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Altruistic Motivation, Moral Elevation and Tourism Support Behavior: An Empirical Study Based on Cause-Related Marketing in Tourist Destinations.
- Source :
- Sustainability (2071-1050); Mar2023, Vol. 15 Issue 5, p3888, 14p
- Publication Year :
- 2023
-
Abstract
- The theoretical research on cause-related marketing in the field of tourism is comparatively lacking. This study aims to examine the role of moral elevation in the cause-related marketing of tourist destinations. Taking Zhangjiajie, China as a case study, based on the stimulus-organism-response framework, this research develops a model of altruistic motivation, moral elevation and tourism support behavior. The results show that altruistic motivation has a significant positive impact on the emotional component, the views of humanity and the desire to be a better person; the desire to be a better person has a significant positive impact on tourism support behavior, and it also plays a mediating role between altruistic motivation and tourism support behavior. This study applies cause-related marketing theory to the research of tourist destinations, which can provide useful suggestions for the marketing of other tourist destinations under the background of the COVID-19 epidemic. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 20711050
- Volume :
- 15
- Issue :
- 5
- Database :
- Complementary Index
- Journal :
- Sustainability (2071-1050)
- Publication Type :
- Academic Journal
- Accession number :
- 162383412
- Full Text :
- https://doi.org/10.3390/su15053888