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ABSTRACT
With the increased competitiveness of the travel and tourism industry, many providers have become interested in securing long-term committed relationships with their most profitable customers. The customers, however, perceive that travel and tourism products carry a significant degree of uncertainty and risk and are therefore unwilling to commit to providers whom they do not trust. The purpose of this study was, therefore, to examine the role of information investments made between a nature-based tourism provider and its customers in the development of customer trust and the role of trust in making customers resistant to switching providers. The findings support Agency Theory and Commitment-Trust Theory and suggest that if providers establish good communication with their customers, they tend to develop trust and commitment towards the providers.
