IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i5p3888-d1075500.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/5/3888/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/5/3888/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Matthew Walker & Bob Heere & Milena Parent & Dan Drane, 2010. "Social Responsibility and the Olympic Games: The Mediating Role of Consumer Attributions," Journal of Business Ethics, Springer, vol. 95(4), pages 659-680, September.
    2. Ilaria Baghi & Enrico Rubaltelli & Marcello Tedeschi, 2009. "A strategy to communicate corporate social responsibility: cause related marketing and its dark side," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 16(1), pages 15-26, January.
    3. Martin A. Nowak & Karl Sigmund, 1998. "Evolution of indirect reciprocity by image scoring," Nature, Nature, vol. 393(6685), pages 573-577, June.
    4. M.A. Nowak & K. Sigmund, 1998. "Evolution of Indirect Reciprocity by Image Scoring/ The Dynamics of Indirect Reciprocity," Working Papers ir98040, International Institute for Applied Systems Analysis.
    5. Katharine M. Howie & Lifeng Yang & Scott J. Vitell & Victoria Bush & Doug Vorhies, 2018. "Consumer Participation in Cause-Related Marketing: An Examination of Effort Demands and Defensive Denial," Journal of Business Ethics, Springer, vol. 147(3), pages 679-692, February.
    6. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xiaojun Fan & Nianqi Deng & Yi Qian & Xuebing Dong, 2022. "Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis," Journal of Business Ethics, Springer, vol. 175(2), pages 339-360, January.
    2. Carattini, Stefano & Gillingham, Kenneth & Meng, Xiangyu & Yoeli, Erez, 2024. "Peer-to-peer solar and social rewards: Evidence from a field experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 219(C), pages 340-370.
    3. Wang, Xiaofeng & Chen, Xiaojie & Gao, Jia & Wang, Long, 2013. "Reputation-based mutual selection rule promotes cooperation in spatial threshold public goods games," Chaos, Solitons & Fractals, Elsevier, vol. 56(C), pages 181-187.
    4. Wang, Chengjiang & Wang, Li & Wang, Juan & Sun, Shiwen & Xia, Chengyi, 2017. "Inferring the reputation enhances the cooperation in the public goods game on interdependent lattices," Applied Mathematics and Computation, Elsevier, vol. 293(C), pages 18-29.
    5. Frauke von Bieberstein & Andrea Essl & Kathrin Friedrich, 2021. "Empathy: A clue for prosocialty and driver of indirect reciprocity," PLOS ONE, Public Library of Science, vol. 16(8), pages 1-15, August.
    6. Charness, Gary & Du, Ninghua & Yang, Chun-Lei, 2011. "Trust and trustworthiness reputations in an investment game," Games and Economic Behavior, Elsevier, vol. 72(2), pages 361-375, June.
    7. Cubitt, Robin P. & Drouvelis, Michalis & Gächter, Simon & Kabalin, Ruslan, 2011. "Moral judgments in social dilemmas: How bad is free riding?," Journal of Public Economics, Elsevier, vol. 95(3), pages 253-264.
    8. Deng, Zhenghong & Wang, Shengnan & Gu, Zhiyang & Xu, Juwei & Song, Qun, 2017. "Heterogeneous preference selection promotes cooperation in spatial prisoners’ dilemma game," Chaos, Solitons & Fractals, Elsevier, vol. 100(C), pages 20-23.
    9. Gaudeul, Alexia & Keser, Claudia & Müller, Stephan, 2021. "The evolution of morals under indirect reciprocity," Games and Economic Behavior, Elsevier, vol. 126(C), pages 251-277.
    10. Ben-Ner, Avner & Putterman, Louis & Kong, Fanmin & Magan, Dan, 2004. "Reciprocity in a two-part dictator game," Journal of Economic Behavior & Organization, Elsevier, vol. 53(3), pages 333-352, March.
    11. Engelmann, Dirk & Fischbacher, Urs, 2009. "Indirect reciprocity and strategic reputation building in an experimental helping game," Games and Economic Behavior, Elsevier, vol. 67(2), pages 399-407, November.
    12. Andrew W. Bausch, 2014. "Evolving intergroup cooperation," Computational and Mathematical Organization Theory, Springer, vol. 20(4), pages 369-393, December.
    13. Suzuki, Shinsuke & Akiyama, Eizo, 2008. "Evolutionary stability of first-order-information indirect reciprocity in sizable groups," Theoretical Population Biology, Elsevier, vol. 73(3), pages 426-436.
    14. Andrea Pérez & Ignacio Rodríguez del Bosque, 2015. "How Customer Support for Corporate Social Responsibility Influences the Image of Companies: Evidence from the Banking Industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(3), pages 155-168, May.
    15. Molina, José Alberto & Ferrer, Alfredo & Gimenez-Nadal, José Ignacio & Gracia-Lazaro, Carlos & Moreno, Yamir & Sanchez, Angel, 2016. "The Effect of Kinship on Intergenerational Cooperation: A Lab Experiment with Three Generations," IZA Discussion Papers 9842, Institute of Labor Economics (IZA).
    16. Liang, Pinghan & Meng, Juanjuan, 2016. "Favor transmission and social image concern: An experimental study," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 63(C), pages 14-21.
    17. Lv, Shaojie & Wang, Xianjia, 2020. "The impact of heterogeneous investments on the evolution of cooperation in public goods game with exclusion," Applied Mathematics and Computation, Elsevier, vol. 372(C).
    18. Shen, Chen & Li, Xiaoping & Shi, Lei & Deng, Zhenghong, 2017. "Asymmetric evaluation promotes cooperation in network population," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 474(C), pages 391-397.
    19. Mirko Duradoni & Mario Paolucci & Franco Bagnoli & Andrea Guazzini, 2018. "Fairness and Trust in Virtual Environments: The Effects of Reputation," Future Internet, MDPI, vol. 10(6), pages 1-15, June.
    20. Gary Bolton & Ben Greiner & Axel ockenfels, 2015. "Conflict resolution vs. conflict escalation in online markets," Discussion Papers 2015-19, School of Economics, The University of New South Wales.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:5:p:3888-:d:1075500. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.