Technology-Enabled Social Marketing and Gestalt Coherence in Service Contexts

Abstract

This study examines how sustainability-oriented social marketing influences relationship quality and tourism relationship value, and how perceived brand coherence (Gestalt completeness) conditions this relationship. The growing emphasis on sustainable tourism and responsible consumption has increased the importance of socially oriented marketing communication in shaping long-term consumer–firm relationships. However, prior research has largely examined social marketing, relationship quality, and relationship value in isolation, with limited attention to how perceptual mechanisms strengthen these relational processes within contemporary, platform-mediated tourism environments. Addressing this gap, this study investigates how public-issue-promoted social marketing (PIPSM) influences relationship quality (RQ) and tourism relationship value (TRV) while incorporating Gestalt completeness (GC) as a moderating mechanism that captures perceptual coherence in brand communication. Using survey data collected from 400 consumers with prior tourism experience in Taiwan, the proposed model is tested through structural equation modeling, complemented by regression-based moderation analysis. The results indicate that PIPSM significantly enhances relationship quality, which in turn positively influences tourism relationship value. Furthermore, Gestalt completeness strengthens the relationship between RQ and TRV, suggesting that perceptually coherent communication amplifies relational outcomes. This study contributes to the literature by integrating social marketing, relationship marketing, and perceptual psychology into a unified framework. Rather than demonstrating direct sustainability outcomes, the findings highlight relational and perceptual pathways that may support sustainability-oriented behaviors. The study also offers practical implications by illustrating how socially oriented communication and coherent brand design across digital touchpoints can enhance customer engagement and long-term relational value.

1. Introduction

1.1. Background of the Study

This study acknowledges that, although sustainable tourism and the United Nations Sustainable Development Goals (SDGs) are highlighted as important contextual foundations, the constructs examined—Public-Issue-Promoted Social Marketing, Relationship Quality, Tourism Relationship Value, and Gestalt completeness—primarily capture relational and perceptual mechanisms rather than direct measures of observable sustainable behavior.

Accordingly, the present research conceptualizes sustainability outcomes as being indirectly influenced through relational and psychological pathways. Specifically, PIPSM is expected to shape consumers’ perceptions of corporate social responsibility, which enhances trust, satisfaction, and commitment (i.e., relationship quality). These relational outcomes, in turn, foster pro-social behavioral tendencies, such as supporting responsible tourism providers, engaging in positive word-of-mouth, and demonstrating a willingness to maintain long-term relationships with socially responsible enterprises. Therefore, sustainability in this study is framed as an outcome of value internalization and relational commitment rather than as an immediate behavioral endpoint.

With the rapid evolution of tourism communication environments, marketing practices are increasingly conducted within digitally mediated contexts, where social media platforms, official websites, and online travel services serve as primary channels for information dissemination. However, while prior studies often emphasize digital transformation and technology-enabled marketing, the present study does not directly measure specific technological channels or digital touchpoints.

Instead, this research focuses on the content and relational effects of social marketing communication, particularly how public-issue-promoted messages influence consumer perceptions and relationship formation. Therefore, the “digital” aspect in this study should be understood as a contextual backdrop—reflecting the contemporary communication environment in which tourism marketing occurs—rather than as an explicitly operationalized construct.

1.2. Research Gap

Despite the substantial body of the literature on social marketing and relationship marketing, several important gaps remain.

First, prior studies have largely examined the relationships between social marketing, relationship quality, and relationship value in isolation, with limited efforts to integrate these constructs into a unified framework. This limitation is particularly evident in the context of sustainable tourism, where the process through which socially oriented marketing translates into relational value creation remains insufficiently understood.

Second, while social marketing has been widely explored, relatively little attention has been given to public-issue-promoted social marketing as a distinct form of communication. Unlike general corporate social responsibility initiatives, PIPSM emphasizes alignment with broader societal issues, such as environmental sustainability and community well-being, and functions as a relational signaling mechanism. However, its role in shaping relationship quality and long-term value has not been adequately examined.

Third, existing research has paid limited attention to the perceptual mechanisms that influence the effectiveness of social marketing. In particular, the moderating role of Gestalt completeness—reflecting the perceived coherence and unity of brand communication—remains underexplored. This gap restricts our understanding of how similar marketing messages may lead to different relational outcomes depending on how they are perceived.

Finally, the concept of tourism relationship value has not been sufficiently differentiated. Distinguishing between core relationship value (e.g., loyalty and usage continuity) and extended relationship value (e.g., word-of-mouth and advocacy) may provide a more nuanced understanding of how relational benefits are both internalized and externalized in consumer behavior.

Kumar et al. [1] emphasized the role of social marketing in shaping sustainable tourism behavior and consumer engagement. At the same time, relationship marketing research continues to highlight the importance of trust, satisfaction, and commitment in driving long-term relational outcomes [2,3].

More recent empirical work has also begun to explore how emotional and cognitive mechanisms influence consumer responses in tourism contexts [4]. These studies suggest that relational and perceptual processes jointly shape consumer evaluations and behavioral intentions, yet their integration within a unified framework remains limited.

1.3. Aim of the Study

To address these gaps, this study develops an integrated framework that examines the relationships among public-issue-promoted social marketing, relationship quality, and tourism relationship value, while incorporating Gestalt completeness as a moderating mechanism.

Specifically, this study aims to:

• Examine the effect of PIPSM on relationship quality in the tourism context;
• Investigate the impact of relationship quality on tourism relationship value;
• Explore the moderating role of Gestalt completeness in strengthening the relationship between RQ and TRV.

By integrating perspectives from social marketing, relationship marketing, and perceptual psychology, this study contributes to the literature by providing a more comprehensive and process-oriented explanation of how socially oriented marketing communication translates into long-term relational value.

Rather than addressing technological or policy-level outcomes directly, this study focuses on consumer perceptions and relational mechanisms, examining how sustainability-oriented social marketing is translated into relationship outcomes through perceptual and cognitive processes. While the study is situated within a contemporary, platform-mediated communication environment, it does not provide direct evidence regarding the role of specific digital technologies.

2. Literature Review

2.1. Relationship Value

Relationship value has been widely conceptualized as the overall assessment of the benefits derived from a long-term relationship between consumers and service providers. While prior studies offer multiple overlapping definitions, this study adopts a focused perspective by emphasizing the functional role of relationship value within the relational exchange process. Specifically, relationship value is understood as a multidimensional construct reflecting both the intensity of the relationship and its broader behavioral implications.

To enhance conceptual clarity and extend the prior literature, this study distinguishes between core relationship value and extended relationship value within the tourism context. Core relationship value refers to direct relational outcomes, such as usage frequency and loyalty, which indicate the strength and stability of the consumer–firm relationship. In contrast, extended relationship value captures the externalization of relational benefits into broader market behaviors, including word-of-mouth communication and support for product or service commercialization.

This distinction represents a key contribution of the study, as it links internal relational dynamics with external behavioral expressions. By differentiating these two dimensions, the study provides a more nuanced understanding of how relational value contributes not only to customer retention but also to broader market influence and long-term value creation in tourism contexts.

Sirdeshmukh, Singh, and Sabol [5] positioned relationship value as an intervening construct linking relationship quality and customer loyalty. Their findings indicate that when customers perceive relational exchanges as beneficial, equitable, and trustworthy, they are more likely to maintain long-term engagement and advocacy.

Building upon these insights, relationship value can be classified into two primary dimensions: core relationship value and extended relationship value. The core relationship dimension encompasses two subcomponents: (1) usage frequency, which captures the intensity and regularity of customer–firm interaction, and (2) loyalty support, which reflects consumers’ attitudinal and emotional commitment to the brand. The extended relationship dimension comprises (1) product commercialization, referring to the extent to which marketing activities such as advertising or promotions stimulate consumer purchase intention, and (2) word-of-mouth advocacy, representing the willingness of existing customers to recommend the firm’s products or services to others.

