Understanding transactional trust in a tourism destination: evidence from the restaurant industry in Hungary. (2018)

• Record Type: Journal Article
• Authors: Szende, Peter; Huang, Zhuowei; Miao, Li; Szennai, Katalin
• Is Part Of: International journal of hospitality and event management. Volume 2:Number 1(2017)
• Page Start: 70
• Page End: 90
• Publication Date: 2018
• Subjects: restaurant industry -- tourists -- transactional trust -- Hungary; Hospitality industry -- Management -- Periodicals; Special events -- Management -- Periodicals; 647.068
• Languages: English
• ISSNs: 2050-0483

Abstract

This study examines single commercial exchanges in a tourism destination. Using the restaurant industry in Budapest, Hungary as the study context, the goal of this study was to identify the key variables affecting transactional trust forming in tourist-service provider interfaces. The qualitative analysis is based on semi-structured in-depth interviews with 25 local restaurant operators. This study contributes to tourism service marketing literature in multiple ways. First, this study argues that transactional trust is a more salient notion than relational trust in the context of an unfamiliar tourism destination. Second, trustee- and trustor-induced factors that may trigger tourists' lack of trust are identified. Thirdly, the study shows that various macro- and micro-level environmental factors are linked to the formation of transactional trust and thus reduce the vulnerability and uncertainty tourist experience. Implications and suggestions for future research are also discussed.