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Article

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

by
Jin-Hua Yang
1,2,
Fa-Yu Lei
2,
Jin-He Zhang
1,*,
Ying Song
2 and
Chang Wang
3
1
School of Geography and Ocean Science, Nanjing University, Nanjing 210023, China
2
College of Geography and Tourism Management, Hengyang Normal University, Hengyang 421002, China
3
School of Social Development, Nanjing Normal University, Nanjing 210023, China
*
Author to whom correspondence should be addressed.
Sustainability 2023, 15(5), 3888; https://doi.org/10.3390/su15053888
Submission received: 4 February 2023 / Revised: 17 February 2023 / Accepted: 18 February 2023 / Published: 21 February 2023
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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.

1. Introduction

At the end of July 2021, COVID-19 suddenly broke out in Zhangjiajie, a world-famous tourist destination in China. To protect people’s health, the Zhangjiajie government and tourism-related departments quickly closed all residential quarters, enterprises, institutions and public places in the city; they closed all tourist attractions in the city and conducted free nucleic acid testing for all people in the city. On 30 July, a letter to tourists staying in Zhangjiajie (hereafter referred to as “A letter”) published by the Office of Tourism Commission of Zhangjiajie City was widely disseminated and reprinted on Sina Weibo and other online platforms, causing much discussion and praise from online users. The letter contained the following statements: “Please collaborate to complete three nucleic acid tests before you leave Zhangjiajie. All nucleic acid testing sites in the city have specifically set up a special channel for free nucleic acid testing for you.” “You are always welcome to Zhangjiajie, and the people of Zhangjiajie will always be your friends!”. At the same time, on July 30, Zhangjiajie also launched a group of publicity posters about the closure of tourist attractions on the website. The posters, with heartfelt text and beautiful pictures, received widespread approval and were widely shared on WeChat Moments. After that, Zhangjiajie also introduced a series of ticket waiver policies. Online users emotionally expressed their praise, exclaiming “Zhangjiajie is a city full of warmth, affection and inclusiveness”, “Zhangjiajie, I owe you a ticket” and “After the epidemic is over, I plan to travel and help restore the tourism industry in Zhangjiajie”. It can be seen from this example that Zhangjiajie’s friendly communication and ticket promotion policy in epidemic prevention and control has deeply moved and encouraged online users to give back to Zhangjiajie by traveling to the city.
Why did Zhangjiajie’s “A Letter” go viral on the internet and inspire online users? To analyze this phenomenon on a theoretical level, this study uses the perspective of cause-related marketing. Cause-related marketing was first proposed by Varadarajan and Menon [1], and it is defined as the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. When consumers buy the products or services of an enterprise, the enterprise donates a certain amount to a designated public welfare undertaking. Cause-related marketing can produce many positive effects, such as improving consumers’ attitudes toward brands and increasing consumers’ purchasing intention [2], improving the corporate image, increasing sales and profits [3], arousing consumers’ positive emotions such as moral elevation, gratitude and empathy and further stimulating consumers’ supportive behaviors [4,5].
With the development of the economy and society, the methods of cause-related marketing are becoming increasingly diversified and are no longer limited to the initial mode of enterprises donating money to a public welfare undertaking. Sun and others (2017) divided cause-related marketing into four forms: transactional, social, public welfare and relational. Relational cause-related marketing builds upon an enterprise’s promotion of its good deeds, so that consumers are touched and more willing to buy its products or services, and emphasizes establishing a good relationship with consumers to win their trust and support [6]. This research focuses on this kind of relational cause-related marketing. In the narrow sense, the subject of cause-related marketing is enterprises, but in the broad sense, the subject is not limited to enterprises but also includes nongovernmental organizations. Cause-related marketing is different from charity and instead focuses on marketing. This study holds that cause-related marketing in tourist destinations refers to the marketing activities of the government, enterprises and other profit and nonprofit organizations which link the tourist destination brand with public welfare events, thus pursuing economic and social benefits and stimulating tourists’ willingness to travel. This paper expands the connotation of cause-related marketing in a new and beneficial direction by looking at the tourist destination as the subject of this kind of marketing.
To reveal the mechanism of cause-related marketing in tourist destinations, this study focuses on three key variables of moral motivations: emotional components, views of immunity and desire to be a better person. The concept of moral elevation was first put forward by Haidt [7], a social psychologist. It refers to the warm and uplifting feeling that people experience when they see the kind, benevolent and compassionate behaviors of others. This feeling makes people want to better themselves and help others. From this definition, it can be seen that behaviors or events that embody human virtues can arouse the moral elevation of viewers. As China’s tourism is entering the era of popularization, most people can be regarded as potential tourists. The question is whether, after paying attention to a series of virtuous events in the tourist destination, they will find moral elevation and be willing to support the tourist destination. The current research in the field of tourism indicates that immoral events in tourist destinations (such as verbal attacks or even personal attacks on tourists) will arouse the anger of potential tourists, leading to a significant decrease in their willingness to travel [8]. According to this conclusion and the above problems, we propose the research hypothesis that moral events will stimulate the moral elevation of potential tourists and encourage them to support those tourist destinations.
In conclusion, based on the event of Zhangjiajie’s “A Letter” and ticket promotion policy, and the theoretical perspective of cause-related marketing, this study attempts to introduce moral elevation into the field of tourism research, adopting a stimulus-organism-response (S-O-R) analysis framework to construct a conceptual model of altruistic motivation, moral elevation and tourism support behavior; this examines the role of moral elevation in the cause-related marketing of tourist destinations, expanding the research field on cause-related marketing and providing typical cases and experiences for the marking of tourist destinations in the context of the COVID-19 epidemic.

