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Moderating effect of psychological distance on the impact of cause-related marketing on tourism relationship value

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  • Hung Sheng Chang

Abstract

This research presents a framework for cause-related marketing (CRM) in the tourism industry, focusing on the relationship between profit-related cause marketing and tourism relationship value, with psychological distance serving as a moderating factor. Trust behaviour acts as a mediating variable, linking the two concepts to tourism relationship value. The study identifies two key factors: the mediating role of trust behaviour and the moderating role of psychological distance. It also examines how psychological distance affects the implementation of CRM strategies. Focusing on Taiwan's hotel industry, the study distributed 400 questionnaires, with 393 valid responses. The findings indicate that CRM strategies have a positive effect on customer trust behaviour, which, in turn, enhances tourism relationship value. Psychological distance influences how marketing strategies impact consumer trust, thereby affecting the overall tourism value. This study offers valuable insights for the tourism industry on how to strategically implement CRM.

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  • Hung Sheng Chang, 2025. "Moderating effect of psychological distance on the impact of cause-related marketing on tourism relationship value," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 51(5), pages 1-17.
    • Handle: RePEc:ids:ijsoma:v:51:y:2025:i:5:p:1-17
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