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1.
Sustainability (Switzerland) ; 15(5), 2023.
Article in English | Scopus | ID: covidwho-2287515

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. © 2023 by the authors.

2.
Front Public Health ; 10: 808461, 2022.
Article in English | MEDLINE | ID: covidwho-1903197

ABSTRACT

Introduction: In July 2021, Zhangjiajie City became the new epicenter of the COVID-19 outbreak. Aside from the physical manifestations of COVID-19, patients are also victims of severe social stigmatization. Stigma affects not only COVID-19 patients or survivors, but also individuals associated with them. This study aims to describe and assess the COVID-19-related stigma between patients, their relatives, and healthy local residents. Methods: The study included 43 COVID-19 patients, 68 relatives, and 75 healthy residents from Zhangjiajie. Demographic data was collected, including gender, age, marital status, and educational level. Stigma attitudes toward COVID-19 were measured using the Stigma Scale and Social Distance Scale. Frequencies and percentages were described for each item of the scales, and differences among the three groups were examined using the chi-square test. Results: With regards to personal and perceived stigma, most participants agreed that patients with COVID-19 "could snap out of the problem" and that "they were dangerous." For social distance, over 30% of participants from the three groups agreed with the item "unwillingness to marry into the family of someone with COVID-19." In all groups, there were significant statistical differences in the belief that "the problem is not a real medical illness" and the desire to "spend the evening socializing." Conclusion: Although the outbreak was well-contained in Zhangjiajie, stigmatizing attitudes toward COVID-19 and desire for social distance to such patients were common among patients, their relatives and healthy local residents. Our study's results suggest that public education, anti-stigma interventions, and policies are necessary for people living in Zhangjiajie in order to effectively curtail the spread of COVID-19 and provide a useful strategy for a tourist city like Zhangjiajie to recover sooner from economic decline.


Subject(s)
COVID-19 , Attitude , COVID-19/epidemiology , Health Status , Humans , Social Stigma , Stereotyping
3.
International Journal of Geoheritage and Parks ; 2022.
Article in English | ScienceDirect | ID: covidwho-1729813

ABSTRACT

Nature-based tourism (NBT) has become a popular tool for developing countries to achieve economic growth by the non-destructive use of their natural resources. COVID-19 has caused severe financial impacts on tourism-dependent areas. Revitalizing NBT is needed for economic recovery in those regions and can also help deal with mental health issues worldwide. Zhangjiajie National Forest Park (ZNFP), the first national park created in China, was selected to examine the important factors that influence visitor satisfaction during the COVID-19 pandemic and the relationship between satisfaction and visitors' environmentally responsible behavior (ERB) intention. The authors collected 788 onsite and online questionnaires from visitors to ZNFP during June–September 2020. This paper reveals previously underestimated factors and offers practical applications for park development at ZNFP and other NBT destinations. Visitors had a high level of satisfaction with the natural scenery of the park but were relatively dissatisfied with price reasonableness, park services, activities and events, and artificial attractions. Younger visitors, especially students, and well-educated visitors looking for environmental education opportunities tended to have lower satisfaction rates. Visitor satisfaction may have a positive but limited influence on promoting visitors' ERB intentions. We propose group-specific strategies for national park managers to attract more visitors and increase their length of stay.

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