2. Literature Review and Research Hypothesis

2.1. Altruistic Motivation and Moral Elevation

Altruism refers to people’s willingness to sacrifice their time, energy and money to increase the well-being of others and contribute to society [9]. Cheung, et al. [10] examined managers and employees of seven large commercial organizations in Macao as research objects and investigated the managers’ attributions of employee motivation to implement organizational citizenship behavior. The research shows that if an employee implements organizational citizenship behaviors such as helping other employees of the organization, and if this behavior is considered by the manager to be based on an altruistic motivation, the manager will regard the employee as a good organizational citizen and give the employee a better performance evaluation. When a company performs altruistic behaviors toward strangers, strangers who perceive the altruistic motivation of the enterprise will form a good impression of the enterprise [11]. If entrepreneurs engage in philanthropic activities, public welfare undertakings and other front-stage behaviors perceived by consumers as altruistic motives of selfless dedication, consumers will make a good evaluation of the entrepreneur’s brand [12]. In a word, if consumers believe that corporate social responsibility is altruism, then enterprises will receive a favorable impression [13,14,15], and buyers may have a stronger purchase intention [16,17].
Moral elevation consists of a distinct feeling of warmth and expansion, accompanied by admiration, affection and even love for the person whose exemplary behavior is observed [18]. What factors can trigger moral elevation? Scholars have made many explorations and attempt to address this issue. Haidt [7] proposed that charity, kindness, love, sympathy, gratitude, courage, loyalty, self-sacrifice or any other strong virtue performance can stimulate a sense of moral improvement. People watching videos or listening to audio about civic virtue and altruism will have a sense of moral improvement [19,20]. To reveal this phenomenon, some scholars specifically selected this kind of audio-visual material and conducted empirical research, for example, the audio clip from Chicken Soup for the Soul [21], the “Metro Hero” video [22], the short film about high school women’s softball game [23], the films of a “white savior” [24] and the video of China’s Person of the Year and Green China’s Person of the Year [25]. In addition, some studies have shown that a leader’s fair and self-sacrificing behavior will bring moral elevation to employees [26].
Moral elevation is composed of several dimensions. Vianello, Galliani and Haidt [26] divided moral elevation into three components: affected components, specific physical sensations and motivational components. Thomson and Thomson and Siegel [27] developed a scale to measure moral elevation, including elevating emotions, views of humanity and desire to be a better person. This study adopted Aquino’s scale [18], in which moral elevation can be measured in three dimensions: emotional component, views of humanity and desire to be a better person. The “A letter” from Zhangjiajie, as well as the related ticket promotion policy, pictures, articles or videos, embodies many good deeds and virtues from which the public is likely to feel moral elevation after perceiving altruistic motivation. Based on the above analysis, this study proposes the following hypothesis:
H1. 
Altruistic motivation has a positive impact on the emotional component.
H2. 
Altruistic motivation has a positive impact on the views of humanity.
H3. 
Altruistic motivation has a positive impact on the desire to be a better person.

