Do Emotional Appeals Work for Hotels? An Exploratory Study

Research output: Contribution to journalArticle

16 Scopus citations

Abstract

Despite huge expenditures spent in the advertising of hotels, the communication of service quality is a relatively unexplored research topic. The main goal of this study was to examine the relative effectiveness of emotional appeals in advertising hotels to potential new customers. Moreover, the author explores the effectiveness of the following cues in the message strategy: employees or customers portrayed in the ad, pricing information, and documentation strategy emphasizing service excellence. The results of this investigation suggest that appealing to a novice consumer's emotional responses may be highly desirable in terms of creating a favorable attitude toward a hotel brand.

Original languageEnglish (US)
Pages (from-to)31-45
Number of pages15
JournalJournal of Hospitality and Tourism Research
Volume25
Issue number1
DOIs
StatePublished - Jan 1 2001

All Science Journal Classification (ASJC) codes

  • Education
  • Tourism, Leisure and Hospitality Management

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