Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels

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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...

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Bibliographic Details
Main Authors:	Lwin, Michael, Phau, Ian, Huang, Y., Lim, Aaron
Format:	Journal Article
Published:	Sage Publications Ltd. 2014
Subjects:	boutique hotels service advertisements website promotion Advertising appeals emotional appeal rational appeal
Online Access:	http://hdl.handle.net/20.500.11937/9320

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