In the context of tourism, this construct is refined as tourism relationship value, which reflects the perceived benefits and long-term worth of sustained interactions between tourists and service providers. Hogan [6] proposed that the factors influencing TRV can be categorized into competitive position, prior investment, and future investment. From the perspective of competitive position, quality advantage and price advantage both enhance TRV, where the former derives from superior service or product quality and the latter from competitive pricing strategies that attract and retain consumers.

Prior investment refers to the preparatory efforts undertaken before cultivating and maintaining key customer relationships. These efforts encompass four subdimensions: customer adaptability, firm adaptability, environmental uncertainty, and relationship closeness. In service industries such as tourism, these relational investments are particularly critical. Customer adaptability reflects the degree of dependence customers develop on the service provider and its personnel, thereby enhancing efficiency and perceived value. Firm adaptability denotes the organization’s flexibility in responding to customer needs. Environmental uncertainty captures the likelihood of unexpected costs or benefits arising from external factors—greater uncertainty typically demands more intensive interaction and trust building. Relationship closeness represents the mutual effort and commitment invested by both parties—the greater the reciprocity, the stronger the relational bond.

Future investment encompasses the strategic initiatives that tourism enterprises implement to sustain and expand long-term customer relationships. These include cost sensitivity—adjusting pricing strategies to foster enduring customer commitment—and integration, which involves aligning mutual capabilities, resources, and knowledge to achieve shared objectives and reinforce relationship value [6].

With the growing importance of environmental sustainability, Esty and Winston [7] proposed that tourism enterprises can strengthen their competitive edge through three strategic actions: (1) media engagement, which enhances brand visibility and improves consumer perception; (2) green supply chain management, which reduces waste and attracts environmentally responsible partners; and (3) strategic alignment with emerging market trends, particularly within Asia, to capitalize on evolving consumer preferences and global sustainability movements.

2.2. Social Marketing

Social marketing is widely understood as a process that facilitates behavioral change through progressive stages, including cognitive awareness, attitudinal alignment, and eventual behavioral intention formation. In the context of PIPSM, this process is particularly relevant to sustainability, as public-issue framing enhances consumers’ awareness of social and environmental concerns, which subsequently influences their value systems and behavioral orientations.

Rather than directly producing sustainable actions, social marketing operates by aligning consumer cognition and affect with pro-social values, thereby increasing the likelihood of sustainability-oriented behavioral intentions. This staged mechanism (cognition → attitude → behavioral intention → value internalization) provides a theoretical foundation for understanding how relational constructs may ultimately contribute to sustainable tourism development.

In contemporary tourism contexts, social marketing practices are typically delivered through digitally mediated platforms, including social media, official tourism websites, and online travel intermediaries. These platforms enable the widespread dissemination of messages related to environmental protection, cultural preservation, and social responsibility.

However, the focus of this study is not on the technological characteristics or channel-specific effects of these platforms, but rather on the content orientation of social marketing and its influence on consumer perceptions and relational outcomes. By emphasizing the thematic and value-driven aspects of communication, this study isolates the relational mechanisms through which social marketing contributes to consumer–firm relationship development.

Social marketing has traditionally been examined in various forms, including corporate social responsibility (CSR), cause-related marketing, and relationship-oriented social marketing (RRSM). While these approaches share a common emphasis on aligning business activities with social or environmental concerns, they differ in their underlying mechanisms and relational implications.

This study introduces and focuses on Public-Issue-Promoted Social Marketing as a distinct conceptualization. Unlike general CSR initiatives or promotional cause-related campaigns, PIPSM emphasizes the communication of public issues—such as environmental protection, cultural preservation, and community engagement—as a means of signaling organizational values and fostering relational alignment with consumers.

By positioning public-issue engagement as a relational signaling mechanism, PIPSM extends the existing social marketing literature beyond philanthropic or image-based interpretations. It highlights how value-oriented communication can shape consumer perceptions, strengthen relational bonds, and ultimately influence behavioral tendencies. This refined conceptualization establishes a clearer theoretical boundary for the independent variable and underscores its relevance within the proposed research model.

2.2.1. Public-Issue-Promoted Social Marketing

Modern social marketing has transformed from a non-profit communication tool into a strategic instrument for both public and private organizations. For commercial enterprises, engaging in public-issue campaigns not only enhances corporate reputation and brand image but also fosters stakeholder trust and employee identification. Barone, Miyazaki, and Taylor [8] emphasized that consumers’ perceptions of corporate motives—particularly the degree of authenticity and sincerity—determine the effectiveness of such initiatives. When consumers believe that a company’s engagement in social causes is genuine and not opportunistic, they respond with greater trust, loyalty, and purchase intention.

Chang, Chen, and Tseng [9] further demonstrated that public-issue social marketing can strengthen perceived service quality and reduce perceived risk, thereby enhancing overall customer value. These findings suggest that social marketing contributes not merely to philanthropic outcomes but also to competitive differentiation and long-term relational benefits. Effective implementation requires strategic alignment between a firm’s brand identity and the social cause it supports, ensuring coherence between message, values, and corporate actions.

In this context, PIPSM serves as a mutually beneficial mechanism that allows firms to achieve both social and economic objectives. By integrating social advocacy with marketing communication—such as campaigns for environmental sustainability or community development—companies can engage consumers as partners in collective social progress. Consumers, in turn, perceive participation in these campaigns as a form of indirect altruism, reinforcing emotional attachment and perceived meaning in their consumption experiences.

2.2.2. The Relationship Between Social Marketing and Relationship Value

Empirical research indicates that social marketing exerts a positive influence on relationship value by enhancing corporate image, trust, and emotional connection with consumers. The mechanism operates through progressive levels of social influence—awareness, participation, behavioral reinforcement, and value alignment—that shape consumers’ cognitive and affective responses toward the firm.

Authentic social marketing initiatives strengthen corporate credibility, reduce perceived risk, and increase overall satisfaction and loyalty [8,9]. When consumers perceive that a company’s social involvement aligns with their personal values, they are more likely to develop relational commitment and engage in positive word-of-mouth behaviors—key dimensions of relationship value. Consequently, social marketing functions not only as a communication strategy but also as a relational mechanism that deepens long-term consumer–brand connections and enhances sustainable competitive advantage.

2.3. Relationship Quality

Relationship quality is commonly conceptualized as a higher-order construct comprising key relational dimensions, such as trust, satisfaction, and commitment. While prior studies have extensively defined these components individually, this study adopts an integrated perspective by focusing on their collective role in shaping relational strength and stability.

Rather than reiterating multiple overlapping definitions, the present research emphasizes relationship quality as a mediating mechanism through which social marketing influences consumer behavior. In this framework, trust reflects confidence in the service provider, satisfaction captures the evaluative response to prior experiences, and commitment represents the intention to maintain a long-term relationship. Together, these elements form a cohesive construct that facilitates the translation of value-oriented communication into sustained relational outcomes.

Recent scholarship conceptualizes RQ as a multidimensional construct encompassing affective and cognitive dimensions that capture the extent to which customers perceive the relationship as stable, mutually beneficial, and trustworthy. High relationship quality is characterized by enduring satisfaction, confidence in the partner’s integrity, mutual dependence, and willingness to maintain the relationship despite short-term fluctuations in satisfaction levels.

Accordingly, this study defines relationship quality as a composite construct consisting of four fundamental dimensions—satisfaction, dependence, trust, and commitment—each reflecting a distinct yet interrelated component of the consumer–firm relationship.

2.3.1. Dimensions of Relationship Quality

Relationship satisfaction represents a consumer’s holistic evaluation of accumulated interactions with a firm over time. Rather than a momentary transactional response, satisfaction is conceptualized as a cumulative and affective construct emerging from repeated service encounters that consistently meet or exceed expectations [10]. It encompasses both economic and non-economic aspects: the former relates to efficiency, service performance, and utilitarian benefits, while the latter involves interpersonal warmth, trust, and emotional fulfillment. When consumers perceive stable and reliable service quality, their satisfaction reinforces trust, fosters confidence in the firm, and contributes to long-term relational stability.

