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http://dx.doi.org/10.20878/cshr.2017.23.6.011

Consumers' Ad Responses towards Marketing Motives and Ad Appeals in Hotels' Green Advertising  

Yoon, Donghwan (Dept. of Hotel and Tourism, University of Suwon)
Kim, Byeong-Yong (Dept. of Hotel and Tourism, University of Suwon)
Publication Information
Culinary science and hospitality research / v.23, no.6, 2017 , pp. 99-109 More about this Journal
Abstract
This study aims to investigate the impacts of marketing motive (public- vs. firm-interest) and ad appeal (soft- vs. hard-sell) types on consumers' ad attitudes and behavioral intention in hotels' green advertising. From 711 US respondents, a multivariate analysis of covariance (MANCOVA) was employed to test main effects of marketing motive and ad appeal types on ad recipients' affective and cognitive ad attitudes, while controlling their environmental consciousness. Further, the study conducted a multiple regressions analysis to examine the influence of ad attitudes on respondents' intention to visit the hotel. The study found that a public-serving claim can yield more positive affective ad attitude than a firm-interested claim, regardless of ad image type (soft- or hard-sell image). The result also revealed that a soft-sell ad image can elicit more positive affective ad attitude than a hard-sell one. On the other hand, the study showed that consumers' affective and cognitive ad attitudes are significant predictors of behavioral intention (i.e., visit intention). The study provided theoretical and managerial implications for hospitality researchers and hotel marketers to effectively design hotels' green advertising to ultimately increase consumers' visit intention.
Keywords
Ad appeal; Ad attitude; Green advertising; Hotel marketing; Marketing motive;
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Times Cited By KSCI : 3  (Citation Analysis)
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