Abstract
This study is aimed at comparing emotional response of baby boomer and MZ generation to appealing type of experiential equestrian tourism participation advertisement message applying Socioemotional Selective Theory. For this purpose, experimental study and a questionnaire survey were conducted for the subject of 98 in older generation and 97 in youth group(total 195), and the following results have been derived. First, there were differences among groups in participation intention and message attitude to equestrian event, and older generation exposed to emotional based message showed the highest result. Second, there were differences among groups in search intention and sharing intention to equestrian event, and older generation exposed to emotional based message and youth group exposed to information based message showed the highest result.
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