Examining the moderating role of rational-versus emotional-focused websites

Michael Lwin, Ian Phau, Yu-An Huang, Aaron Lim
2014 Journal of Vacation Marketing  
This paper examines whether emotional or rational advertising appeals are more effective for website hospitality services. Specifically, it considers how attitudes towards websites, service expectations and attitudes towards boutique hotels may influence the two different types of advertising appeals and purchase intention. Results show that websites using emotional appeals tend to show a positive relationship between attitude towards hotels and attitude towards websites and purchase intention.
more » ... It also indicates that emotional advertisements are better at gaining and retaining interest and attention, as such, can be highly beneficial for small boutique hotels. This paper provides several marketing and business policy implications to aid practitioners and strategists in making better decisions.
doi:10.1177/1356766713502485 fatcat:bnkttuousnedzazxnyxlvq22tq