Analysis of Changes in Eco-Friendly Tourism Behavior Intentions by Type of by Eco-Friendly Advertising Appeal: Using an Experimental Design

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.