Relationship dependence, in turn, refers to the degree to which one party relies on another to achieve desired outcomes. In service-intensive industries such as tourism and hospitality, dependence reflects the mutual reliance and irreplaceability that evolve through personalized services, repeated interactions, and co-created experiences. Dependence often arises from switching barriers, relationship-specific investments, and shared knowledge that reduce the attractiveness of alternative providers [11]. As relational dependence deepens, both parties are more likely to engage in collaboration, invest in mutual trust, and maintain commitment, thereby enhancing the relationship’s resilience and continuity [12].

Trust constitutes the cornerstone of relationship marketing, representing consumers’ belief in a firm’s reliability, integrity, and benevolence [13,14]. It develops through consistent service delivery, transparent communication, and alignment of ethical and value-based principles between the firm and the customer. Trust has been shown to foster commitment, promote cooperation, and reduce perceived risk during service encounters. Within the tourism context, where intangible experiences and uncertainty are prevalent, trust serves as a key mechanism in strengthening customer confidence and promoting repeat patronage.

Finally, relationship commitment reflects the psychological attachment and enduring intention of consumers to sustain their association with a firm. Beyond rational evaluation, commitment embodies affective and moral investment, motivating consumers to maintain loyalty and advocacy even under competitive pressure [13]. High commitment encourages consumers to make short-term sacrifices for long-term relational benefits, reinforcing both stability and resilience in dynamic service environments.

Collectively, satisfaction, dependence, trust, and commitment form the four pillars of relationship quality, determining the durability and depth of consumer–firm relationships. In the tourism and hospitality industries, high relationship quality serves as a critical foundation for fostering repeat visitation, positive word-of-mouth, and emotional attachment to service brands, thereby contributing to long-term organizational success and competitive advantage.

2.3.2. Relationship Between Relationship Quality and Social Marketing

Social marketing strategies have been shown to significantly influence consumers’ perceptions of a company’s integrity and responsibility [8,9]. When tourism enterprises engage in public-issue-promoted social marketing—such as environmental conservation, cultural preservation, or community development—consumers interpret these initiatives as signals of ethical behavior and social accountability. This, in turn, enhances relationship satisfaction, trust, and commitment, which are core components of relationship quality.

Authentic and value-aligned social marketing fosters emotional resonance and strengthens relational bonds between consumers and firms. Thus, social marketing operates not only as a communication mechanism but also as a relational catalyst that deepens consumer identification with socially responsible tourism enterprises.

H1. 

Public-issue-promoted social marketing positively influences relationship quality.

2.3.3. Relationship Between Relationship Quality and Relationship Value

Empirical evidence consistently demonstrates that relationship quality serves as a key antecedent of relationship value [2,3]. When customers experience high satisfaction, trust, and commitment, they are more likely to perceive greater value in maintaining long-term relationships with tourism enterprises. Relationship quality enhances both the functional value—through reliability and service efficiency—and the emotional value—through personal connection and psychological comfort—of the relationship.

Furthermore, the relational benefits derived from high-quality relationships, such as confidence, social bonding, and reduced risk, directly contribute to consumers’ perceived value of ongoing engagement. As relationship quality improves, consumers exhibit stronger loyalty intentions, advocacy behavior, and willingness to sustain future interactions. Hence, RQ and relationship value are interdependent, forming a virtuous cycle of trust, satisfaction, and commitment that drives long-term profitability and competitiveness in the tourism industry.

H2. 

Relationship quality has a positive effect on tourism relationship value.

2.4. Gestalt Completeness

Gestalt completeness provides a theoretical foundation for understanding how individuals perceive and interpret complex stimuli as coherent wholes. In marketing contexts, this perspective suggests that consumers do not process individual brand elements in isolation but rather integrate them into unified perceptual patterns.

In this study, Gestalt completeness is conceptualized as a moderating mechanism that influences how social marketing messages are perceived and internalized. Specifically, when brand communication exhibits a high degree of perceptual coherence and consistency, consumers are more likely to interpret social marketing messages as authentic and credible. This, in turn, amplifies the relational effects of such communication.

By introducing Gestalt completeness as a moderating variable, this study extends existing research by incorporating perceptual psychology into the analysis of relationship marketing. This approach highlights the importance of perceptual alignment in strengthening the effectiveness of value-oriented communication, thereby providing a novel theoretical contribution to the tourism and marketing literature.

While initially developed in the context of visual perception, Gestalt theory extends to cognitive processes such as learning, problem-solving, and insight formation. Köhler’s studies on insight learning demonstrated that individuals reorganize their understanding of a problem to achieve an integrated solution rather than relying on mechanical trial and error. In contemporary marketing and design research, Gestalt principles provide a valuable framework for understanding how consumers process and internalize brand-related stimuli. A brand’s Gestalt completeness—the degree to which its visual and conceptual cues form a consistent and unified whole—plays a pivotal role in shaping consumer perceptions. When logos, slogans, symbols, and packaging design convey harmony and coherence, consumers experience higher levels of brand recognition, emotional attachment, and cognitive fluency, all of which strengthen brand equity and relational bonds.

Relationship Between Gestalt Completeness, Relationship Quality, and Tourism Relationship Value

Within the tourism marketing context, Gestalt completeness offers a powerful lens for examining how consumers perceive and internalize brand meaning. A tourism enterprise’s visual and conceptual identity—expressed through its brand name, logo, slogan, mascot, or service design—functions as an integrated communication system that conveys symbolic meaning and emotional cues. The extent to which this system achieves Gestalt completeness determines how effectively the company’s intended message is perceived and interpreted by consumers. When brand elements form a coherent and unified image, consumers can more readily associate them with the firm’s core identity, leading to enhanced trust, satisfaction, and emotional connection—key indicators of relationship quality. Conversely, when a company’s communication is fragmented or inconsistent, consumers experience perceptual dissonance that undermines relational trust and weakens long-term attachment.

From a cognitive processing perspective, perceptual fluency enhances evaluative judgments by making information easier to understand and integrate. Accordingly, Gestalt completeness is expected to strengthen the relationship between relationship quality and relationship value by facilitating the processing of relational information.

The moderating role of Gestalt completeness is grounded in perceptual processing theory, which suggests that individuals respond more positively to stimuli that are cognitively coherent and easy to process. When communication is fragmented or inconsistent, consumers may experience cognitive dissonance or ambiguity, weakening relational outcomes.

Accordingly, when Gestalt completeness is high, the positive effect of relationship quality on tourism relationship value is expected to be strengthened. In contrast, when perceptual coherence is low, the translation of relational quality into value may be attenuated.

H3. 

Gestalt completeness moderates the relationship between relationship quality and tourism relationship value, such that higher Gestalt completeness strengthens the positive effect of relationship quality on tourism relationship value.

Despite extensive research on social marketing, relationship quality, and relationship value, prior studies have largely examined these constructs in isolation or within limited conceptual frameworks. In particular, the integration of public-issue-focused social marketing with differentiated relationship value structures and perceptual mechanisms remains underexplored.

This study addresses this gap by proposing a unified framework that integrates Public-Issue-Promoted Social Marketing, a two-dimensional structure of Tourism Relationship Value (core and extended), and the moderating role of Gestalt completeness. By linking value-oriented communication, relational processes, and perceptual coherence, the study offers a more comprehensive understanding of how tourism enterprises can foster meaningful consumer relationships and generate broader market impacts.

3. Research Methodology

3.1. Research Framework

This study adopts a quantitative research design using a survey-based approach. Data were collected through an online questionnaire administered to individuals with prior tourism experience in Taiwan. A convenience sampling strategy was employed to efficiently access respondents within relevant tourism consumption contexts. The use of online distribution channels reflects the contemporary communication environment in which tourism-related interactions commonly occur.

