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Using the context of a farm holiday venue, the purpose of this study is to empirically test whether textual references can have significant influences on potential consumers' affective responses and interest in advertisements.

In a between-subjects experiment, a reference to sunshine (the underlined phrase in the following narrative) was inserted into a Facebook advertisement for a farm holiday venue: “Relax and Rejuvenate for a couple of days on our farm. Great food, fun, and sunshine … See More”.

Results indicate that a reference to sunshine significantly improves consumers' affective responses to the advertisement and significantly increases their interest (propensity to click “see more”). This study also examines the potential influence of a textual reference to fresh air as well as fresh air in combination with sunshine. No statistically significant results are found with the fresh air reference.

While a number of studies have examined text-based sensory details in marketing stimuli (Magnini and Gaskins, 2010; Torto, 2016), the notion of inserting textual references to fresh air and/or sunshine in advertising has not been empirically examined in the body of the existing literature.

The study presents the push–pull motives and behavioural intentions of youth tourists and how these provide the foundation for the planning and development of Ghana’s tourism future. Since youth tourism (YT) is regarded as a niche market globally, the purpose of this paper is to identify the prospects of this form of tourism in a developing nation.

The study has utilised a convenience sampling approach in gathering data from 557 youth tourists, adapting existing instruments for measuring push–pull motives, satisfaction and behavioural intentions. The reliability and validity of the instruments were established through confirmatory factor analysis, exploratory factor analysis and Cronbach’s α analyses. Structural equation modelling is used to establish relationships.

The results revealed the positive effects of push and pull factors on tourists’ satisfaction as well as the significant influence of tourists’ satisfaction on youth behavioural intentions. However, push factors positively influenced pull factors of youth tourists.

The conclusion and recommendations of this study might not be congruent with the factors that motivate adults or student tourism, satisfaction and behavioural intentions.

The findings of the research validate the viability of YT activities and the behavioural intentions for future tourism market in Ghana. Ghana’s tourism sector should design interesting and competitive offers that attract youth tourists and address tourism growth.

To date, investigation into motives, satisfaction and behavioural intentions of youth tourists as the basis for future tourism development remains a virgin field in Ghana. This study has timely attempted to address this gap.