2.2. Moral Elevation and Tourism Support Behavior

Moral elevation is a warm feeling of wanting to be a better person and help others. These feelings are highly correlated with subsequent helping behaviors [28]. Scholars have confirmed that moral elevation will increase interpersonal helping behaviors (that is, behaviors aimed at directly benefiting specific individuals). For example, the participants who watched the videos inducing moral elevation spent twice as much time helping the researchers fill out questionnaires [29]. Moral elevation will lead to pro-social behaviors (such as charitable donations) [27]. Freeman and his colleagues discovered that moral elevation reduces the racial prejudice of white people against black people and stimulates their prosocial behavior, leading to a greater willingness to donate to charities supporting black people [30]. Some scholars’ research has also demonstrated that moral elevation is an important antecedent variable of people’s support for environmentally friendly green products [31]. In one study, Cox invited some American college students to volunteer in Nicaragua and found that they had generated moral elevation, which led to more voluntary service behaviors in the following three months [32]. Emotions similar to moral elevation can also cause prosocial behavior. For example, the feeling of empathy will lead to helping behavior, thereby enhancing the welfare of individuals in need [33]. The moral elevation obtained by benefiting from other people’s good deeds will stimulate altruism [29]. Gratitude can arouse moral behavior and enhance prosocial behavior because grateful individuals often feel the need to repay the kindness of their donors [34]. According to the theory of the expansion and construction of positive emotions, positive emotions will lead to individual positive altruistic behavior [35]. Moral elevation can help put personal core moral values into action [36].
Support for tourism from both tourists and residents is regarded as a critical factor contributing to sustainable tourism development. After perceiving cause-related marketing’s altruistic motivation in Zhangjiajie, most online users who felt moral elevation commented on Weibo that they would travel to Zhangjiajie after the epidemic ended, which fully reflected their support for Zhangjiajie’s tourism. Based on the above analysis, this study puts forward the following hypotheses:
H4. 
The positive emotional component has a positive impact on tourism support behavior.
H5. 
Positive views of humanity have a positive impact on tourism support behavior.
H6. 
The desire to be a better person has a positive impact on tourism support behavior.

2.3. The Mediating Effect of Moral Elevationsvrn

Moral elevation plays a significant intermediary role between moral judgment and prosocial behavior, as well as between moral identity and prosocial behavior intention [18,28,37]; that is, if an individual judges or agrees that a certain behavior is in line with moral norms, moral elevation will occur, and then prosocial behavior will be performed. Potential tourists’ attribution of altruistic motivation to the cause-related marketing in Zhangjiajie is a moral judgment of the behavior, and tourism support behavior can also be considered prosocial behavior. Therefore, this study puts forward the following hypothesis:
H7. 
Moral elevation mediates the relationship between altruistic motivation and tourism support behavior.
H7a. 
The positive emotional component mediates the relationship between altruistic motivation and tourism support behavior.
H7b. 
Positive views of humanity mediate the relationship between altruistic motivation and tourism support behavior.
H7c. 
The desire to be a better person mediates the relationship between altruistic motivation and tourism support behavior.
The stimulus-organism-response theory has been widely used to examine the links among inputs (stimulus), processes (organism) and outputs (response). Based on the above analysis, the framework of S-O-R is used as reference [38]. The hypothetical model constructed in this paper is shown in Figure 1.

