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- W2502117779 abstract "Controversial slogans in tourism marketing often exist, and they always lead to hot debate among consumers. This study conducted an experiment to explore the negative effect of controversial slogans on tourism marketing based on investigation of 197 consumers. The result shows that controversial slogans can lead to negative attitude towards advertising and lower travel intention. It implies that controversial slogans should be employed with prudence, because they go against consumers’ values and morals. Tourism marketing should use inspiring slogans to enhance the persuasion of tourism advertising." @default.
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- W2502117779 date "2015-01-01" @default.
- W2502117779 modified "2023-09-22" @default.
- W2502117779 title "Research on Negative Effect of Controversial Slogans on Tourism Marketing" @default.
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- W2502117779 doi "https://doi.org/10.1007/978-3-662-47241-5_123" @default.
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