ABSTRACT
In the literature, emotional advertising is usually paired with rational advertising, and although different terminologies are used to explain them, they are one and the same. In this regard, previous studies have made a comparison between these two advertising contexts in different industries. However, in the context of hospitality, there is a large gap in the literature if one studies the rational/emotional framework. On the other hand, the role of emotional appeals is still unclear. In this chapter, through a case study, the influence of emotional appeals in advertising and their effect on consumers’ purchase intention in the hotel industry will be examined. The first part of the chapter will explore the dominant emotional appeals in hotel advertising and the second part will focus on the role of dominant appeals in relation to purchase intention.
