Tourism Supply Chain Cooperative Trust Dominated by Travel Agency in China

The paper reflects the deeper problem in tourism supply chain which is trust among travel agencies, and between travel agencies and affiliated enterprises according to the phenomenon of the lack of trust between travel agencies and tourists. Firstly, the concept of trust is introduced. The study shows that it is necessary to enhance the cooperative trust in tourism supply chain dominated by a travel agency based on the connotation of trust and the characteristics of tourism supply chain. Then influential factors of trust among members in tourism supply chain are analyzed through building game models. Finally, on the basis of above research, this paper studies the trust mechanism in tourism Supply Chain.