An Experimental Investigation Into the Use of Written Smell References in Ecotourism Advertisements

While the demand for ecotourism destinations is growing, so has the intensity of competition in this sector. Therefore, using an Internet panel sample of 154 U.S. residents, this research finds that inserting a written smell reference within the text of an ecotourism print ad (e.g., Ecotourism at Its Finest . . . Recreate, Rejuvenate, and Enjoy the Fragrant Mountain Air at the Graham Hotel) influences individuals’ affective responses to the ad. This research also finds that the influence of this written smell reference on affective responses is moderated by the individual’s lifestyle interests, including their connectedness to nature and intention to take future ecotourism trips. Gender, however, has no moderating impact. The managerial and research implications of these findings are discussed.

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