Instagram marketing is a popular tool for communication in the tourism industry. However, research into effective execution tactics has been limited to the content, recipient characteristics, and sender types (e.g., celebrities) (i.e., Ferwerda & Tkalcic, 2018; Jin et al., 2019; Singh, 2020). The layouts of Instagram ads themselves have received little scholarly attention. Instagram ads typically convey multiple pieces of information in a single advertisement unit, raising concerns about the significance of the order in which the information is presented. Specifically, we must understand how different orders of presenting information affect a firm’s performance. Therefore, this study investigates the effect of presentation order on consumer behavioral intentions toward tour programs promoted on Instagram.

This study aimed to investigate the effect of different light-emitting diode (LED) on the stress response of workers before and after a flower arrangement (FA) activity. Participants were 16 office workers who performed FA under 7 out of 8 LED lighting conditions: darkness, white (at correlated color temperature of 4,500 K), red, blue, green, magenta, cyan, and yellow; no FA is performed in the darkness condition. To identify significant differences among the different lighting conditions, the heart rate (HR), blood pressure (BP), heart rate variability (HRV) consisting of standard deviation of the normal-normal intervals (SDNN), total power (TP), ratio of the low and high frequency (LF/HF), and blood pressure were measured before and after FA. The salivary cortisol level was analyzed immediately after FA. The correlations among HR, HRV, and cortisol showed that the blue and green lights positively affected stress-responses and caused considerable reduction of stress. However, there was only a minor significant difference among other lighting colors, although individual lights may impact one or more parameters. These findings reflect that the methodologies and results of this study can be effectively used to achieve a highly active horticultural therapy with the constructive assistance of LED lighting colors.