The Influence of Advertising Appeals on Consumers’ Willingness to Participate in Sustainable Tourism Consumption

<table class="table-group" id="tab1"><tr><td><table class="table"><tr><td class="thead-hr" colspan="3"><hr/></td></tr><tr class="thead"><td class="align_left">Type</td><td class="align_center">Company-oriented information</td><td class="align_center">Consumer-oriented information</td></tr><tr><td class="thead-hr" colspan="3"><hr/></td></tr><tr><td class="align_left">Emotional appeals</td><td class="align_center">Woniu provides you with the opportunity to have a good story with the world. Explore the unknown, meet and experience, and share freely.</td><td class="align_center">Woniu invites you to have a wonderful story with the world. Explore the unknown, meet and experience, and share freely.</td></tr><tr><td class="align_left" colspan="3"><hr/></td></tr><tr><td class="align_left">Rational appeals</td><td class="align_center">Woniu has selected excellent accommodation for you. Security mechanism, credit guarantee, and real house supply.</td><td class="align_center">Woniu invites you to appreciate the excellent accommodation. Security mechanism, credit guarantee, and real house supply.</td></tr><tr class="table-tr"><td colspan="3"><hr class="tbody-hr"/></td></tr></table></td></tr></table>

<div>Main text contents of experimental materials (research 1).</div>

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Table 1

Table 1: The Influence of Advertising Appeals on Consumers’ Willingness to Participate in Sustainable Tourism Consumption 