Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels
This article 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 appe...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Sage Publications Ltd.
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/9320 |
| _version_ | 1848745915245920256 |
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| author | Lwin, Michael Phau, Ian Huang, Y. Lim, Aaron |
| author_facet | Lwin, Michael Phau, Ian Huang, Y. Lim, Aaron |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This article 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, and as such can be highly beneficial for small boutique hotels. This article provides several marketing and business policy implications to aid practitioners and strategists in making better decisions. |
| first_indexed | 2025-11-14T06:24:56Z |
| format | Journal Article |
| id | curtin-20.500.11937-9320 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:24:56Z |
| publishDate | 2014 |
| publisher | Sage Publications Ltd. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-93202025-04-28T03:24:28Z Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels Lwin, Michael Phau, Ian Huang, Y. Lim, Aaron boutique hotels service advertisements website promotion Advertising appeals emotional appeal rational appeal This article 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, and as such can be highly beneficial for small boutique hotels. This article provides several marketing and business policy implications to aid practitioners and strategists in making better decisions. 2014 Journal Article http://hdl.handle.net/20.500.11937/9320 10.1177/1356766713502485 Sage Publications Ltd. fulltext |
| spellingShingle | boutique hotels service advertisements website promotion Advertising appeals emotional appeal rational appeal Lwin, Michael Phau, Ian Huang, Y. Lim, Aaron Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels |
| title | Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels |
| title_full | Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels |
| title_fullStr | Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels |
| title_full_unstemmed | Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels |
| title_short | Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels |
| title_sort | examining the moderating role of rational-versus emotional-focused websites: the case of boutique hotels |
| topic | boutique hotels service advertisements website promotion Advertising appeals emotional appeal rational appeal |
| url | http://hdl.handle.net/20.500.11937/9320 |