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

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  • Jin-Hua Yang

    (School of Geography and Ocean Science, Nanjing University, Nanjing 210023, China
    College of Geography and Tourism Management, Hengyang Normal University, Hengyang 421002, 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)

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.

Suggested Citation

  • Jin-Hua Yang & Fa-Yu Lei & Jin-He Zhang & Ying Song & Chang Wang, 2023. "Altruistic Motivation, Moral Elevation and Tourism Support Behavior: An Empirical Study Based on Cause-Related Marketing in Tourist Destinations," Sustainability, MDPI, vol. 15(5), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:5:p:3888-:d:1075500
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    References listed on IDEAS

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    Cited by:

    1. Huijian Fu & Jiayu Meng & Yiman Chen & Wei Cai & Jinhui Lai & Haiying Ma, 2023. "Enhancing the Effectiveness of Cause-Related Marketing: Visual Style, Self-Construal, and Consumer Responses," Sustainability, MDPI, vol. 15(18), pages 1-18, September.

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