The Dominant Emotional Appeals in Hotel Advertising

Previous studies have made comparisons between rational/ emotional advertising contexts in different industries. However, research has failed to thoroughly explore the role of emotional appeals in the hotel industry. The main objective of this study was to examine the influence of emotional appeals in advertising in the hotel industry. Specifically, the current research was concerned with finding emotional appeals that are dominant in hotel advertising and are frequently repeated. Based on analyses of hotel commercials, particularly selected from three most successful hotel groups, Relaxation, Distinctive and Enjoyment were identified as dominant appeals in the commercials.