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

Abstract

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. 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.

Diversity in Unity: Perspectives from Psychology and Behavioral Sciences

“…Rational appeal failure in influencing memory and attitude proves that emotional content, especially on video-based e-commerce advertising, is more effective. This result is in line with the findings of other studies that compare effectiveness of these both advertisement appeals (Heath & Nairn, 2005;Park, 2012;Lwin et al, 2014). This shows that consumers tend to use emotion in deciding whether to buy a product or use a service.…”

Heritage hotels and historic lodging: perspectives on experiential marketing and sustainable culture

“…Previous research on "boutique accommodations" revealed its potential to increase the experiential nature of heritage since it can capitalize on the unique and original character of the property, augment the homely feel and pattern its catering services after the nature and heritage cuisines of its physical location (Chang & Teo, 2008;McIntosh & Siggs, 2005;Rogerson, 2010;Yuan, 2009). Similarly, research on boutique hotels has suggested that the design aspects of converted heritage hotels, such as gardens, great halls, iconic architecture, personalized decoration and sense of localism, could inspire the customers' distinctive experience, and further positively affect their attitude toward the destination (Aggett, 2007;Freund de Klumbis & Munsters, 2005;Kleinrichert, Ergul, Johnson, & Uydaci, 2012;Lwin, Phau, Huang, & Lim, 2014;McIntosh & Siggs, 2005;Sklair, 2010). Furthermore, luxurious heritage hotels, especially those converted from old palaces, may retain some superior material objects such as custom-made chandeliers, rare antique furniture, grand marble staircases, priceless statues, stained-glass windows and objects d'art, which have potential to amplify the tourist experience (Mendiratta, 2013).…”

Sustainability Communication and its Effect in Consumer Intention to Visit a Tourist Destination

“…His study also demonstrates that positive emotions influence environment attitudes more significantly. Lwin et al (2014) verified which type of appeal (rational or emotional) is more effective when inserted in publicity of hospitality services on websites. Results indicated that the websites with emotional appeal create a more positive relation with the consumer's attitude and intention of purchase.…”