Exploring Tourism Sub-Sector’s Trust in National Tourism Organization: the Case of North Cyprus/TRNC

The present research aims to explore the tourism sub-sectors’ (hotels, restaurants and travel agents) trust in national tourism organization (NTO) in north Cyprus. This study applied institutional and cultural theories along with social exchange theory to understand and explore the trust and level of trust of NTO from tourism sub-sectors in the context of their collaboration for the purpose of an efficient performance of tourism system. Trust, especially political trust is significant for successful and effective governance of tourism. There is also a significant relationship between sub-sector’s trust and political support for NTO. For the purpose of this research, a qualitative method has been furnished and data collection accomplished through an in-depth interview with respondents from the sub-sectors. Around 20 respondents participated in this research through face-to-face interview and collected data subjected to the qualitative data analysis stages. All the interviewees were qualified for a purposive sampling approach as they were the managers and owners of the mentioned sub-sectors. Study has also revealed the trust is negatively affected by lack of sub-sector’s influence in the decision making process within the tourism domain. This study has also revealed that sub-sector’s trust in tourism institutions is an adequate predictor of strong support for tourism in general. Limitations and implications of the study, as well as, the suggestion for further research is provided.