The Influences of Revenue-related Cause Marketing to Tourism Relationship Value - Using Psychological Distance as Moderator

• Main Authors: KUO, YI-JEN, 郭亦真
• Other Authors: HU, KAI-CHIEH
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/g7x558

碩士 === 東吳大學 === 企業管理學系 === 103 === This study presents a causal relationship framework among revenue related cause marketing, trust behavior and tourism relationship value. The psychological distance is the moderator, with revenue related social marketing, trust behavior and tourism relationship value. One of the contributions of this research is its conclusions and suggestions of revenue related social marketing strategy toward increasing its tourism relationship value and competitiveness in tourism industry. The main contribution is to emphasize that the buildup of tourism relationship is through the revenue related cause marketing and the trust behavior. As mention above, using psychological distance as a moderator is one of the main research and contribution of this study. Though the moderator, the strategies of cause related marketing and the relationship between trust behavior and the tourism relationship value may be more in-depth discussion. Aim to the trust behavior and the tourism relationship value, the effect of psychological distance as moderator is investigated. This study will adopt a linear structure equation approach to examine the casual relationship framework of the revenue related social marketing, trust behavior and tourism relationship value of different tourism sectors. Hotel is the only tourism sector to be considered. Finally, a recommendation of the managerial implication is presented.