친환경 광고 소구 유형별 친환경 관광 행동 의도 변화 분석: 실험설계를 이용하여 (Analysis of Changes in Eco-Friendly Tourism Behavior Intentions by Type of by Eco-Friendly Advertising Appeal: Using an Experimental Design)

서지정보

· 발행기관 : 사단법인 한국비즈니스이벤트컨벤션학회
· 수록지 정보 : 이벤트컨벤션연구 / 21권 / 1호 / 135 ~ 154페이지
· 저자명 : 신지음, 김상혁

초록

Purpose – This study analyzes changes in eco-friendly tourism behavioral intention based on the type of eco-friendly advertising appeal through an experimental design. Specifically, eco-friendly advertising appeals are categorized into two types: rational appeals (factual, comparative, and testimonial appeals) and emotional appeals (fear, warmth, and humor) to identify their varying effects on eco-friendly tourism behavioral intentions.
Design, data, and methodology – An experimental design was utilized to examine changes in eco-friendly tourism behavioral intentions for each advertising type by analyzing the preand post-intentions of eco-friendly tourism behavior among 287 participants across groups.
Result – The results of this study indicate that factual appeals among rational appeals, were the most effective in inducing positive changes in tourists' eco-friendly behavioral intentions. Among emotional appeals, fear appeals were found to be the most effective in encouraging positive changes in eco-friendly behavioral intentions.
Conclusions – This study would contribute to the development of effective eco-friendly tourism campaign strategies by identifying advertising appeal types that promote eco-friendly tourism behavior.

영어초록

Purpose – This study analyzes changes in eco-friendly tourism behavioral intention based on the type of eco-friendly advertising appeal through an experimental design. Specifically, eco-friendly advertising appeals are categorized into two types: rational appeals (factual, comparative, and testimonial appeals) and emotional appeals (fear, warmth, and humor) to identify their varying effects on eco-friendly tourism behavioral intentions.
Design, data, and methodology – An experimental design was utilized to examine changes in eco-friendly tourism behavioral intentions for each advertising type by analyzing the preand post-intentions of eco-friendly tourism behavior among 287 participants across groups.
Result – The results of this study indicate that factual appeals among rational appeals, were the most effective in inducing positive changes in tourists' eco-friendly behavioral intentions. Among emotional appeals, fear appeals were found to be the most effective in encouraging positive changes in eco-friendly behavioral intentions.
Conclusions – This study would contribute to the development of effective eco-friendly tourism campaign strategies by identifying advertising appeal types that promote eco-friendly tourism behavior.

참고자료

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