Revisiting and exploring trust in the digital era : conceptualization and scale development of digital trust in hospitality and tourism

Abstract

This research aims to conceptualize consumers’ trust toward digital technologies in the hospitality and tourism context, develop measurement scales for digital trust, validate the developed scale, and investigate the consequences of digital trust. A sequential exploratory strategy was used to develop a measurement scale. An in-depth literature review, thematic analyses of an unstructured survey with undisguised questions, and a focus group discussion were conducted to conceptualize digital trust. Then, the scale developed from this process was assessed, refined, and validated using quantitative methods. Results show that digital trust is a hierarchical construct consisting of mechanical trust and relational trust. Responsiveness, legitimacy, and efficiency are components of mechanical trust, whereas relational trust is composed of credibility and care. Digital trust then has significant positive impacts on experience, brand trust, and continued use intention.