Based on the findings of the literature review, this study constructs a comprehensive theoretical framework to examine the interrelationships among four key constructs: Public-Issue-Promoted Social Marketing, Relationship Quality, Tourism Relationship Value, and Gestalt completeness as a moderating variable. The proposed model posits that public-issue-promoted social marketing exerts a positive influence on relationship quality, which subsequently enhances tourism relationship value. Furthermore, Gestalt completeness—particularly the degree of Gestalt completeness perceived by consumers—is hypothesized to moderate the relationship between relationship quality and relationship value. By integrating perspectives from marketing theory, relationship marketing, and psychology, this conceptual framework provides a holistic understanding of how social marketing strategies shape consumer perceptions and foster long-term relational outcomes in the tourism industry. Figure 1 has been redesigned to improve clarity and readability. The layout has been simplified to clearly present the conceptual framework, with enhanced spacing, alignment of constructs, and reduced visual clutter. The relationships among public-issue-promoted social marketing, relationship quality, tourism relationship value, and the moderating role of Gestalt completeness are now presented in a more structured and visually accessible format.

3.2. Operational Definitions of Variables

To ensure the empirical validity of this study, the key constructs were operationalized as follows. Public-Issue-Promoted Social Marketing in this study is defined as the extent to which tourism enterprises communicate messages related to public and social issues, such as environmental sustainability, cultural preservation, and community engagement.

It is important to note that the measurement of PIPSM does not include specific digital channel indicators (e.g., social media platforms, mobile applications, or online booking systems). Instead, the construct captures the perceived content and thematic emphasis of social marketing communication, regardless of the medium through which it is delivered. This distinction clarifies the conceptual boundary between communication content and technological channels.

This construct comprises two subdimensions: Corporate Issue Promotion (CIP), which involves self-initiated campaigns designed to promote social or environmental themes without the participation of non-profit organizations, and Joint Issue Promotion (JIP), which represents collaborative campaigns conducted in partnership with non-profit or community organizations.

Relationship Quality is defined as the overall degree of consumer satisfaction, trust, and relational strength toward a tourism enterprise. Consistent with prior studies [2,15], RQ encompasses four interrelated dimensions: satisfaction, dependence, trust, and commitment.

Tourism Relationship Value in this study is conceptualized as a multidimensional construct encompassing perceived benefits derived from the relationship between consumers and tourism service providers, including emotional value, functional value, and relational outcomes such as loyalty and word-of-mouth intentions.

Importantly, TRV is treated as a proximal indicator of sustainability-related engagement rather than a direct measure of environmental behavior. That is, consumers who perceive higher relationship value are more likely to support, revisit, and advocate for responsible tourism enterprises. These behavioral tendencies serve as meaningful proxies for sustainable engagement at the market level, even though they do not directly capture ecological actions such as resource conservation or environmentally friendly consumption.

Finally, Gestalt completeness is conceptualized as the extent to which consumers perceive a firm’s marketing and branding stimuli as complete, coherent, and unified. This variable includes both visual elements (e.g., logo, symbols, and packaging) and symbolic cues (e.g., slogans and mascots). A high level of Gestalt completeness indicates that consumers can readily recognize and integrate these brand components into a meaningful whole, thereby reinforcing the perceived consistency, harmony, and relational strength of the brand image. Gestalt completeness in this study is conceptualized as the degree to which consumers perceive brand communication as coherent, consistent, and meaningfully integrated. Although scenario-based stimuli were used to induce variation in perceptual responses, the construct itself is operationalized through respondents’ subjective evaluations rather than solely based on experimental assignment.

Specifically, Gestalt completeness was measured using multiple Likert-scale items capturing perceived visual coherence, message consistency, and overall integration of brand elements. This approach ensures that the construct reflects a psychological perception and can be modeled as a latent continuous variable in subsequent analyses.

The operationalization of all constructs at the item level is provided in Appendix A, which presents the full set of measurement items and their corresponding dimensions to enhance construct transparency.

Operational Definitions of Questionnaire Constructs

To ensure conceptual clarity, each construct included in the questionnaire was operationalized as follows (see

Table 1. Measurement Dimensions of Variables.

Variable	Dimension	Main Reference Sources
Public-Issue-Promoted Social Marketing (PIPSM)	Corporate Issue Promotion (CIP)	Chang, Chen, & Tseng [9]; Kotler, Roberto, & Lee [16]
	Joint Issue Promotion (JIP)
Relationship Quality (RQ)	Satisfaction	Crosby, Evans, & Cowles [15]; Morgan & Hunt [17]; Garbarino & Johnson [13]; Wong & Sohal [2]
	Dependence
	Trust
	Commitment
Tourism Relationship Value (TRV)	Core Relationship	Liljander & Strandvik [18]; McDonald [19]
	Extended Relationship
Gestalt completeness (GC)	Brand Name	Keller [20]
	Logo & Symbol
	Slogan
	Character
	Packaging

).

Public-Issue-Promoted Social Marketing refers to the extent to which consumers perceive that a tourism enterprise actively promotes socially beneficial issues, such as environmental sustainability, cultural preservation, and community welfare, through its marketing communication.

Relationship Quality refers to the overall strength of the consumer’s relationship with the tourism enterprise, reflected in four dimensions: satisfaction, dependence, trust, and commitment.

Tourism Relationship Value refers to the long-term relational value consumers perceive from maintaining a relationship with a tourism enterprise. This study includes both core relationship value and extended relationship value.

Gestalt Completeness refers to the extent to which consumers perceive the enterprise’s brand communication as coherent, consistent, and meaningfully integrated across visual and symbolic elements (

Table 2. Gestalt completeness (Measurement Context).

Variable	Dimension	Scenario	Reference
Gestalt completeness	High Gestalt Completeness	The hotel plans to change its brand name to “Virtue Hotel”, and the logo will be redesigned as shown on the right. The new brand slogan will be “Integrity, Compassion, and Kindness.” The campaign will feature a celebrity spokesperson and include accessible facilities and special services for the elderly and people with disabilities.	Keller, [20]
	Low Gestalt Completeness	The hotel plans to change its brand name to “Serene Hotel.” The logo will be redesigned as shown on the right, and the new slogan will be “Enjoy a Peaceful Vacation.” The campaign will feature a new spokesperson and include events such as fitness programs and beauty contests.

Source: Compiled by the researcher.

).

3.3. Measurement Design

All constructs in this study were measured using multi-item scales adapted from the established literature and refined through a pilot test to ensure clarity and contextual relevance. A five-point Likert scale was employed for all items, ranging from 1 (strongly disagree) to 5 (strongly agree).

For transparency and replicability, the full list of measurement items, including their construct dimensions and sources, is presented in Appendix A.

In addition, the measurement of Gestalt completeness was implemented using a scenario-based design. Respondents were first exposed to brand communication scenarios with varying levels of perceptual coherence (e.g., consistency of visual elements, message alignment, and overall brand integration). After reviewing the scenario, respondents evaluated a series of items reflecting their perceived level of coherence and completeness. This approach allows for capturing the perceptual and holistic nature of Gestalt processing in a tourism communication context.

Specifically, items for Public-Issue-Promoted Social Marketing were adapted from Chang, Chen, and Tseng [9]; those for Relationship Quality were derived from Wong and Sohal [2]; and those measuring Tourism Relationship Value were based on Hogan [21]. The measurement of Gestalt completeness—specifically Gestalt completeness—was developed from Keller’s [20] conceptualization of brand knowledge and subsequently refined through contemporary applications of Gestalt perceptual organization principles in marketing and design research. To examine the role of perceptual coherence, this study employed a between-subject experimental design. Respondents were randomly assigned to one of two scenario conditions: a high Gestalt completeness condition, in which brand elements (e.g., logo, slogan, and communication theme) were designed to be consistent and value-aligned, and a low Gestalt completeness condition, in which these elements were less coherent and less integrated. Each participant was exposed to only one scenario to avoid carryover effects and perceptual contamination. Following exposure to the assigned scenario, respondents evaluated the perceived level of Gestalt completeness using a series of Likert-scale items. This design allows the manipulation to serve as a stimulus while capturing individual differences in perception through measured responses. In the analytical stage, Gestalt completeness was treated as a latent continuous construct in the Structural Equation Modeling (SEM) analysis, measured by multiple observed indicators. This approach is consistent with the conceptualization of Gestalt completeness as a perceptual and psychological variable rather than a simple categorical condition.

