Level Of Tourist Trust Towards Selected Shopping Destinations
Keywords:
dimensions of shopping destination trust, level of tourist trustAbstract
The main objective of this study was to determine the level of tourist trust towards selected shopping destinations in Davao City when analyzed according to the dimensions of shopping destination trust (SDT) and demographic profile. The dimensions used were benevolence, integrity, competence, ability, predictability, information content, reputation, transaction security, product, liking, and risk avoidance. The study made use of a google form questionnaire, distributed to a total of 300 shopping tourist, in which the responses were treated using statistical instruments as follows: frequency count, percentage, mean, analysis of variance (ANOVA), and T-test. Main findings showed that there was a high level of tourist trust observed toward the overall dimensions SDT and that that level of trust differed among different sex groups, while there were no differences in terms of respondents’ age and educational attainment. The overall high level of trust towards shopping destination is a result of a destination’s excellent capability and good reputation, which simply means that the level of tourists’ trust may be a measurement as to what destination marketing organization (DMO’s) can improve towards a shopping destination. This study also confirms that men and women differ when it comes to one’s purchase viewpoints. The current researchers believe that the types and the prices of shopping items have a significant role in determining tourist trust. The said categories were not included in the recent study. These categories may be able to determine more accurate results of the overall level of tourist trust.