Effective advertising appeals for websites of small boutique hotels

Journal of Research in Interactive Marketing

Volumn 7, Issue 1, 2013, Pages 18-32

  Lwin, Michael ^a   Phau, Ian ^a  

^a CURTIN UNIVERSITY   (Australia)

Author keywords

Advertising; Advertising appeals; Australia; Boutique hotel; Consumer behaviour; Emotional appeal; Hotels; Rational appeal; Web sites; Website promotion

Indexed keywords

EID: 84875632509     PISSN: 20407122     EISSN: None     Source Type: Journal    
DOI: 10.1108/17505931311316725     Document Type: Article

References (78)

1. Aaker, D.A., Stayman, D.M. (1992), "Implementing the concept of transformational advertising" in Psychology & Marketing, Vol. 9, No. 3, pp. 237-53.
2. Aaker, D.A., Stayman, D.M, Hagerty, M.R. (1986), "Warmth in advertising: measurement, impact and sequence effects" in Journal of Consumer Research, Vol. 12, No. 4, pp. 364-81.
3. ABS (2006), Accommodation Services 2003-2004, Australian Bureau of Statistics, available at: www.abs.gov.au/Ausstats/abs@.nsf/e8ae5488b598839cca25682000131612/b7c37dfebe9575f9ca2568a900139400!OpenDocument (accessed November 12, 2006).
4. Allen, C., Machleit, K.A., Kleine, S.S. (1992), "A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience" in Journal of Consumer Research, Vol. 18, No. 4, pp. 493-504.
5. Andreu, L., Mattil, A., Aldas, J. (2011), "Effects of message appeal when communicating CSR initiatives" in Advances of Advertising Research, Vol. 2, pp. 261-73.
6. Bang, H., Raymond, M.A., Taylor, C.R., Moon, Y.S. (2005), "A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea: a content analysis" in International Marketing Review, Vol. 22, No. 3, pp. 309-26.
7. Batra, R., Ray, M.L. (1986), "Affective responses mediating acceptance of advertising" in Journal of Consumer Research, Vol. 13, No. 2, pp. 234-49.
8. Berry, L.L., Clark, T. (1986), "Four ways to make services more tangible" in Business, Vol. 36, No. 4, pp. 53-4.
9. Berthon, P., Pitt, L.F., Watson, R.T. (1996), "The world wide web as an advertising medium: towards an understanding of conversion efficiency" in Journal of Advertising Research, Vol. 36, No. 1, pp. 43-53.
10. Bulmer, S., Buchanan-Oliver, M. (2006), "Advertising across cultures: interpretations of visually complex advertising" in Journal of Current Issues & Research in Advertising, Vol. 28, No. 1, pp. 57-71.
11. Burke, M., Edell, J. (1989), "The impact of feelings on ad-based affect and cognition" in Journal of Marketing Research, Vol. 26, No. 1, pp. 69-83.
12. Chen, C.C., Schwartz, Z. (2008), "Room rate patterns and customers' propensity to book a hotel room" in Journal of Hospitality & Tourism Research, Vol. 32, No. 3, pp. 287-306.
13. Chen, Q.M., Wells, W.D. (1999), "Attitude toward the site" in Journal of Advertising Research, Vol. 39, No. 5, pp. 27-37.
14. Cheng, S.-C., Kao, Y.-H. (2011), "Which colour is better? The influence of web site photo colour on consumer: the incongruity viewpoint" in The Business Review, Vol. 17, No. 2, pp. 117-23.
15. Choi, S., Kimes, S.E. (2002), "Electronic distribution channels' effect on hotel revenue management" in Cornell Hotel & Restaurant Administration Quarterly, June, pp. 23-31.
16. Cox, C., Burgess, S., Sellitto, C., Buultjens, J. (2007), Consumer-Generated Web-Based Tourism Marketing, CRC for Sustainable Tourism, Gold Coast.
17. Coyle, J.R., Thorson, E. (2001), "The effects of progressive levels of interactivity and vividness in web marketing sites" in Journal of Advertising, Vol. 30, No. 3, pp. 65-77.
18. Dahlén, M. (2001), "Banner ads through a new lens" in Journal of Advertising Research, Vol. 41, No. 4, pp. 23-30.