Gestalt completeness was originally measured as a continuous construct using multiple Likert-scale items reflecting perceived coherence and integration of brand elements. Although respondents were later categorized into high and low groups based on their perceived scores, this grouping procedure was employed solely for supplementary comparative purposes.

The primary analytical framework treats Gestalt completeness as a continuous perceptual variable, ensuring that the underlying variance in respondents’ evaluations is preserved in the main statistical analyses.

Prior to the formal data collection, a pilot test was conducted to evaluate the clarity, reliability, and internal consistency of the questionnaire items. The pilot results confirmed that all measures demonstrated adequate psychometric properties and were suitable for large-scale administration.

To ensure the relevance and quality of the collected data, screening criteria were applied during the survey process. Specifically, respondents were required to confirm that they had prior experience with tourism-related services, such as hotels, travel agencies, or online tourism platforms.

In addition, data cleaning procedures were conducted to enhance the validity of the dataset. Responses that were incomplete or failed basic attention checks were excluded from the analysis. After applying these criteria, all retained responses met the validity requirements, resulting in a final sample of 400 usable questionnaires.

3.4. Sampling and Data Collection

This study employed a non-probability convenience sampling approach, targeting consumers with prior tourism experience in Taiwan. Respondents were recruited through online distribution channels, including social media platforms and tourism-related communities.

Data collection was conducted over a period of approximately four weeks, during which participants voluntarily completed an online questionnaire. To ensure relevance, a screening question was included at the beginning of the survey, asking respondents to confirm whether they had prior experience with tourism-related services (e.g., hotels, travel platforms, or tour operators). Only respondents who met this criterion were allowed to proceed.

Prior to the main survey, a pilot study was conducted with 30 participants to assess item clarity and reliability. Based on pilot feedback, minor revisions were made to improve wording clarity and contextual relevance. The pilot results indicated acceptable reliability levels for all constructs, suggesting that the instrument was suitable for full-scale data collection.

A total of 432 questionnaires were initially collected. After data screening, 400 valid responses were retained for analysis. Responses were excluded if they were incomplete, exhibited response patterns indicating low engagement, or were completed in an unrealistically short time. Therefore, the final dataset consisted of 400 valid responses, rather than reflecting a literal 100% response rate.

Participation in this study was entirely voluntary, and informed consent was obtained from all respondents prior to participation. No personally identifiable information was collected, and all responses were analyzed and reported in aggregate form.

4. Research Results

4.1. Descriptive Statistics of Respondents

The data for this study were collected over a period of approximately one month. Participants were recruited through online channels, including social media platforms, tourism-related online communities, and personal networks. The survey was distributed via an online questionnaire link, and participation was voluntary.

A total of 400 valid responses were obtained after data screening, yielding a complete dataset for subsequent analysis. The use of online recruitment methods facilitated access to individuals with active tourism experience; however, it also reflects a non-probabilistic sampling approach.

The demographic characteristics of the respondents are summarized as follows. In terms of gender, there were 194 males (48.5%) and 206 females (51.5%). Regarding age distribution, the largest group was between 20 and 29 years old (33.8 percent), followed by 30–39 years (29.5%), 40–49 years (22.0%), and 50 years and above (14.7%). For education level, most participants held a university degree (61.3%), while 25.4% had attended graduate school and 13.3% had completed high school or below. In terms of occupation, respondents were primarily employed in the service industry (35.5%), with others working in education or the public sector (21.0%), manufacturing (18.5%), and other fields (25.0%). Regarding monthly income, 42.5% reported earning NT$30,000–49,999, 28.8% earned NT$50,000 or above, 18.7% earned NT$20,000–29,999, and 10.0% earned below NT$20,000.

Overall, these results indicate that the majority of respondents were young to middle-aged professionals with moderate to stable income levels, representing a demographic segment that is actively engaged in tourism-related consumption activities.

Because the data in this study were collected from a single source using a cross-sectional survey design, common method bias (CMB) may be a potential concern. To mitigate this issue, several procedural remedies were implemented, including ensuring respondent anonymity, using clear and neutral item wording, and separating the measurement of constructs conceptually within the questionnaire.

In addition, Harman’s single-factor test was conducted as a post hoc statistical assessment. The results indicate that the first factor accounts for less than 50% of the total variance, suggesting that common method bias is unlikely to pose a serious threat to the validity of the findings.

4.2. Descriptive Statistics and Correlation Analysis

To provide a clearer understanding of the distribution and interrelationships among the key constructs, this study reports the means, standard deviations, and Pearson correlation coefficients for Public-Issue-Promoted Social Marketing, Relationship Quality, Tourism Relationship Value, and Gestalt completeness.

As shown in

Table 3. Means, Standard Deviations, and Correlations.

Variable	Mean	SD	1	2	3	4
1. PIPSM	3.59	0.50	1.00
2. RQ	3.68	0.55	0.65 ***	1.00
3. TRV	3.73	0.48	0.62 ***	0.78 ***	1.00
4. GC	3.76	0.66	0.58 ***	0.71 ***	0.74 ***	1.00

Note: *** p < 0.001.

, all constructs exhibit moderate to relatively high mean values, indicating generally positive perceptions among respondents. The correlation results show that PIPSM is positively associated with both RQ and TRV, while RQ demonstrates a strong positive relationship with TRV. In addition, Gestalt completeness is positively correlated with all key constructs, suggesting its potential role in strengthening relational mechanisms.

Overall, the correlation patterns are consistent with the hypothesized relationships and provide preliminary support for the proposed structural model.

To enhance transparency and align with best practices in SEM-based research, a detailed summary of measurement properties is provided in

Table 4. Measurement Model Results: Reliability and Convergent Validity.

Variable	Dimension	Loading	Cronbach’s α	CR	AVE
Public-Issue-Promoted Social Marketing (PIPSM)	Joint Issue Promotion	0.890	0.792	0.911	0.836
	Corporate Issue Promotion	0.938	0.880
Relationship Quality (RQ)	Satisfaction	0.922	0.850	0.965	0.873
	Dependence	0.943	0.889
	Trust	0.940	0.884
	Commitment	0.932	0.869
Tourism Relationship Value (TRV)	Usage Frequency	0.909	0.826	0.936	0.785
	Loyal Customer Support	0.934	0.872
	Product Commercialization	0.829	0.687
	Word-of-Mouth Effect	0.868	0.753

. This table reports standardized factor loadings, Cronbach’s α, composite reliability (CR), and average variance extracted (AVE) for each construct. In addition, a correlation matrix with the square root of AVE presented on the diagonal is reported in

Table 5. Discriminant Validity (Fornell–Larcker Criterion).

Variable	1	2	3	4
1. PIPSM	0.91
2. RQ	0.65 ***	0.93
3. TRV	0.62 ***	0.78 ***	0.89
4. GC	0.58 ***	0.71 ***	0.74 ***	0.88

Note: Diagonal elements represent the square root of AVE. *** p < 0.001.

to assess discriminant validity using the Fornell–Larcker criterion.

As shown in Table 5, the square root of AVE for each construct exceeds the corresponding inter-construct correlations, providing strong evidence of discriminant validity. Furthermore, all factor loadings exceed the recommended threshold of 0.70, and the values of composite reliability (CR) and average variance extracted (AVE) meet established criteria, confirming satisfactory convergent validity.

4.3. Reliability and Validity Analysis

Reliability was assessed using Cronbach’s α coefficient to evaluate internal consistency among measurement items. α values exceeding 0.70 are considered satisfactory. All constructs exhibited Cronbach’s α coefficients greater than 0.70, indicating excellent internal reliability, except for the Product Commercialization construct, which showed a Cronbach’s α value of 0.687.

To evaluate construct validity, a Confirmatory Factor Analysis (CFA) was performed using IBM SPSS AMOS version 26.0 (IBM Corp., Armonk, NY, USA) to assess both convergent validity and discriminant validity. The results demonstrated that all standardized factor loadings were above 0.70, indicating that the observed variables strongly represented their respective latent constructs. The Composite Reliability (CR) values for all constructs exceeded 0.80, confirming high internal consistency. Additionally, the Average Variance Extracted (AVE) for each construct was greater than 0.50, providing evidence of convergent validity. Moreover, the square root of the AVE for each construct was higher than the corresponding inter-construct correlation coefficients, thereby confirming satisfactory discriminant validity across all constructs.

