The Asset Value Research Of Tourism Destination Slogan Based On Brand Theory

Tourism slogan is a public promise based on the strategic positioning for tourism destination for the purpose of spreading tourism image, shaping tourism brand and attracting tourists. Tourism slogan embodies the destination’s theme orientation transmitting destination’s core image, which is an important component of tourism destination brand. Tourism slogan is the beginning of the tourism destination brand, tourism destination slogan is different from tourism product slogan, which is a long-term and stable strategic concept. The public of tourism destination slogan does not only consist of tourists, but also consists of a wider range of non-local and local residents. It really essentially needs identification and support from the local people. Tourism slogan works in creating tourism income, shaping special local feature, drawing public consensus, forming local spirit, highlight the charm of tourism destination. Hence, tourism slogan has social value, economic value and brand equity. The asset value of tourism slogan is not based on the slogan itself, but on the tourism destinations’credit guarantee and brand promise. Its material carrier is tourism destination products. The asset value of tourism slogan embodies the attraction and commitment of tourism slogan, and reflects the level of contribution to the tourism destination.The author, making use of a variety of research methods which is including content analysis, factor analysis, questionnaire investigation, comparative research and empirical research method, has made a general introduction to tourism slogan, analyzed its essence and functioning mechanism, explored the elements for its assets construction and built tourism slogan asset model. Moreover, the author, taking "Every day is spring in Kunming" as an empirical study case, has made a questionnaire survey; and then, the author, making use of Software SPSS17.0and Software AMOS20.0, has analyzed the exploratory and confirmatory factors of the survey for the sake of validating the hypothesis of the relationships between tourism slogan asset factors. The author also puts forward the measurement method of tourism slogan assets value, and through the questionnaire survey and Software1stOpt, has made another empirical study taking "Tourism slogans of31provinces in mainland China and16states in Yunnan province as an typical case. The main research conclusions are as follows:1. The essence of tourism slogan is the brand promise for tourism destination. Tourism slogan can’t just stay on the blob, but need to be transformed into action. Tourism slogan should be unity and coherence, and avoid changing frequently, so it can strengthen the perception of tourism destination image. Tourism slogan is one of the three dominant elements of tourism destination brand which is the content promise of tourism destination brand.Tourism slogan can be divided into national, regional, urban, rural and scenic spots slogan according to tourism destination’s rating scale. According to China’s national conditions, regional tourism slogan can be divided into provincial, state and county tourism slogan. From the perspective of the tourism marketing, tourism slogan can be divided into functional, emotional and compound tourism slogan.From empirical studies, we have found that tourism slogans mostly include the name of tourism destination. The lower the tourism destination level is, the more words the tourism slogan has. The duration of tourism slogans is short in the average, showing that local tourism authority changes the slogan frequently. The rank of using frequency is from functional, compound to emotional slogans. Tourism slogans are spread mainly through the sign, website, promotion movie, song, tourism festival and exhibition, and tourism advertising. Tourism slogan branding is the typical characteristics and developmental trend for tourism slogan today. It needs to be strengthened to protect the rights and interests of tourism slogan.2. There are three mechanisms about tourism slogan’s function:subject and object, internal and external, and the transmission mechanism of tourism slogan.(1) The subject and object mechanism of tourism slogan. The subject of tourism slogan is destination management organization (DMO), the object of tourism slogan is real and potential tourists. Tourism slogan itself is the carrier of tourism destination’ brand promise. The main body of tourism slogan consists of the advocate, practitioner, propagandist and maintainer which has four missions:brand positioning, building, marketing and brand management. The relationship between tourists and destination brand can be divided into four stages, including brand awareness, experience, brand trust and loyalty. The subject and object of tourism slogan have a relationship of action and reaction.(2) The internal and external mechanism of tourism slogan. Tourism slogan plays an important role not only in external publicity, but also in internal promotion. The object of internal function is the whole local residents. The external function can be divided into two parts:travel markets and tourism competitors. There are four kinds of competitors:leader, challenger, follower and stopgap. The internal function of tourism slogan concludes internal integration and external marketing. The former is based on the background of brand management, and the latter is based on the background of brand communication.(3) The transmission mechanism of tourism slogan. Tourism advertising is the main form for tourism slogan transmission. Tourism slogan is the core and soul of advertisement. To successfully affect tourists’ behavior, tourism slogan needs to come over four big barriers, which are the contact barrier, cognitive barrier, personality barrier and objective barrier. Taking "Guilin’s landscape is the best in the world" as the empirical study case, from the questionnaire survey, the proportion of respondents who had gone though the mentioned four barriers were respectively91.8%,80.1%,68.9%and80.1%. The empirical study shows that tourism slogan is following "the filter attenuation principle".3. Tourism slogan asset elements are including five aspects:cognition, association, perception quality, perception value and the relationship between tourism slogan and tourists. The five elements act and react one another. Taking "Every day is spring in Kunming" as an empirical research case, using structural equation model validation elements on the assumptions of tourism slogan assets, the empirical study results show that tourism slogan cognitive have significant positive influence on the tourism slogan reputation; Tourism slogan have significant positive influence on cognition of its association; Tourism slogan association have significant positive influence on quality and value perception; Tourism slogan quality perception has significant positive influence on its reputation and value perception; Tourism slogan value perception have significant positive influence on its fascination and the relationship between tourism slogan and tourists.4. There are two ways of measuring tourism slogan asset value:theoretical value measurement and practical value measurement. The former is the measurement of tourism slogan’s the contribution to travel intentions. The measurement model has three dimensions, including publicity rate, reputation and attraction. The formula is "The theoretical asset value of tourism slogan=publicity rate of tourism slogan*reputation of tourism slogan*attraction rate".The latter is to measure the contribution rate of tourism slogan on tourists’ behavior which is a process to overcome all kinds of obstacles to transforming tourist intention into tourist behavior. The formula is "The practical assets value of tourism slogan=the theoretical asset value of tourism slogan*tourism income".Taking tourism slogans of31provinces in mainland China and16states in Yunnan province as empirical study cases, doing questionnaire survey and using lstOpt software to predict the domestic tourism income of2014of these provinces and states, this paper measures and compares the theoretical and practical value of tourism slogan for the year of2014. Empirical study shows, among the31provinces, the three highest theoretical value of tourism slogan is from Shandong, Shanxi and Yunnan, and the three highest practical value of tourism slogan of2014is from Shandong, Zhejiang, Shanxi; during the16states, the top three theoretical values of tourism slogan are Kunming, Dali and Diqing, and the top three practical values of tourism slogan of2014are Kunming, Dali and Lijiang. The mean of theoretical value of the mainland’s31provincial tourism slogans is0.043297; the mean of theoretical value of16states’tourism slogans in Yunnan is0.051816. The biggest obstacles which impact tourism slogan asset value is the low publicity of tourism slogan. Due to the different contribution rates of tourism slogan to tourism destinations, the ranking order of domestic tourism income2014of the31provinces and16states is apparently inconsistent with theoretical value, practical value.The innovation points of this research lie in the following aspects:Taking tourism slogan assets value as the research theme, it’s discussed the nature of tourism slogan and its mechanism from the perspective of brand theory, refined the elements of the tourism slogan assets, constructed the model of tourist-based slogan equity(TBSE), explored the measurement methods of tourism slogan asset value from the perspectives of theoretical value and practical value.