This study examines the influence of self-identity on sustainable consumer behavior in the context of air traveling and the moderating effect of advertisement addressing these identities. Drawing on the flyers’ dilemma, the identity-based motivation theory and cognitive dissonance theory hypotheses are tested by the means of a scenario-based online experiment.

Tourism is a multi-level, comprehensive service offerings. The whole process of the characteristics of tourism activities are required to meet the emotional needs of consumers. The development of modern society led to greater preference for emotional happiness. Based on summarizing the existing research on tourism motivation theory, the paper builds happy emotion preference model of tourism decision-making according to the principle of economics theory of preference and brand economics, and explains how emotional preference impact on tourism motivation, then affects the tourist consumer choice behavior, and the solutions used in tourism real problems.