The correlation results further support the proposed relationships among constructs and are consistent with the structural model findings.

4.4. Model Fit Analysis

The overall model fit of the structural equation model was evaluated using the following indices [22]. All indices met the recommended thresholds, confirming that the research model exhibits excellent overall fit and is appropriate for hypothesis testing (

Table 6. Model Fit Index.

Fit-Index	Recommended Standard	Model Value	Evaluation
χ2/df	<3.00	1.887	Good
GFI	>0.90	0.912	Acceptable
AGFI	>0.80	0.887	Acceptable
CFI	>0.90	0.958	Excellent
TLI	>0.90	0.951	Excellent
RMSEA	<0.08	0.046	Good

).

In addition to overall model fit, the explanatory power of the structural model was assessed using the coefficient of determination (R²) for the endogenous constructs. The results indicate that Public-Issue-Promoted Social Marketing explains a substantial proportion of variance in Relationship Quality, with an R² value of 0.58. Furthermore, Relationship Quality, together with Gestalt completeness, explains a high proportion of variance in Tourism Relationship Value, with an R² value of 0.66. The R² value for Relationship Quality was 0.58, while the R² value for Tourism Relationship Value was 0.66, indicating moderate-to-high explanatory power.

4.5. Hypothesis Testing

The study empirically examined the three proposed hypotheses using Structural Equation Modeling (SEM). The first hypothesis (H1) tested the effect of Public-Issue-Promoted Social Marketing on Relationship Quality. The analysis produced a path coefficient of β = 0.76 (p < 0.001), indicating a strong and statistically significant positive relationship. This finding supports H1 and suggests that when tourism enterprises actively engage in social marketing initiatives—such as environmental protection campaigns, community education programs, or charitable collaborations—consumers perceive greater satisfaction, trust, and commitment in their relationships with the enterprise.

The second hypothesis (H2) examined the impact of Relationship Quality on Tourism Relationship Value. The path coefficient from relationship quality to tourism relationship value was β = 0.81 (p < 0.001), demonstrating a significant and positive effect. Thus, H2 is supported. This result indicates that higher levels of relationship quality enhance consumers’ perceived long-term value in maintaining relationships with tourism enterprises. Emotional trust and satisfaction, in particular, serve as key drivers that reinforce customer loyalty and stimulate positive word-of-mouth communication.

In terms of practical significance, the effect sizes observed in this study can be considered moderate to substantial. According to commonly used benchmarks in SEM research (e.g., R² values of 0.25, 0.50, and 0.75 representing weak, moderate, and substantial explanatory power, respectively), the R² values obtained for RQ and TRV fall within the moderate-to-high range. Moreover, the standardized path coefficients for H1 (β = 0.76) and H2 (β = 0.81) indicate strong effects, suggesting that social marketing communication and relationship quality play a critical role in driving tourism relationship value. The moderating effect of Gestalt completeness further strengthens this relationship, highlighting the practical importance of perceptual coherence in enhancing relational outcomes. These findings are consistent with prior relationship marketing research, in which relational constructs typically demonstrate medium to large effect sizes and play a central role in shaping customer value and loyalty.

In the SEM analysis, Gestalt completeness was incorporated as a latent construct measured by multiple indicators reflecting perceived coherence and integration. The results confirm that the construct demonstrates satisfactory reliability and validity, supporting its use in structural modeling.

To further examine the moderating effect (H3), a complementary multi-group analysis was conducted. Respondents were divided into high and low Gestalt completeness groups based on a median split of their perceived Gestalt scores. This approach enables a more intuitive comparison of structural relationships across different levels of perceptual coherence and complements the continuous modeling approach. The results revealed a significant difference between the two groups: β = 0.88 (p < 0.001) for the high Gestalt completeness group and β = 0.63 (p < 0.01) for the low completeness group. The difference in path coefficients was statistically significant (Δχ² = 11.47, p < 0.01), thereby confirming H3. This finding indicates that when consumers perceive a tourism enterprise’s brand elements—such as its logo, slogan, and symbolic imagery—as visually and conceptually coherent (i.e., high Gestalt completeness), the positive effect of relationship quality on relationship value is significantly amplified.

To examine the moderating effect of Gestalt completeness (H3), a multi-group Structural Equation Modeling (SEM) analysis was conducted by dividing respondents into high and low Gestalt completeness groups based on a median split of their perceived scores. This approach was adopted to provide an intuitively interpretable comparison of how the relationship between relationship quality and tourism relationship value varies under relatively stronger versus weaker perceptual coherence conditions.

However, it is important to note that median split procedures have recognized methodological limitations, including potential loss of information, reduced statistical power, and the risk of obscuring continuous relationships. Accordingly, the results of the multi-group analysis should be interpreted as supplementary and illustrative rather than as the primary basis for inference.

To test the moderating effect of Gestalt completeness, a hierarchical regression analysis was conducted. Prior to creating the interaction term, the predictor variables—Relationship Quality and Gestalt completeness—were mean-centered to reduce potential multicollinearity and enhance the interpretability of the interaction effect. The interaction term (RQ × GC) was then computed using the centered variables.

The regression results are presented in

Table 7. Verification of Hypothesis H3.

Model	Unstandardized Coefficients	Standardized Coefficients
	B	Std. Error	Beta	t	p-Value
(Constant)	0.704	0.148		4.756	0.000
Relationship Quality	0.322	0.112	0.372 ***	2.875	0.005
Gestalt completeness	0.165	0.078	0.249 **	2.114	0.011
Relationship Quality × Gestalt completeness	0.196	0.074	0.329 ***	2.642	0.008

Note: Significance levels are denoted as ** p < 0.05, and *** p < 0.01.

. Relationship Quality and Gestalt completeness both exhibit significant positive effects on Tourism Relationship Value. More importantly, the interaction term (RQ × GC) is positive and statistically significant (β = 0.329, p < 0.01), indicating that Gestalt completeness strengthens the relationship between RQ and TRV. These findings provide additional support for the moderating effect hypothesized in H3.

In addition to SEM, a regression-based moderation analysis was conducted to test the interaction effect between relationship quality and Gestalt completeness. Specifically, an interaction term (RQ × Gestalt completeness) was constructed using mean-centered variables to reduce multicollinearity. Prior to creating the interaction term, Relationship Quality and Gestalt completeness were mean-centered to reduce potential multicollinearity.

The results indicate that the interaction effect is statistically significant, suggesting that the strength of the relationship between relationship quality and tourism relationship value varies depending on the level of perceived Gestalt completeness. This finding provides further support for the moderating role of perceptual coherence in the proposed model.

The interaction term, Relationship Quality × Gestalt completeness, yielded a standardized coefficient of β = 0.329, with t = 2.642 and p = 0.009 (<0.05), surpassing the critical significance threshold of 1.96. The interaction term (RQ × GC) was then computed using the centered variables. These results reinforce the conclusion that Gestalt completeness exerts a positive moderating influence on the relationship between relationship quality and tourism relationship value, thereby offering robust empirical support for Hypothesis H3.

It should also be noted that the multi-group analysis was conducted as an exploratory supplementary procedure, and a full sequence of measurement invariance testing (e.g., configural, metric, and scalar invariance) was not comprehensively implemented. As such, the group-based comparisons should be interpreted with caution.

Overall, all three hypotheses were supported, indicating strong consistency between the empirical findings and the theoretical framework proposed in this study (

Table 8. Summary of Hypothesis Testing Results.

Hypothesis	Path Relationship	Result
H1	Public-Issue-Promoted Social Marketing → Relationship Quality	Supported
H2	Relationship Quality → Tourism Relationship Value	Supported
H3	Gestalt completeness moderates Relationship Quality → Relationship Value	Supported

). The results collectively demonstrate that social marketing initiatives enhance relationship quality, which in turn increases relationship value, and that the coherence of brand perception, as explained by Gestalt completeness, significantly strengthens these relational effects. These findings suggest that the proposed model demonstrates substantial practical significance in explaining relational outcomes within tourism contexts.