19. Dahlén, M., Bergendahl, J. (2001), "Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products" in International Journal of Advertising, Vol. 20, pp. 189-205.
20. Dahlén, M., Murray, M., Nordenstam, S. (2004), "An empirical study of perceptions of implicit meanings in world wide web advertisements versus print advertisements" in Journal of Marketing Communications, Vol. 10, No. 1, pp. 35-47.
21. Edell, J.A., Burke, M.C. (1987), "The power of feelings in understanding advertising effects" in Journal of Consumer Research, Vol. 14, No. 3, pp. 421-33.
22. Fishbein, M., Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.
23. Fu, C., Wu, W. (2010), "The means-end cognitions of web advertising: a cross-cultural comparison" in Online Information Review, Vol. 34, No. 5, pp. 686-703.
24. Geissler, G.L., Zinkhan, G.M., Watson, R.T. (2001), "Web home page complexity and communication effectiveness" in Journal of the Association for Information Systems, Vol. 2, No. 2, pp. 1-46.
25. Geissler, G.L., Zinkhan, G.M., Watson, R.T. (2006), "The influence of homepage complexity on consumer attention, attitudes and purchase intent" in Journal of Advertising, Vol. 35, No. 2, pp. 69-80.
26. Ghose, A., Ipeirotis, P.G., Li, B. (2011), "Designing ranking systems for hotels on travel search engines by mining user-generated and crowd-sourced content", Social Science Research Network working paper Series.
27. Greenspan, R. (2003), "Hotel industry makes room for online bookings", ClickZ Stats, January 9, available at: www.clickz.com/stats/markets/travel/article.php/1567141 (accessed May 6, 2009).
28. Grove, S., Pickett, G., LaBand, D. (1995), "An empirical examination of factual information content among service advertising" in Service Industries Journal, Vol. 15, No. 2, pp. 216-33.
29. Ha, Y., Lennon, S. (2010), "Effects of site design on consumer emotions: role of product involvement" in Journal of Research in Interactive Marketing, Vol. 4, No. 2, pp. 80-96.
30. Hairong, L., Daugherty, T., Biocca, F. (2002), "Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence" in Journal of Advertising, Vol. 31, No. 3, pp. 43-58.
31. Hirschman, E.C., Holbrook, M.B. (1982), "Hedonic consumption: emerging concepts, methods and propositions" in Journal of Marketing, Vol. 46, No. 3, pp. 92-101.
32. Holbrook, M.B., Batra, R. (1987), "Assessing the role of emotions as mediators of consumer responses to advertising" in Journal of Consumer Research, Vol. 14, No. 3, pp. 404-20.
33. Hollis, N. (2005), "Ten years of learning on how online advertising builds brands" in Journal of Advertising Research, Vol. 45, No. 2, pp. 255-68.
34. Ip, C., Law, R. (2011), "Advances in culture, tourism and hospitality research, volume 4: tourism-marketing performance metrics and usefulness auditing of destination websites" in International Journal of Contemporary Hospitality Management, Vol. 23, No. 3, pp. 410-12.
35. Johar, J.S., Sirgy, M.J. (1991), "Value-expressive versus utilitarian advertising appeals: when and why to use which appeal" in Journal of Advertising, Vol. XX, No. 3, pp. 23-33.
36. Kopalle, P.K., Lehman, D.R. (1995), "The effects of advertised and observed quality on expectations about new product quality" in Journal of Marketing Research, Vol. 32, No. 3, pp. 280-91.
37. Kotler, P., Keller, K.L. (2008), Marketing Management, 13th ed., Prentice-Hall, Upper Saddle River, NJ.
38. Küster, I., Vila, N. (2011), "Successful SME web design through consumer focus groups" in International Journal of Quality & Reliability Management, Vol. 28, No. 2, pp. 132-54.
