanism; and tourists can according to their experience and trust in tourism service providers on the impact of improving trust perception, to establish the trust mechanism.

【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F592;F274

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