3. Research Design

3.1. Overview of the Tourist Destination

Zhangjiajie, located in northwestern Hunan Province, is a key tourist city in China that was founded for its tourism. It has successively developed more than 300 scenic spots, such as Wulingyuan Scenic Spot, Tianmenshan Tourist Spot and Zhangjiajie Grand Canyon Tourist Spot. The Wulingyuan Scenic Area has successively won the honorary titles of China’s first national forest park and is among China’s first World Natural Heritage sites, World Geoparks and AAAAA-level tourist areas. In 2021, due to the epidemic, the total tourism revenue was 56.90 billion yuan, down 31.5% from the previous year, and 49.492 million domestic and foreign tourists visited the sites, down 26.4%.
The event of “A Letter” in 2021 is a successful example of Zhangjiajie’s response to the COVID-19 epidemic crisis, with government agencies and related enterprises jointly launching tourism destination marketing. Zhangjiajie has also initiated a series of cause-related marketing activities to speed up the city’s tourism recovery. For example, Wulingyuan Scenic Spot held a “Thanksgiving Tour,” which awarded honorary certificates to representatives of anti-epidemic medical workers, police officers and volunteers, after which they all sang songs, such as “Singing the Motherland”, and took an eco-friendly car to tour Shili Gallery and other scenic spots. A national large-scale public welfare activity of “one hundred television stations joining hands to respect heroes and gathering in Zhangjiajie” was held, and medical staff and specialists who had an outstanding performance during the anti-epidemic period were invited to Zhangjiajie to participate in a series of heart-warming activities to show Zhangjiajie’s social responsibility as a world-famous tourist resort. Zhangjiajie’s cause-related marketing approach has been praised by the Chinese Ministry of Culture and Tourism and has been followed by other tourist attractions in China. Based on this, this study selects Zhangjiajie as a case study with certain representativeness and typicality among the same type of tourist destinations.

3.2. Questionnaire Design and Measurement Scale

To confirm that respondents have paid attention to this event, screening questions were placed at the beginning of the questionnaire. If they are not aware of the event, they will be asked to stop answering questions. This research questionnaire is divided into two parts: the first part comprises five scales for measuring altruistic motivation, moral elevation (emotional component, views of humanity, desire to be a better person) and tourism support behavior. Specifically, altruistic motivation was measured with 5 items from Sun [39]. Moral elevation was measured based on research that was done by Aquino [18] with a 13-item scale. Tourism support behavior was assessed with a 5-item scale from Wang, et al. [40]. There are 23 items in this research questionnaire, which uses the Likert 7-point scale. Numbers 1 to 7 represent “very disagree”, “disagree”, “comparatively disagree”, “neutral”, “comparatively agree”, “agree” and “very agree.” All the items are based on the findings of relevant literature, and appropriate modifications have been made to conform the items to the characteristics of the Zhangjiajie tourism destination. The second part of the questionnaire collects demographic data.
To minimize any potential common method variance (CMV) bias, the survey design and administration followed Podsakoff’s guidelines [41]. Harman’s single-factor test was employed to assess CMV [42]. The test requires loading all the constructs in an exploratory factor analysis (EFA) procedure. CMV is present if either a single factor emerges from the data or one general factor explains the majority of the variance [41]. The EFA results reveal the existence of a multifactor structure (five factors with eigenvalues greater than 1), with the first factor accounting for only 34.32% of the total variance (out of 67.71%). EFA results suggest that common method variance is not a pervasive issue in the data.

3.3. Data Collection and Samples

In this study, we collected data by sending an online questionnaire made on Wenjuanxin’s official website (https://www.wjx.cn/ (accessed on 20 March 2022)), and internet users who were concerned about this event were regarded as potential tourists in Zhangjiajie. The questionnaire was distributed from 21 March to 2 April 2022. A total of 711 questionnaires were collected, and 242 invalid questionnaires were rejected (the answer time was short, for example, less than 90 s, which was much lower than the average speed of 160 s). Eventually, 469 valid questionnaires were obtained, with an effective rate of 65.96%. The sample’s demographic characteristics are summarized in Table 1.

4. Data Analysis

4.1. Measurement Model Assessment

First, Cronbach’s α coefficient is used to test the reliability of five variables: altruistic motivation, emotional component, views of humanity, desire to be a better person and tourism support behavior. The results show that Cronbach’s α values of the five variables range from 0.844 to 0.886 (Table 2), indicating that the questionnaire has high reliability and internal consistency.
The validity of the scale was tested by the KMO test. The test results show that the KMO value of the questionnaire as a whole is 0.938, the p-value of Bartlett’s spherical test is less than 0.001 and the factor loading of all items is greater than 0.6, which indicates that the scale has good validity (Table 2).
Confirmatory factor analysis shows that the value of combination reliability is between 0.844 and 0.886 (Table 2), which meets the acceptable threshold of 0.7 suggested by Raykov [43], indicating good reliability. The value of the average variance extraction is between 0.537 and 0.609 (Table 2), which meets the acceptable threshold of 0.5 suggested by Fornell and Larcker [44], indicating good convergence validity.
Each construct’s square root of AVE was higher than the correlation coefficients, which shows that the variables have good discrimination validity (Table 3).

