친환경 광고 소구 유형별 친환경 관광 행동 의도 변화 분석: 실험설계를 이용하여

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.

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