Altruistic Motivation, Moral Elevation and Tourism Support Behavior: An Empirical Study Based on Cause-Related Marketing in Tourist Destinations

Jin-Hua Yang, Fa-Yu Lei, Jin-He Zhang (), Ying Song and Chang Wang
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Jin-Hua Yang: School of Geography and Ocean Science, Nanjing University, Nanjing 210023, China
Fa-Yu Lei: College of Geography and Tourism Management, Hengyang Normal University, Hengyang 421002, China
Jin-He Zhang: School of Geography and Ocean Science, Nanjing University, Nanjing 210023, China
Ying Song: College of Geography and Tourism Management, Hengyang Normal University, Hengyang 421002, China
Chang Wang: School of Social Development, Nanjing Normal University, Nanjing 210023, China

Sustainability, 2023, vol. 15, issue 5, 1-14

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.

Keywords: tourist destinations; altruistic motivation; moral elevation; cause-related marketing; COVID-19; Zhangjiajie (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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