When less is more: The numerical format effect of tourism corporate donations

IF 10.4 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Pub Date : 2024-11-07 DOI:10.1016/j.annals.2024.103864

Jihao Hu , Nan (Iris) Xue , Lisa C. Wan

引用次数: 0

Abstract

Corporate philanthropy has been demonstrated as the most effective corporate social responsibility (CSR) strategy for tourism companies to enhance their reputation and competitiveness, especially beyond a crisis (e.g., COVID-19). However, little is known about the factors that make tourism corporate donations more effective in generating positive consumer reactions. Across three experiments, this research shows that consumers tend to respond more favorably to a donation amount presented in a rounded format (e.g., $500,000) than a precise one (e.g., $501,327) because a rounded numerical format triggers individuals' higher levels of other-praising affective reactions (Studies 1 and 2). However, this effect does not hold for small-sized firms (Study 3). The research offers novel theoretical implications for tourism corporate philanthropy and insights for managers.

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少即是多：旅游企业捐赠的数字格式效应

企业慈善事业已被证明是旅游企业提升声誉和竞争力最有效的企业社会责任（CSR）战略，尤其是在危机过后（如 COVID-19）。然而，人们对旅游企业捐赠能更有效地引起消费者积极反应的因素知之甚少。本研究通过三项实验表明，消费者倾向于对四舍五入格式（如 500,000 美元）的捐赠金额做出比精确格式（如 501,327 美元）更积极的反应，因为四舍五入的数字格式会引发个体更高水平的其他赞美情感反应（研究 1 和 2）。然而，这种效应在小型企业中并不存在（研究 3）。研究为旅游企业慈善事业提供了新的理论意义，也为管理者提供了启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Annals of Tourism Research Multiple-

CiteScore

19.10

自引率

9.10%

发文量

135

审稿时长

42 days

期刊介绍： The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.