Research of trust in virtual network relationships: the case of tourism sector

Sonata Staniulienė

Abstract


The paper examines the argument that trust is of great importance in driving virtual network business relationships among economic agents towards mutually satisfactory, fair, and ethical behaviours. An extensive analysis of scientific literature on trust in network relationships is presented. In addition, the article analyses data, originating from websites and social networks on the development of trust relations, in the context of virtual networking in tourism sector. The paper provides some evidence how new customers might use their perceptions of a website to form trust beliefs about the owner company after their first visit. The research explains how virtual network relationships among newcomers and partners form and maintain their trust beliefs about the companies they deal with in network relationships.

Keywords


Trust; Network; Network relationships; Booking Web sites; Feedback system

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DOI: http://dx.doi.org/10.7220/MOSR.2335.8750.2016.76.8

ISSN 1392-1142 (Print)

ISSN 2335-8750 (Online)