Persuasion is needed to influence potential tourists. Persuasive communication can create a reflective and
lasting change . It involves the use of verbal messages to influence attitudes and behaviour. Though the
framework of persuasion, verbal messages are deliberated to affect the hearts and minds of the audience .
Investigations into persuasion in the tourism context have been carried out by scholars such as Priester & Petty
who are concerned with how persuasion is reflected in the verbal message.