An Experiment Research on the Correlation between Advertising Appeal and Purchase Intention in Eco-tourism Industry Based on Attitude toward Advertisement

As more and more citizens gradually stress on leisure activity, there is a voice to develop ecotourism. Due to the fierce competition in the market, ecological businesses have spent a large amount of advertising costs for effectively delivering product related information, expecting that consumers would know the brand and product through advertisement and further appear purchase behavior. In present study, 300 general people in Fujian Province participated in the experimental research. A half of the research objects (150 people) in the experimental group is preceded the rational advertisement experiment, and the other half (150 people) is preceded the emotional advertisement experiment. The research results are summarized as followings. 1. Rational advertising appeal presents significantly higher attitude toward advertisement than emotional advertising appeal. 2. Rational advertising appeal shows remarkably higher purchase intention than emotional advertising appeal. 3. Attitude toward advertisement reveals notably positive effects on purchase intention. According to the results, the present study proposes the following suggestions. It is expected to assist ecological businesses, through advertisement, in timely developing real advertising effectiveness, deepening consumers’ cognitive impression of the ecological business and changing their attitudes, and reinforcing consumers’ purchase intention.