39. Laskey, H., Seaton, B., Nicholls, J. (1994), "Effects of strategy and pictures in travel agency advertising" in Journal of Travel Research, Vol. 32, No. 4, pp. 13-19.
40. Law, R., Hsu, C. (2006), "Importance of hotel website dimensions and attributes: perceptions of online browsers and online purchasers" in Journal of Hospitality & Tourism Research, Vol. 30, No. 3, pp. 295-312.
41. Lim, W.M., Hall, M.J. (2008), "Pricing consistency across direct and indirect distribution channels in South West UK hotels" in Journal of Vacation Marketing, Vol. 14, No. 4, pp. 331-44.
42. Litvin, S.W., Goldsmith, R.E., Bing, P. (2008), "Electronic word-of-mouth in hospitality and tourism management" in Tourism Management, Vol. 29, No. 3, pp. 458-68.
43. MacKenzie, S.B., Lutz, R.J. (1989), "An empirical examination of the structural antecedents of attitude toward the ad in an advertising pre-test context" in Journal of Marketing, Vol. 53, No. 2, pp. 48-65.
44. Maktoba, O., Bathgate, I., Nwankwo, S. (2011), "Internet marketing and customer satisfaction in emerging markets: the case of Chinese online shoppers" in Competitiveness Review: An International Business Journal incorporating Journal of Global Competitiveness, Vol. 21, No. 2, pp. 224-37.
45. Mattila, A.S. (1999), "Do emotional appeals work for services?" in International Journal of Service Industry Management, Vol. 10, No. 3, pp. 292-306.
46. Mehta, A., Purvis, S. (2006), "Reconsidering recall and emotion in advertising" in Journal of Advertising Research, Vol. 46, No. 1, pp. 49-56.
47. Mortimer, K. (2008), "Identifying the components of effective service advertisements" in Journal of Services Marketing, Vol. 22, No. 2, pp. 104-13.
48. Mueller, B. (1991), "Multinational advertising: factors influencing the standardised vs specialised approach" in International Marketing Review, Vol. 8, No. 1, pp. 7-18.
49. O'Connor, P. (2008), "User-generated content and travel: a case study on Tripadvisor.com" in Information and Communication Technologies in Tourism, Vol. 2, pp. 47-58.
50. O'Connor, P., Frew, A.J. (2004), "An evaluation methodology for hotel electronic channels of distribution" in International Journal of Hospitality Management, Vol. 23, No. 2, pp. 179-99.
51. Parasuraman, A., Zeithaml, V.A., Berry, L.L. (1985), "A conceptual model of service quality and its implications for future research" in Journal of Marketing, Vol. 49, pp. 41-50.
52. Peterson, R., Wilson, W., Brown, S. (1992), "Effects of advertised customer satisfaction claims on consumer attitudes and purchase intentions" in Journal of Advertising Research, Vol. 32, No. 2, pp. 34-40.
53. Petty, R.E., Cacioppo, J.T. (1984), "Source factors and the elaboration likelihood model of persuasion" in Advances in Consumer Research, Vol. 11, pp. 668-72.
54. Plutchik, R. (1980), Emotion: A Psychoevolutionary Synthesis, Harper & Row, New York, NY.
55. Puto, C.P., Hoyer, R.W. (1990), "Transformational advertising: current state of art" in Agres, S.J., Edell, J.A. and Dubitsky, T.M. (Eds.), Emotion in Advertising: Theoretical and Practical Explorations, Quorum Books, Westport, CT, pp. 69-80.
56. Puto, C.P., Wells, W.D. (1984), "Informational and transformational advertising: the differential effects of time" in Advances in Consumer Research, Vol. 11, pp. 638-43.
57. Reactive (2007), Web 2.0 for the Tourism and Travel Industry: A White Paper, Reactive Media Pty Ltd., available at: http://blogs.reactive.com/RequestWhitepaper.aspx (accessed August 2007).
58. Royo, V.M. (2005), "Emotional and informational content of commercials: visual and auditory circumplex spaces, product information and their effects on audience evaluation" in Journal of Current Issues & Research in Advertising, Vol. 27, No. 2, pp. 13-38.