Figure 2 has been reformatted to enhance visual clarity and ensure compliance with journal layout requirements. Path coefficients are presented in a simplified structure, with reduced overlap and improved labeling. To improve readability, unnecessary details and redundant indicators have been removed, allowing the structural relationships among latent constructs to be more clearly illustrated.

4.6. Discussion of Findings

The results of this study provide several important insights when interpreted in relation to the existing literature.

First, the finding that public-issue-promoted social marketing positively influences relationship quality is consistent with prior research suggesting that socially responsible marketing initiatives enhance consumer trust, satisfaction, and emotional attachment [8,9]. This alignment indicates that when tourism enterprises engage in socially meaningful activities—such as environmental protection or community support—consumers are more likely to perceive the firm as trustworthy and responsible, thereby strengthening relational bonds. In the context of sustainable tourism, this finding reinforces the role of social marketing as a relational signaling mechanism that fosters long-term customer relationships.

Second, the strong positive effect of relationship quality on tourism relationship value is also consistent with the established relationship marketing literature [2,3]. High levels of satisfaction, trust, and commitment contribute to both functional and emotional value, leading to increased loyalty and advocacy. However, the magnitude of the effect observed in this study appears relatively strong compared to some prior findings. One possible explanation is the integration of socially oriented marketing elements, which may enhance the emotional and symbolic dimensions of the relationship. This enhanced relational meaning can intensify consumers’ value perceptions, thereby amplifying the impact of relationship quality on relationship value.

Third, the moderating effect of Gestalt completeness extends prior research by introducing a perceptual perspective into relationship marketing. While previous studies have primarily focused on the content of marketing communication, the present findings suggest that how messages are structured and perceived—particularly in terms of coherence and consistency—plays a critical role in shaping relational outcomes. This finding is consistent with research on cognitive fluency, which suggests that information processed more easily is more likely to be evaluated positively [20]. When brand communication exhibits higher perceptual coherence, consumers are able to process information more efficiently, leading to stronger emotional resonance and more favorable relational evaluations. This mechanism helps explain why the relationship between RQ and TRV is stronger under conditions of high Gestalt completeness.

In addition, the distinction between core and extended dimensions of tourism relationship value provides a more nuanced understanding of value formation. While prior studies often conceptualize relationship value as a unidimensional construct, the present findings suggest that relational benefits are expressed both internally (e.g., perceived usefulness and relational satisfaction) and externally (e.g., word-of-mouth and continued support). This multidimensional perspective may help explain inconsistencies in prior empirical findings and highlights the importance of distinguishing between different forms of value expression in tourism contexts.

Overall, the findings are broadly consistent with prior research, while also offering new insights by integrating perceptual mechanisms and refining the conceptualization of relationship value. Differences in effect strength may be attributed to the study’s focus on socially oriented marketing and the inclusion of perceptual coherence as a moderating factor, both of which enhance the cognitive and emotional processing of marketing communication. These results provide a more comprehensive understanding of how relational and perceptual mechanisms jointly contribute to value formation in tourism settings.

5. Conclusions

5.1. Discussion

The findings of this study provide evidence of the relational pathways through which social marketing initiatives contribute to sustainable tourism development. Specifically, PIPSM enhances relationship quality, which subsequently increases tourism relationship value, suggesting that sustainability-oriented outcomes are achieved through the strengthening of consumer–firm relationships rather than through direct behavioral intervention.

The findings suggest that social marketing may support sustainable tourism development indirectly through relational and perceptual mechanisms, rather than directly producing technological or policy outcomes.

However, it is important to emphasize that the present study does not measure sustainability outcomes in terms of direct environmental behaviors. Instead, the results demonstrate how relational and perceptual mechanisms support the formation of sustainability-oriented behavioral tendencies. This distinction ensures conceptual clarity and avoids overstating the causal implications of the findings.

The findings highlight the importance of communication and relational mechanisms in shaping consumer responses to social marketing initiatives in tourism contexts. Specifically, the results demonstrate that value-oriented communication enhances relationship quality and tourism relationship value through perceptual and relational pathways.

While the study is situated within a contemporary, platform-mediated communication environment, it does not provide direct evidence regarding the role of specific digital technologies. Therefore, the conclusions should be interpreted as reflecting the effects of communication content and relational processes rather than technology-enabled mechanisms per se.

First, public-issue-promoted social marketing was found to significantly enhance relationship quality. When service organizations integrate socially oriented initiatives—such as sustainability, digital inclusion, and community engagement—into their branding and service systems, they are perceived as more responsible and trustworthy. This, in turn, strengthens customer satisfaction, emotional attachment, and commitment, supporting the view that social marketing functions as a technology-enabled relational mechanism aligned with broader sustainability and policy objectives.

The findings suggest that social marketing may support sustainable tourism development indirectly through relational and perceptual mechanisms, rather than directly producing technological or policy outcomes. However, it is important to emphasize that the present study does not measure sustainability outcomes in terms of direct environmental behaviors. Instead, the results demonstrate how relational and perceptual mechanisms support the formation of sustainability-oriented behavioral tendencies.

Second, relationship quality emerged as a critical driver of relationship value. High-quality relationships, characterized by trust, satisfaction, and relational dependence, generate long-term benefits including loyalty, advocacy, and sustained engagement. These relational outcomes represent strategic intangible assets that contribute to competitive advantage and long-term value co-creation within service systems.

Rather than increasing the number of hypotheses, this study contributes by providing a mechanism-based integration of social marketing, perceptual psychology, and relationship marketing. It demonstrates that the effectiveness of social marketing communication depends not only on the content of the message but also on how that message is perceptually processed. Specifically, the study highlights the role of Gestalt completeness as a key boundary condition that shapes the translation of relationship quality into tourism relationship value. By introducing perceptual coherence as an explanatory mechanism, this research extends the existing literature and provides a more process-oriented understanding of relational value formation.

From a theoretical perspective, this study contributes to the service marketing literature by integrating relationship marketing, Gestalt completeness, and policy-oriented perspectives into a unified framework. It advances current understanding by demonstrating that value co-creation is not only driven by relational mechanisms but also shaped by perceptual coherence, thereby highlighting the interplay between cognitive, emotional, and relational processes in service experiences.

From a broader perspective, the findings of this study suggest that social marketing communication and perceptual coherence may serve as enabling mechanisms that support sustainable tourism development. Rather than directly demonstrating sustainability outcomes, the results highlight how relational and perceptual processes can foster consumer engagement, trust, and long-term relationship value, which are widely recognized as important antecedents of responsible and sustainability-oriented consumption behaviors.

The findings of this study are consistent with recent research suggesting that socially oriented marketing initiatives enhance consumer engagement and sustainable behavioral intentions [23]. In particular, prior studies have shown that emotional value and perceived authenticity play critical roles in strengthening customer relationships and loyalty.

However, compared with previous studies, the present research highlights the additional importance of perceptual coherence, as explained by Gestalt theory. This finding extends the existing literature by suggesting that not only the content of social marketing, but also the form and consistency of communication, influences relational outcomes. Such an interpretation is supported by cognitive processing theories, which emphasize the role of fluency and coherence in shaping consumer evaluations.

5.2. Managerial and Policy Implications

The findings provide important implications for managers and policymakers seeking to promote sustainable tourism practices. Specifically, social marketing initiatives that address public issues—such as environmental protection, cultural preservation, and social inclusion—may enhance consumer trust, satisfaction, and engagement, thereby creating conditions that are conducive to sustainable tourism development. While this study does not directly measure policy outcomes or SDG indicators, the findings suggest that socially oriented communication may indirectly support sustainability-related policy objectives. The implications discussed in this study should therefore be interpreted as enabling and relational rather than as empirically verified policy outcomes.

The results provide practical implications for tourism managers by suggesting how socially oriented communication strategies and coherent brand presentation may enhance customer relationships and long-term engagement.