4.2. Structural Model Assessment

In this study, the structural equation model is built using Amos26.0 software, and the maximum likelihood method is used to calculate the relevant data. The fitting results of the model show that χ2/df = 2.958, RMSEA = 0.065, GFI = 0.887, AGFI = 0.861, TLI = 0.919, NFI = 0.896, IFI = 0.929 and CFI = 0.928, indicating that the proposed structural model fit the data sufficiently.
The standardized path coefficient results are shown in Table 4 and Figure 2 (The value of *** on the arrow in the figure means that p < 0.001, the solid line indicates that the path hypothesis is supported and the dashed line indicates that it is not supported.). First, the influence of altruistic motivation on the emotional component was statistically significant (β = 0.761, p < 0.001), and H1 holds true. This shows that if potential tourists think that the good deeds in Zhangjiajie are motivated by altruism, they will be moved, encouraged and excited.
Second, the influence of altruistic motivation on views of humanity was statistically significant (β = 0.778, p < 0.001), and H2 holds true. This shows that if potential tourists think that the purpose of good deeds in Zhangjiajie is truly to contribute to society, they will re-examine and consider their own views of humanity and think that human nature is kind.
Third, the influence of altruistic motivation on the desire to be a better person was statistically significant (β = 0.721, p < 0.001), and H3 holds true. This shows that if potential tourists think that the purpose of cause-related marketing in Zhangjiajie is to create tangible benefits for them, they will be willing to travel to Zhangjiajie to help Zhangjiajie reduce the economic losses caused by the epidemic.
Fourth, the emotional component does not have a significant positive impact on tourism support behavior (β = 0.126, p = 0.079), and H4 is not tenable. This shows that although potential tourists are moved and excited by the good deeds of Zhangjiajie, considering the risks posed by the epidemic, they will not show significant tourism support behavior.
Fifth, views of humanity do not have a significant positive impact on tourism support behavior (β = 0.078, p = 0.321), and H5 is not tenable. This shows that although potential tourists believe that most people in the world have virtues such as charity and generosity, many people still will not travel to Zhangjiajie because of the risks posed by the epidemic.
Sixth, the influence of the desire to be a better person on tourism support behavior was statistically significant (β = 0.244, p < 0.001), and H6 holds true. This shows that potential tourists will support the development of tourism in Zhangjiajie if they are trying to do good deeds.

4.3. Analysis of Mediation Effect

In this paper, the bootstrapping method is used to test the mediation effect [45]. The basic principle is to observe the confidence interval of the indirect effect. If the confidence interval of a certain path does not include 0, it means that the path has a significant mediation effect. Lau et al. suggested adopting a (1 − a) × 100% confidence interval and generally setting the 95% confidence interval to exclude 0; that is, it is significant at the level of p < 0.05 [46].
As shown in Table 5, the desire to be a better person has a significant partial mediating effect between altruistic motivation and tourism support behavior, while the emotional component and views of humanity do not have a significant mediating effect between altruistic motivation and tourism support behavior.

5. Conclusions and Discussion

5.1. Research Conclusions

Based on the theory of cause-related marketing, this study put forward the concept of cause-related marketing in tourist destinations, used the stimulus-organism-response analysis framework to construct conceptual models of altruistic motivation, moral elevation and tourism support behavior and explored the mechanism of cause-related marketing’s role in the brand building of tourist destinations. By collecting questionnaire survey data and using a structural equation model for empirical testing, the main conclusions are described in the following.
First, altruistic motivation has a significant positive impact on the emotional component, the views of humanity and the desire to be a better person. This is consistent with the conclusions of existing research on altruistic motivation. When consumers participate in cause-related marketing activities, they will judge whether the enterprises are motivated by altruism [47]. Consumers are unlikely to support an enterprise if they believe its motivation is self-serving [48]. Accordingly, when carrying out cause-related marketing activities in tourist destinations, it is essential to show the characteristics of altruism so that tourists can feel that the activities are truly for the public interest and social well-being, thus moving, inspiring and encouraging tourists to believe that most people in the world are kind, merciful and generous and to help others and do good deeds.
Second, the desire to be a better person has significant positive effects on tourism support behavior. This confirms the existing research view that moral elevation can arouse prosocial behavior. Having generated a sense of moral elevation, potential travelers all explicitly stated that they would travel to Zhangjiajie after the epidemic ended to contribute to the recovery of Zhangjiajie’s consumer market and GDP. Accordingly, tourist destinations should make efforts to enhance consumers’ attribution of altruistic motivation to cause-related marketing; improve consumers’ emotional component, views of humanity and desire to be a better person; further improve consumers’ tourism support behavior and promote the development of tourism.
Third, the desire to be a better person has a significant mediating effect, while the emotional component and the views of humanity do not. Perhaps this shows that the desire to be a better person is just an idea of doing good that does not require too much time and energy, so many people express a strong willingness to do good. Regarding the emotional component, because people can frequently see all kinds of touching stories about epidemic prevention and control in the news against the background of epidemic prevention and control normalization, the emotional response to cause-related marketing in Zhangjiajie is not as thrilling or encouraging. The views of humanity are relatively abstract and profound, and most people may not think about such deep philosophical issues of life, so the mediation effect is comparatively weak and not significant.

