The Influence Of Tourism Company's Fitness And Familiarity On Consumer Response In Cause-related Marketing

Under the background of the increasing corporate social responsibility movement,social problems caused by the management problems of tourism enterprises have been widely valued by the public.Tourism is an extraneous economic undertaking and is often regarded as a window industry of a region,which is related to the image of the region.Therefore,the public has higher requirements on tourism enterprises to assume social responsibility and establish a good social image.Cause-related marketing is to satisfied to the social benefits of the tourism enterprises,and at the same time,by donating to charitable organizations,the public is recognized by the public for social responsibility.As an element that has direct contact with enterprises and has a direct impact on consumer response,have a certain impact on tourism companies engaged in good cause marketing.Based on this,this paper,by means of simulation of experimental scenarios,focuses on investigating the functional mechanism of two dimensions of charity organizations in response to consumers in cause-related marketing,that is,the fitness between enterprises and charity organizations and the familiarity of consumers with charity organizations.This paper combines experimental method with questionnaire method to explore the main effects of fit(tourism enterprises and charity organizations)and familiarity(consumers to charity organizations)on consumer response,and then further discusses the interaction effects of fitness and familiarity on consumer response.Firstly,the charity organizations with different familiarity degree and tourism products with different fit degree were selected through two pre-experiments.Secondly,the 2×2 inter-group experiment was designed to simulate four experimental scenarios,and SPSS22.0 and AMOS22.0 software were used to test the hypothesis of the experimental data.The experimental results show that the fitness between tourism enterprises and charity organizations has a significant positive effect on consumer response in kinesthetic marketing.In other words,the higher the fit between tourism enterprises and charity organizations,the higher consumers' attitude towards enterprises,recognition of enterprise donation motivation and purchase intention.The degree of consumers' familiarity with charitable organizations has a significant positive effect on consumers' response,that is,the higher the degree of familiarity is,the higher consumers' attitude towards enterprises,recognition of enterprises' donation motivation and purchase intention are.At the same time,fit and familiarity have a significant interaction effect.In the high fit scenario,the more familiar consumers are with charity organizations,the higher their attitude towards enterprises,recognition of corporate donation motivation and purchase intention.In the low fit scenario,there is no significant difference in the impact of familiarity on consumer response.