Based on the stimulus-organism-response (SOR) theory and self-construal theory, using experimental methods, this paper studies the interaction and influence mechanism of the advertising appeals (rational/ perceptual) and the product types (humanistic/natural) on consumers’ travel intentions through self-construal (independence vs. interdependence) adjustment. The results show that, firstly, there are significant differences in the influence of different advertising appeals on consumers’ travel intentions. Compared with rational advertising appeals, perceptual advertising demands are more likely to trigger consumers’travel intentions. Secondly, advertising demands and self-construction have no interactive effect on consumers’travel intentions, while emotional response plays a full mediating role in advertising demand and consumer travel intention, and interest arousal plays a partial mediating role. Thirdly, self-construal plays a moderating role in the influence of product types on consumers’ travel intentions. Similarly, the emotional responses also play a full mediating role in product type and self-construal on consumers’ travel intentions, and the arousal of interest plays a partial mediating role. Accordingly, when tourism destinations and enterprises conduct product marketing, they should pay attention to the emotional expression of advertisements, also fully consider the matching degree between tourism products and consumers, and the emotional response of consumers.