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Effective advertising appeals for websites of small boutique hotels

Michael Lwin (School of Marketing, Curtin University, Perth, Australia)
Ian Phau (School of Marketing, Curtin University, Perth, Australia)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 22 March 2013

Abstract

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/implications

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.

Keywords

Citation

Lwin, M. and Phau, I. (2013), "Effective advertising appeals for websites of small boutique hotels", Journal of Research in Interactive Marketing, Vol. 7 No. 1, pp. 18-32. https://doi.org/10.1108/17505931311316725

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited