"To compare or not to compare?": Comparative appeals in destination advertising of ski resorts

Abstract

This study examined the effectiveness of comparative appeals in destination advertising through an experiment with a randomized paired comparison design. Both cognitive and affective responses were measured toward comparative versus non-comparative advertising of a ski resort. The findings demonstrate that respondents viewed comparative advertising to be more persuasive than non-comparative advertising. However, their attitudes were less favorable toward comparative advertising for destinations. More specifically, comparative advertising was found to be more persuasive in the advertising of famous destinations rather than unknown destinations. Further, comparative advertising was more effective for those who were aware of the advertised destination than those who were not.