期刊论文

Jin-He Zhang

英文

Sustainability

2071-1050

2023

15

5

3888-

10.3390/su15053888

Conceptualization, J.-H.Y.; methodology, J.-H.Y. and F.-Y.L.; software, F.-Y.L.; validation, J.-H.Y. and C.W.; formal analysis, J.-H.Y. and F.-Y.L.; investigation, F.-Y.L.; resources, J.-H.Y.; data curation, J.-H.Y.; writing—original draft preparation, J.-H.Y. and F.-Y.L.; writing—review and editing, J.-H.Y. and Y.S.; visualization, J.-H.Y.; supervision, J.-H.Z.; project administration, J.-H.Y.; funding acquisition, J.-H.Y. All authors have read and agreed to the published version of the manuscript. This research was funded by the National Natural Science Foundation of China (grant number 41971177, number 42271251, number 42201238) and the Social Science Foundation Project of Hunan, China (grant Number 20YBA037).

本校为其他机构

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 bette...