Cause-related marketing for disaster risk reduction in the tourism industry: A comparative analysis of prevention- and recovery-related campaigns. (December 2018)

• Record Type: Journal Article
• Authors: Aliperti, Giuseppe; Rizzi, Francesco; Frey, Marco
• Is Part Of: Journal of hospitality and tourism management. Volume 37(2018)
• Page Start: 1
• Page End: 10
• Publication Date: 2018-12
• Subjects: Hospitality industry -- Management -- Periodicals; Tourism -- Management -- Periodicals; Hospitality industry -- Australia -- Management -- Periodicals; Tourism -- Australia -- Management -- Periodicals; Hospitality industry -- Management; Tourism -- Management; Australia; Electronic journals; Periodicals; 338.4791068
• DOI: 10.1016/j.jhtm.2018.08.003
• Languages: English
• ISSNs: 1447-6770

Abstract

Abstract: An increasing number of companies are using Cause-related Marketing (CrM) to fund-raise in support of disaster risk reduction (DRR) activities. This study presents a comparative analysis of two CrM campaigns promoted by a tourism firm in order to improve disaster prevention and recovery of the destination. The results highlight that European tourists belonging to generation Y process prevention- and recovery-related stimuli in different ways. Prevention-related campaigns appear to be generally more effective than recovery-related campaigns. Interestingly, taking in consideration only less-involved to the cause consumers, the intention to participate to the campaign slightly increases in the presence of recovery-related instead of prevention-related cause suggesting further investigation focused on this trend. Theoretical contributions refer to the increased understanding of how tourists elaborate the concept of prevention and recovery from a message framing theory perspective. The paper concludes with managerial implications and opportunities to leverage disaster-oriented CrM campaigns in order to protect hazard-exposed communities.