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Title: Moderating effect of psychological distance on the impact of cause-related marketing on tourism relationship value

Authors: Hung Sheng Chang

Addresses: Department of Food and Beverage Management, Shih Chien University, 70 Ta-Chi Street, Taipei, 10462, Taiwan, ROC

Abstract: This research presents a framework for cause-related marketing (CRM) in the tourism industry, focusing on the relationship between profit-related cause marketing and tourism relationship value, with psychological distance serving as a moderating factor. Trust behaviour acts as a mediating variable, linking the two concepts to tourism relationship value. The study identifies two key factors: the mediating role of trust behaviour and the moderating role of psychological distance. It also examines how psychological distance affects the implementation of CRM strategies. Focusing on Taiwan's hotel industry, the study distributed 400 questionnaires, with 393 valid responses. The findings indicate that CRM strategies have a positive effect on customer trust behaviour, which, in turn, enhances tourism relationship value. Psychological distance influences how marketing strategies impact consumer trust, thereby affecting the overall tourism value. This study offers valuable insights for the tourism industry on how to strategically implement CRM.

Keywords: relationship value; cause-related marketing; CRM; trust behaviour; psychological distance.

DOI: 10.1504/IJSOM.2025.148176

International Journal of Services and Operations Management, 2025 Vol.51 No.5, pp.1 - 17

Received: 02 May 2025
Accepted: 08 Jun 2025
Published online: 27 Aug 2025 *