Emotional or rational? Effective ESG advertising messages for travel enterprises

Miju Choi, Youngjoon Choi

Research output: Contribution to journalArticlepeer-review


This study investigates the effect of ESG advertising messages on consumer support for ESG management in the context of travel enterprises by integrating persuasion theory and regulatory focus theory. This study adopts a mixed-method approach. Study 1 explores how travel enterprises leverage ESG performance effectively in their advertising by conducting in-depth interviews with tourism and hospitality professionals. In Study 2, a 2 (ESG advertising message: emotional vs. rational) × 2 (regulatory focus: prevention vs. promotion) between-subjects experiment is conducted. The findings make several contributions to the literature and also have practical implications.

Original languageEnglish
Pages (from-to)68-87
Number of pages20
JournalJournal of Travel and Tourism Marketing
Issue number1
StatePublished - 2024

Bibliographical note

Publisher Copyright:
© 2023 Informa UK Limited, trading as Taylor & Francis Group.


  • ESG
  • message appeal
  • message elaboration
  • support for ESG management
  • travel enterprise


Dive into the research topics of 'Emotional or rational? Effective ESG advertising messages for travel enterprises'. Together they form a unique fingerprint.

Cite this