Effective advertising appeals for websites of small boutique hotels

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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...

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Bibliographic Details
Main Authors:	Lwin, Michael, Phau, Ian
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2013
Subjects:	Boutique hotel Rational appeal Advertising appeals Emotional appeal Website promotion
Online Access:	http://hdl.handle.net/20.500.11937/42386

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