Environmental or Personal Benefit? The Role of Message Appeal and Information Type in Destination Social Media Advertisements
Arnold Japutra,
Ali Selcuk Can,
Cihan Alphun
Abstract:Destinations are increasingly focusing on sustainability awareness through tourism campaigns, but effective communication remains challenging. This research, rooted in consumption value theory, delves into the influence of message appeal (environmental vs. personal benefit) and information type (objective vs. subjective) on tourists’ behavioral intentions through two online experiments. Study 1 demonstrates the positive impact of environmental benefit message appeals on behavioral intentions toward destination… Show more
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