59. Royo, V.M., Gutierrez, A.M. (2000), "The effect of emotive and informative content of advertising in the evaluation of commercials" in Marketing in the New Millennium, Proceedings of the 29th European Marketing Academy Conference, European Marketing Academy, Rotterdam, p. 62.
60. Schmidt, S., Cantallops, A.S., dos Santos, C.P. (2008), "The characteristics of hotel websites and their implications for website effectiveness" in International Journal of Hospitality Management, Vol. 27, No. 4, pp. 504-16.
61. Shim, S., Eastlick, M.A., Lotz, S., Warrington, P. (2001), "An online prepurchase intentions model: the role of intentions to search" in Journal of Retailing, Vol. 77, pp. 397-416.
62. Shimp, T.A. (1981), "Attitude towards the ad as a mediator of consumer brand choice" in Journal of Advertising, Vol. 10, No. 2, pp. 9-15.
63. Singh, S.N., Dala, N.P. (1999), "Web home pages as advertisements" in Communications of the ACM, Vol. 42, No. 8, pp. 91-8.
64. Solomon, M.R., Surprenant, C., Czepiel, J., Gutman, E.G. (1985), "A role theory perspective on dyadic interactions: the service encounter" in Journal of Marketing, Vol. 49, Winter, pp. 99-111.
65. Stafford, M. (1996), "Demographic discriminators of service quality in the banking industry" in Journal of Services Marketing, Vol. 10, No. 4, pp. 6-22.
66. Stafford, M., Day, E. (1995), "Retail services advertising: the effects of appeal, medium and service" in Journal of Advertising, Vol. 24, No. 1, pp. 57-72.
67. Sternthal, B., Craig, C.S. (1973), "Humour in advertising" in Journal of Marketing, Vol. 37, No. 4, pp. 12-18.
68. Swaminathan, V., Lepkowska-White, E., Rao, B. (1999), "Browsers or buyers in cyberspace? An investigation of factors influencing electronic exchange" in Journal of Computer Mediated Communication, Vol. 5, No. 2, pp. 1-22.
69. Taute, H.A., McQuitty, S., Sautter, E.P. (2011), "Emotional information management and responses to emotional appeals" in Journal of Advertising, Vol. 40, No. 3, pp. 31-43.
70. Toms, E.G., Taves, A.R. (2004), "Measuring user perceptions of web site repuation" in Information Processing & Management, Vol. 40, No. 2, pp. 291-317.
71. Watson, R.T., Zinkhan, G.M., Pitt, L.F. (2000), "Integrated internet marketing" in Communications of the ACM, Vol. 43, No. 6, pp. 97-102.
72. Zeithaml, V.A. (1988), "Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence" in Journal of Marketing, Vol. 52, No. 3, pp. 2-22.
73. Zeitlin, D.M., Westwood, R.A. (1986), "Measuring emotional response" in Journal of Advertising Research, Vol. 26, No. 5, pp. 34-44.
74. Zinkhan, G., Johnson, M., Zinkhan, C. (1992), "Differences between product and service television commercials" in Journal of Services Marketing, Vol. 6, No. 3, pp. 59-66.
75. Zubcevic, N., Luxton, S. (2011), "A comparison of print advertisements from Australia and Croatia" in Australasian Marketing Journal, Vol. 19, No. 2, pp. 131-6.
76. Abernethy, A., Butler, D.D. (1993), "Promoting customer contact people: a key difference in service and product advertising" in Journal of Services Marketing, Vol. 7, No. 1, pp. 4-12.
77. Derbaix, C.M. (1995), "The impact of affective reactions on attitudes toward the advertisement and the brand: a step toward ecological validity" in Journal of Marketing Research, Vol. 32, No. 4, pp. 470-9.
78. Lohtia, R., Donthu, N., Hershberger, E.K. (2003), "The impact of content and design elements on banner advertising click-through rates" in Journal of Advertising Research, Vol. 43, No. 4, pp. 410-18.