5.2. Theoretical Implications

First, this paper expands the application scope of cause-related marketing theory and defines the connotation of cause-related marketing in tourist destinations. At present, most academic research on cause-related marketing is initiated by enterprises, exploring consumers’ overall reaction to cause-related marketing of enterprises and the impact of various types of cause-related marketing on consumers [3]. Nevertheless, the government, enterprises, nonprofit organizations and some nongovernmental organizations can also act as individuals or collectively do good deeds to improve consumers’ willingness to consume. In China, tourist destinations are generally managed by several management organizations and enterprises, and cause-related marketing in tourist destinations needs to be redefined beyond the limits of the original concept.
Second, this paper attempts to introduce the concept of moral elevation in the field of social psychology into the field of tourism research. Previous studies on tourists’ emotions have mostly focused on the effects of tourists’ satisfaction [49], place attachment [50], perceived service quality [51], nostalgia [52], perceived value [53] and the impact of residents’ emotions on tourism behavioral intention, mostly focused on emotional solidarity [54,55,56], trust [57], place attachment [58], etc. There is a relative lack of research on the role of emotion in tourists’ morality. Only a few scholars have researched the mechanism of immoral events in tourist destinations on tourists’ negative emotions and their follow-up behaviors [8]. This paper studies the influence mechanism of tourists’ moral elevation on their tourism support behavior, which further enriches the theoretical system of the influencing factors of tourism support behavior.

5.3. Practical Implications

This study can provide practical guidance for other tourist destinations in China to carry out cause-related marketing and promote tourism recovery in the context of the COVID-19 epidemic.
First, we should take the new media as an effective platform to expand the breadth of activities in cause-related marketing. In China, the digitalization, informatization and intelligence of the tourism industry are developing rapidly. With the establishment of travel OTA platforms such as Ctrip, the popularity of apps such as Weibo and WeChat and the popularity of short videos such as Tik Tok, it has become convenient and efficient for people to obtain tourist destination consultations and make travel itinerary plans. Consequently, tourist destinations can launch online texts or videos that reflect citizens’ virtues and good deeds and publicize them on the network platform so that people can have moral elevation and support the development of tourist destinations. In addition, in cause-related marketing, the more vivid the advertising information, the more positive the emotional response of consumers and the stronger their willingness to pay [59]. Vivid advertising information can increase the information transparency of cause-related marketing and thus increase the trust of consumers [5]. Therefore, when cause-related marketing is used in tourist destinations, attention should be given to improving the vividness of advertisements.
Second, we should pursue the value of public goodness and improve the social benefits of cause-related marketing. The means of cause-related marketing can be capital, virtue or a combination of various means. Studies have pointed out that people who believe in collectivist values are less suspicious of cause-related marketing motives than those who believe in individualist values and therefore have a higher purchase intention [60]. China is a socialist country and pursues the spirit of collectivism; tourist destinations can vigorously promote the spirit of collectivism through the media, pursue public goodness and make tourists have emotional resonance and enhance their willingness to travel.

5.4. Limitations and Future Directions

There are some limitations in this paper that need to be studied further in the future. First, this paper takes Zhangjiajie as a case study to conduct an empirical study, and whether this study can be extended to other tourist destinations remains to be tested. On the one hand, from the perspective of geographical scope, there are political systems and cultural differences among countries and regions in the world; on the other hand, from the perspective of tourism destination characteristics, the types, management modes and target markets of each tourism destination are also different. Future research can select other representative cases at home and abroad, thus expanding the application scope of the conclusions. Second, the cause-related marketing events in this paper are mainly spread via internet platforms, and many elderly people do not know how to use smartphones, which leads to the age distribution of the research subjects being mainly internet users under the age of 50. Some offline paper questionnaires can be carried out later to better understand the attitudes and behavioral intentions of elderly individuals. In addition, a small number of online users under 18 also submitted questionnaires. They may not be working and may not have an annual income. In addition, the questionnaire data does not distinguish between residents and visitors, they are all seen as potential tourists. In the future, restriction items will be set in the questionnaire design to avoid these situations.

Author Contributions

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.

Funding

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).

Institutional Review Board Statement

Informed consent was obtained from all subjects involved in the study. Ethical review and approval were not required for the study on human participants in accordance with the local legislation and institutional requirements. Written informed consent from the participants was not required for participation in this study in accordance with the national legislation and institutional requirements.

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

All data have been presented in the paper.

Acknowledgments

We would like to thank all the participants who helped and assisted us during this research.

Conflicts of Interest

The authors declare no conflict of interest.