First, service organizations should strategically integrate public-issue-promoted social marketing into their digital transformation and sustainability agendas. Initiatives addressing environmental sustainability, cultural preservation, and inclusive access not only enhance customer trust but also strengthen organizational legitimacy within broader service ecosystems. Such practices are consistent with emerging policy directions that emphasize responsible innovation and sustainable economic development across service sectors.

Second, relationship quality should be managed as a core strategic and technological asset. Managers are encouraged to leverage digital platforms, customer relationship management (CRM) systems, and advanced analytics to continuously monitor and enhance customer satisfaction, trust, and loyalty. By treating relational indicators as key performance metrics, service organizations can foster long-term engagement while generating predictive insights that support data-driven strategic decision-making.

Third, the role of perceptual coherence in service design and communication should not be overlooked. Enhancing Gestalt coherence across both digital and physical touchpoints—such as websites, mobile applications, social media interfaces, and service environments—can create perceptual clarity and emotional consistency. This integrated approach ensures that service interfaces effectively convey the organization’s ethical values and social commitments, thereby strengthening relational outcomes.

Finally, managers and policymakers should incorporate relationship value indicators into service evaluation and governance frameworks. Metrics such as customer retention, advocacy behaviors, and stakeholder engagement provide meaningful insights into the effectiveness of socially oriented strategies. The development of standardized measurement systems can further support evidence-based policymaking and continuous improvement in service governance.

Overall, by aligning social engagement initiatives with technological integration and perceptually coherent service design, organizations can enhance relational resilience and achieve both economic and societal objectives. Such an approach highlights the strategic importance of integrating social, technological, and relational dimensions in advancing sustainable value co-creation within contemporary service systems.

To further illustrate the practical application of the findings, tourism enterprises may design digitally mediated, socially oriented marketing campaigns that integrate public issues with a coherent brand identity. For example, a hotel chain may implement an environmental sustainability campaign consistently across its websites, mobile applications, and social media platforms. When consumers perceive that communication is both socially responsible and perceptually coherent, they are more likely to develop stronger trust, emotional connection, and long-term relationship value.

Specifically, the campaign could feature a unified visual identity—such as consistent color schemes, logos, slogans (e.g., “Stay Green, Stay Responsible”), and imagery related to environmental protection—across all digital interfaces. Interactive elements, such as real-time dashboards displaying reduced plastic usage, customer participation badges, or social media sharing features, may further enhance engagement and reinforce message consistency.

From a relational perspective, such a campaign is expected to strengthen relationship quality by enhancing perceived authenticity, trust, and emotional connection between consumers and the enterprise. When customers perceive that the firm’s communication is both socially responsible and perceptually coherent, they are more likely to develop stable and positive relational evaluations.

In this context, digital technologies—such as customer relationship management (CRM) systems, data analytics tools, and social media platforms—serve as enabling infrastructures that allow firms to monitor customer responses, personalize communication, and maintain consistency across multiple touchpoints. These capabilities support the continuous development of relationship quality and long-term relational value, thereby reinforcing the effectiveness of socially oriented marketing strategies.

5.3. Research Limitations and Future Directions

This study is subject to several limitations that provide directions for future research. First, while the research highlights the role of relational constructs in promoting sustainability-oriented tendencies, it does not include direct measures of sustainable behavior, such as eco-friendly consumption choices, carbon reduction practices, or preferences for environmentally certified tourism services.

Future studies are encouraged to incorporate such behavioral indicators to empirically validate the full causal chain from social marketing to actual sustainability outcomes. Additionally, longitudinal or experimental designs may further clarify how relational mechanisms translate into observable behavioral change over time. This study has several limitations that offer avenues for future research.

First, the empirical context of this study was limited to consumers within a specific service setting in Taiwan. While this context provides valuable insights, future research could extend the proposed framework across different service industries and geographic regions to enhance generalizability. Comparative studies across diverse service ecosystems—such as smart services, digital platforms, or culturally embedded service environments—would further deepen understanding of cross-contextual applicability.

Second, the use of a cross-sectional research design constrains the ability to draw causal inferences regarding the dynamic relationships among social marketing, relationship quality, and value creation. Future research could adopt longitudinal or experimental designs to capture the temporal evolution of relational processes, particularly in digitally mediated service environments where customer engagement and technological interactions continuously evolve.

This study has several limitations related to the moderation analysis. First, although a multi-group SEM approach based on a median split was employed to facilitate intuitive comparison, this procedure may reduce statistical power and obscure continuous variation in the data. While the results are supported by a continuous interaction analysis, future research is encouraged to rely more extensively on continuous modeling approaches. Second, the study did not implement advanced latent interaction techniques within the SEM framework, such as the product-indicator approach or latent moderated structural equations (LMS). These methods would allow for a more precise estimation of interaction effects at the latent level and represent an important direction for future research. Finally, the multi-group analysis did not include a full assessment of measurement invariance across groups. Future studies should incorporate formal invariance testing procedures to ensure the comparability of constructs across different levels of the moderating variable, thereby strengthening the robustness of group-based comparisons.

Finally, this study is subject to several methodological limitations. First, the sample was obtained through a convenience sampling approach and is therefore non-probabilistic in nature. While this method allows for efficient data collection from individuals with relevant tourism experience, it may limit the generalizability of the findings beyond the specific context of Taiwan. Second, the reliance on online recruitment channels may introduce self-selection bias, as respondents who are more active in digital environments or more engaged in tourism-related activities may be overrepresented in the sample. Accordingly, the results should be interpreted as context-specific, reflecting the characteristics of Taiwan’s tourism market, which is highly service-oriented and digitally mediated. Future research is encouraged to adopt probability-based sampling methods or conduct cross-national comparative studies to enhance external validity. Incorporating more diverse sampling strategies would allow for a more comprehensive assessment of the proposed model across different cultural and market contexts.

Building on these limitations, future research could further explore how emerging technologies—such as artificial intelligence (AI), augmented reality (AR), and immersive digital environments—reshape the interaction between social marketing and consumer perception within service systems. In addition, examining potential moderating variables, including digital literacy, cultural orientation, and sustainability awareness, would contribute to a more comprehensive understanding of how cognitive, technological, and relational factors jointly influence value co-creation. Finally, comparative policy-oriented research could investigate how government-led or institutionally supported social marketing initiatives shape relational trust and value creation across different service ecosystems.

Another limitation of this study relates to the use of a single-informant, self-reported survey design, which may introduce the possibility of common method variance (CMV). Although the constructs examined are perceptual in nature and are appropriately captured through self-reports, the use of a single data source may still inflate observed relationships.

To mitigate this concern, several procedural remedies were implemented. Specifically, respondent anonymity was ensured to reduce social desirability bias and evaluation apprehension. In addition, all measurement items were adapted from established and validated scales, and the questionnaire was carefully designed using clear and neutral wording to minimize ambiguity and response bias. Despite these efforts, CMV cannot be entirely ruled out. Future research is therefore encouraged to adopt multi-source data collection, temporal separation of measurements, or longitudinal designs to further reduce potential CMV concerns.

5.4. Concluding Remarks

This study demonstrates that public-issue-promoted social marketing extends beyond a tool for corporate image enhancement to function as a strategic mechanism for technology-enabled and socially responsible relationship management within service contexts. When implemented authentically and supported by Gestalt-coherent brand communication, such initiatives foster trust, strengthen emotional attachment, and enhance perceived relational value.

Conceptually, relationship quality serves as the foundational bridge linking socially oriented engagement to customer loyalty and sustained interaction, while Gestalt coherence operates as an amplifying mechanism that strengthens this relational process through perceptual integration. Together, these mechanisms position social marketing as a core component of sustainable service strategy, integrating ethical, technological, and relational dimensions.

Overall, the findings highlight that value co-creation in contemporary service systems is jointly shaped by social purpose and perceptual coherence. By aligning these elements, service organizations can enhance long-term competitiveness while contributing to broader societal well-being in increasingly complex and digitally mediated environments.