Tourism and Trust: Theoretical Reflections

Abstract

Tourism researchers have increasingly, but selectively and uncritically, engaged with the notion of trust. This study therefore aims to provide a stronger theoretical foundation for understanding tourism-related trust, starting from consideration of uncertainty and the nature of tacit knowledge. The relationship between displacement and uncertainty is at the core of the distinctiveness of trust in tourism, highlighting the importance of institutions, but also recognizing the diversity of tourism contexts. Three disciplinary perspectives on trust are considered: economics, psychology, and sociology. After outlining their general characteristics in relation to McKnight and Chervany’s typology of trust, we review their application in tourism, and conclude by identifying a future research agenda to address the distinctive characteristics of trust in tourism.

Drivers of Travel Insurance Purchase

“…The evidence regarding the role of personality traits is in line with the findings of other authors’ works dealing with travel risks and risk-mitigating behavior (Reisinger and Mavondo 2005; Valencia and Crouch 2008; Williams and Baláž 2015; Chien et al 2017), though it must be noted that there are subtle differences in the definitions of the traits under research between our work and what the literature has proposed so far. This said, our work is different in that it presents a comprehensive approach in which sociodemographic characteristics, usual travel habits, and personality traits are tested as determinants of a unique risk reduction strategy, that is, travel insurance.…”

“…In this case, we specifically adopt two personality traits as codeterminants of insurance purchase decisions: conscientiousness and neuroticism. Personality traits, like other psychological characteristics, drive human decisions, and it is common sense to think that these are particularly relevant when the object of decision involves an element of uncertainty or risk that may lead to a loss, whatever the type and magnitude (Ulbinaite, Kucinskiene, and Le Moullec 2014; Williams and Baláž 2015; Morakabati and Kapuscinski 2016; Chien et al 2017; Ritchie, Chien, and Sharifpour 2017). Considering what they represent in terms of the individual’s way of thinking and feeling and their influence on behavior and decision making, we hypothesize that conscientiousness and neuroticism are important determinants of risk reduction behavior manifested in the purchase of travel insurance.…”

Customer Resistance to Tourism Innovations: Entrepreneurs’ Understanding and Management Strategies

“…According to Mayer, Davis, and Shoorman (1995), perceived risk and trust are inversely related, and in some sectors, such as online banking and travel services, increased trust reduces fears and perceived risks (Lin 2011; Wu and Chen 2005; Bigné et al 2010). Trust is a social construct (Williams and Baláž 2015), and it is often defined as the belief of an individual in the reliability and integrity of an exchange partner, associated with qualities such as being consistent, competent, honest, fair, responsible, helpful, and benevolent (Morgan and Hunt 1994). This is especially important in an innovative startup where the firm/product usually has a limited track record or market reputation.…”

Risk Types and Coping Mechanisms for Ethical Tourism Entrepreneurs: A New Conceptual Framework

“…Williams and Baláž (2015) observe that the concept of risk is viewed through an exceptionalist lens by tourism academics, despite risk being a distinguishing feature of entrepreneurship. They purport that more scrutiny on risk types is required.…”

“…Williams and Baláž (2015, p. 283) strongly express the significant “need for research into different types of risk” for the tourism entrepreneur. The objectives of this research are threefold: (1) to address the significant gap in literature at the academic juncture of risk, entrepreneurship, and ethics in tourism; (2) to investigate which types of risk are most prevalent among ethical tourism entrepreneurs; and (3) to analyze coping mechanisms by these entrepreneurs in dealing with different types of risk.…”