Altruistic Motivation, Moral Elevation and Tourism Support Behavior: An Empirical Study Based on Cause-Related Marketing in Tourist Destinations
نویسندگان
چکیده
The theoretical research on cause-related marketing in the field of tourism is comparatively lacking. This study aims to examine role moral elevation tourist destinations. Taking Zhangjiajie, China as a case study, based stimulus-organism-response framework, this develops model altruistic motivation, and support behavior. results show that motivation has significant positive impact emotional component, views humanity desire be better person; person behavior, it also plays mediating between applies theory destinations, which can provide useful suggestions for other destinations under background COVID-19 epidemic.
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ژورنال
عنوان ژورنال: Sustainability
سال: 2023
ISSN: ['2071-1050']
DOI: https://doi.org/10.3390/su15053888