Comparison Research On The Quality Of Regional Tourism Slogan Design At Home And Abroad

With the competition among tourism destinations intensifies, brand strategybecomes very important in today’s destination marketing. As an importantcomponent in marketing of destination brand, tourism slogan plays a very importantrole in forming and strengthening brand knowledge, and eventually forming theprocess of brand equity. The quality of tourism slogan design will seriously affectefficiency of the destination brand image promotion. Nowadays, the majority oftourism slogan of Chinese provinces did not achieve the desired results. Therefore, itis necessary to find out their common problems in tourism slogan design. Bycomparing with the tourism slogan of overseas regions, the disparity can be clearlyseen between Chinese mainland provinces and overseas areas in each dimension oftourism slogan design, which make it more targeted in optimizing and improving thetourism slogan design of Chinese mainland provinces.The evaluation of regional tourism slogan at home and abroad is mainly carriedout from two aspects of static evaluation and dynamic evaluation. Static evaluationmainly evaluates from two aspects of value content and the way of expression oftourism slogan. Dynamic evaluation is analyzing the rationality of dynamicsuccession of a region’s tourism slogans for a long period of time. In the actualoperation of the whole evaluation, firstly, forming a evaluation standard systemincluding each dimension of tourism slogan design, then statistics the cumulativefrequency of different characteristic value of regional tourism slogans at home andabroad in one dimension according to evaluation standard of this dimension. Theevaluation is carried out in the same way in other dimensions.After statistical analyzed and found that, in the aspect of value evaluation intourism slogan, Chinese mainland provinces incline to design tourism slogansfollowing the criteria of traditional USP theory. Only half of the slogans meet thereal demand that the number of value propositions ought to be less than three. Theslogan design did not do well in that value proposition ought to sell high levelsdemand, and slogans resemblance is quite common in many dimensions of valuecontent in tourism slogan. In the aspect of the way of expression in tourism slogan,the tourism slogans of Chinese mainland provinces basically meet the demand ofconcise words, statement is the common sentence type of tourism slogans. There is alarge quantity of slogans contain place name, slogans of even-number-syllable,slogans of noun phrase. There is quite a few number of rhyming slogans and rhetoric slogans. In the aspect of dynamic evaluation, Chinese mainland provinces didn’tgenerally form and execute real tourism brand strategy, it’s quite inefficient in wholeaction of the succession of tourism slogans they put forward. The tourism sloganslack of the ability of meeting an emergency in confronting consumption psychologychanges in customers...