But it is the action of the RF waves on the atoms of the gas that produce the effect. If the peak field strength of the RF wave (alternating field) is enough to ionise the atoms then, when the electrons re-combine with the ions, UV is produced. This UV hits the Phosphor material on the sides of the tube and it fluoresces (glows).
You can get the same effect with some gases which produce visible light (e.g. the original Neon tubes) but it is coloured light. The phosphors on the side of the tube are a mixture of materials and in the solid state, which means that broad bands of visible light are produced. looking a bit like tungsten or sun light - much more useful.