Abstract

The extent to which a tourist trusts a holiday destination has become an important factor when it comes to thinking about where to travel to. However, no previous studies measuring trust in a tourist destination have been found. We are proposing a multidimensional model to measure trust in a tourist destination, which proves the fundamental roles played by honesty, benevolence, and competence by both local inhabitants and institutions in developing trust. On the other hand, the image perceived works as a background factor, influenced by the familiarity and reputation of the place. The results of this study provide information for the different stakeholders from the destination on the factors influencing trust