Effective advertising appeals for websites of small boutique hotels
Purpose: The purpose of this paper is to investigate whether rational and emotional appeals are more effective for small boutique hotel websites in Australia. Specifically, it assesses how attitudes towards websites, service expectations and attitudes towards boutique hotels will influence purchase...
| Main Authors: | , |
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/42386 |
| _version_ | 1848756405567225856 |
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| author | Lwin, Michael Phau, Ian |
| author_facet | Lwin, Michael Phau, Ian |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose: The purpose of this paper is to investigate whether rational and emotional appeals are more effective for small boutique hotel websites in Australia. Specifically, it assesses how attitudes towards websites, service expectations and attitudes towards boutique hotels will influence purchase intention under the two different types of appeals. Design/methodology/approach: Using a systematic intercept approach, a total of 249 useable data was collected in a large suburb of Western Australia. Results were analysed using t-test and a series of multiple regressions. Findings: The results show boutique hotel websites that used emotional appeals performed differently to those that used rational appeals. Further analysis shows that emotional appeals evoked more favourable attitudes towards the website and attitudes towards the boutique hotel. In addition, websites that utilised emotional appeals were a stronger predictor of purchase intention. Research limitations/implication: The research focuses only on homepages of the boutique hotels. Further, the study was limited to two rational (price and service accolades) and two emotional appeals (warmth and serenity). Originality/value: The study is the first to provide empirical evidence on the effectiveness of website appeals. It broadens the scope of the service communication literature by exploring rational and emotional appeals in an interactive medium. |
| first_indexed | 2025-11-14T09:11:41Z |
| format | Journal Article |
| id | curtin-20.500.11937-42386 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:11:41Z |
| publishDate | 2013 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-423862017-09-13T14:26:48Z Effective advertising appeals for websites of small boutique hotels Lwin, Michael Phau, Ian Boutique hotel Rational appeal Advertising appeals Emotional appeal Website promotion Purpose: The purpose of this paper is to investigate whether rational and emotional appeals are more effective for small boutique hotel websites in Australia. Specifically, it assesses how attitudes towards websites, service expectations and attitudes towards boutique hotels will influence purchase intention under the two different types of appeals. Design/methodology/approach: Using a systematic intercept approach, a total of 249 useable data was collected in a large suburb of Western Australia. Results were analysed using t-test and a series of multiple regressions. Findings: The results show boutique hotel websites that used emotional appeals performed differently to those that used rational appeals. Further analysis shows that emotional appeals evoked more favourable attitudes towards the website and attitudes towards the boutique hotel. In addition, websites that utilised emotional appeals were a stronger predictor of purchase intention. Research limitations/implication: The research focuses only on homepages of the boutique hotels. Further, the study was limited to two rational (price and service accolades) and two emotional appeals (warmth and serenity). Originality/value: The study is the first to provide empirical evidence on the effectiveness of website appeals. It broadens the scope of the service communication literature by exploring rational and emotional appeals in an interactive medium. 2013 Journal Article http://hdl.handle.net/20.500.11937/42386 10.1108/17505931311316725 Emerald Group Publishing Limited restricted |
| spellingShingle | Boutique hotel Rational appeal Advertising appeals Emotional appeal Website promotion Lwin, Michael Phau, Ian Effective advertising appeals for websites of small boutique hotels |
| title | Effective advertising appeals for websites of small boutique hotels |
| title_full | Effective advertising appeals for websites of small boutique hotels |
| title_fullStr | Effective advertising appeals for websites of small boutique hotels |
| title_full_unstemmed | Effective advertising appeals for websites of small boutique hotels |
| title_short | Effective advertising appeals for websites of small boutique hotels |
| title_sort | effective advertising appeals for websites of small boutique hotels |
| topic | Boutique hotel Rational appeal Advertising appeals Emotional appeal Website promotion |
| url | http://hdl.handle.net/20.500.11937/42386 |