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Sustainability 15 03888 g001 550
Figure 1. Conceptual research model.
Figure 1. Conceptual research model.
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Figure 2. Results of the structural model. *** means p < 0.001.
Figure 2. Results of the structural model. *** means p < 0.001.
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Table
Table 1. Demographic profile (N = 469).
Table 1. Demographic profile (N = 469).
VariableAttributeFrequencyPercentage
GenderMale22948.83
Female24051.17
AgeLess than 18 4910.45
18–30 22648.19
31–40 9820.90
41–50 5511.73
More than 50 418.74
Degree of educationJunior high school and below214.48
High school, secondary school or technical school12827.29
College or undergraduate27859.28
Graduate students or above428.96
OccupationProfessional and technical staff (teachers, doctors, lawyers, etc.)16034.12
Civil servant347.25
Service workers (caterers/drivers/salesmen etc.)5611.94
Student14230.28
Worker285.97
Private owner112.35
Enterprise manager163.41
Other224.69
Annual incomeNo income13528.78
Less than 50,000 CNY (Less than 728.5 USD)9219.62
Within 50,000–100,000 CNY (Within 728.5~14570 USD)12326.23
Within 100,000–200,000 CNY (Within 14570~29140 USD)10121.54
200,000 RMB and above (29140 USD and above)183.83
How to know about the event?Chatting with friends and family23523.86
Website and app client (WeChat, Weibo, Tik Tok, etc.)37938.48
TV22222.53
Newspaper10911.07
Other404.06
Have you ever traveled to Zhangjiajie?Yes25353.95
No21646.06
Travel frequency per year (including anywhere)0 times337.04
1 to 2 times28460.55
3–4 times9921.11
5–6 times326.82
More than 6 times214.48
Table
Table 2. Results of validity and reliability of the measurement model.
Table 2. Results of validity and reliability of the measurement model.
Variables and ItemsStandardized Factor LoadingCronbach’s αCRAVE
Altruism motivation 0.8520.8520.537
I think Zhangjiajie’s good deeds are indeed to create better value for consumers.0.727
I think Zhangjiajie’s good deeds are indeed for promoting social progress.0.743
I think Zhangjiajie’s good deeds are for the real promotion of social welfare.0.769
I think Zhangjiajie will use part of its profits to give back to society.0.655
I think Zhangjiajie is fulfilling its social responsibility through its good deeds after COVID-19.0.763
Desire to be a better person 0.8570.8600.606
Zhangjiajie’s kindness inspired me to devote myself to public welfare undertakings.0.717
Zhangjiajie’s kindness inspired me to become a better person.0.760
Zhangjiajie’s good deeds inspired me to learn from those who do good deeds.0.842
Zhangjiajie’s kindness inspired me to help others more.0.789
Views of humanity 0.8440.8450.577
What happened in Zhangjiajie after COVID-19 made me believe that the world is still beautiful.0.772
What happened in Zhangjiajie after COVID-19 made me believe that the world is full of kindness.0.780
What happened in Zhangjiajie after COVID-19 made me believe that every child born has innate goodness.0.742
What happened in Zhangjiajie after COVID-19 made me believe that most people’s actions are commendable.0.742
Emotional component 0.8860.8860.609
I was moved by the kindness in Zhangjiajie after COVID-19.0.758
I appreciate the kindness in Zhangjiajie after COVID-19.0.812
I am encouraged by the kindness in Zhangjiajie after COVID-19.0.740
I admire the kindness in Zhangjiajie after COVID-19.0.782
The kindness in Zhangjiajie after COVID-19 made me feel warm.0.808
Tourism support behavior 0.8680.8710.576
Generally speaking, the positive impact of Zhangjiajie tourism is greater than the negative impact.0.634
I think Zhangjiajie should actively encourage the development of tourism.0.753
I think that tourism is still very important to Zhangjiajie.0.791
I think Zhangjiajie should continue to be a tourist destination.0.800
I support tourism promotion in Zhangjiajie.0.804
Note: CR = composite reliability; AVE = average variance extracted.
Table
Table 3. Results of discriminant validity.
Table 3. Results of discriminant validity.
VariableTourism Support BehaviorAltruism MotivationEmotional ComponentViews of HumanityDesire to Be a Better Person
Tourism support behavior0.759
Altruism motivation0.6650.733
Emotional component0.6140.6970.780
Views of humanity0.6170.7020.6750.760
Desire to be a better person0.6450.6330.6670.7320.778
Note: Bolded figures are the square root of the average variance extracted (AVE). Figures below the AVE line are the correlations between the constructs.
Table
Table 4. Results of hypothesis testing.
Table 4. Results of hypothesis testing.
HypothesisStandardized Path Coefficient βStandard ErrorT-ValueResult
H1: Altruistic motivation → Emotional componentβ1 = 0.761 ***0.06112.475Supported
H2: Altruistic motivation → Views of humanityβ2 = 0.778 ***0.06012.967Supported
H3: Altruistic motivation → Desire to be a better person.β3 = 0.721 ***0.06311.444Supported
H4: Emotional component →Tourism support behaviorβ4 = 0.1260.0632.000Not supported
H5: Views of humanity → Tourism support behaviorβ5 = 0.0780.0781.000Not supported
H6: Desire to be a better person → Tourism support behaviorβ6 = 0.244 ***0.0633.873Supported
Note: *** means p < 0.001.
Table
Table 5. Results of testing for mediation effects.
Table 5. Results of testing for mediation effects.
HypothesisPoint EstimationProduct of Coefficients95% Confidence IntervalResult
S.E.ZPCBC
LowerUpperLowerUpper
H7a0.0930.0621.500−0.0320.215−0.0240.222Not supported
H7b0.0590.0750.787−0.0970.199−0.0970.198Not supported
H7c0.1720.0612.8200.0540.2940.0600.304Supported
Direct effect0.3640.1222.9840.1460.6290.1510.635Supported
Total effect0.6880.06610.4240.5640.8180.5710.831Supported
Note: H7a refers to altruistic motivation → emotional component → tourism support behavior; H7b refers to altruistic motivation → views of humanity→ tourism support behavior; H7c refers to altruistic motivation → desire to be a better person → tourism support behavior; PC refers to percentile method and BC refers to bias-corrected percentile method.
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Yang, J.-H.; Lei, F.-Y.; Zhang, J.-H.; Song, Y.; Wang, C. Altruistic Motivation, Moral Elevation and Tourism Support Behavior: An Empirical Study Based on Cause-Related Marketing in Tourist Destinations. Sustainability 2023, 15, 3888. https://doi.org/10.3390/su15053888

AMA Style

Yang J-H, Lei F-Y, Zhang J-H, Song Y, Wang C. Altruistic Motivation, Moral Elevation and Tourism Support Behavior: An Empirical Study Based on Cause-Related Marketing in Tourist Destinations. Sustainability. 2023; 15(5):3888. https://doi.org/10.3390/su15053888

Chicago/Turabian Style

Yang, Jin-Hua, Fa-Yu Lei, Jin-He Zhang, Ying Song, and Chang Wang. 2023. "Altruistic Motivation, Moral Elevation and Tourism Support Behavior: An Empirical Study Based on Cause-Related Marketing in Tourist Destinations" Sustainability 15, no. 5: 3888. https://doi.org/10.3390/su15053888

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