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신산업융합대학
국제사무학과
Journal papers
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Emotional or rational? Effective ESG advertising messages for travel enterprises
Title
Emotional or rational? Effective ESG advertising messages for travel enterprises
Authors
Choi
;
Miju
;
Youngjoon
Ewha Authors
최영준
SCOPUS Author ID
최영준
Issue Date
2024
Journal Title
Journal of Travel and Tourism Marketing
ISSN
1054-8408
Citation
Journal of Travel and Tourism Marketing vol. 41, no. 1, pp. 68 - 87
Keywords
ESG
;
message appeal
;
message elaboration
;
support for ESG management
;
travel enterprise
Publisher
Routledge
Indexed
SSCI; SCOPUS
Document Type
Article
Abstract
This study investigates the effect of ESG advertising messages on consumer support for ESG management in the context of travel enterprises by integrating persuasion theory and regulatory focus theory. This study adopts a mixed-method approach. Study 1 explores how travel enterprises leverage ESG performance effectively in their advertising by conducting in-depth interviews with tourism and hospitality professionals. In Study 2, a 2 (ESG advertising message: emotional vs. rational) × 2 (regulatory focus: prevention vs. promotion) between-subjects experiment is conducted. The findings make several contributions to the literature and also have practical implications. © 2023 Informa UK Limited, trading as Taylor & Francis Group.
DOI
10.1080/10548408.2023.2269968
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