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Do Emotional Appeals Work for Hotels? An Exploratory Study

The Pennsylvania State University, asm6{at}psu.edu

Despite huge expenditures spent in the advertising of hotels, the communication of service quality is a relatively unexplored research topic. The main goal of this study was to examine the relative effectiveness of emotional appeals in advertising hotels to potential new customers. Moreover, the author explores the effectiveness of the following cues in the message strategy: employees or customers portrayed in the ad, pricing information, and documentation strategy emphasizing service excellence. The results of this investigation suggest that appealing to a novice consumer’s emotional responses may be highly desirable in terms of creating a favorable attitude toward a hotel brand.

Key Words: hotel advertising • emotional appeals • tangible cues of service quality

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