中外区域旅游口号设计质量比较研究

发布时间：2018-01-01 16:09

本文关键词：中外区域旅游口号设计质量比较研究　出处：《新疆师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着旅游目的地之间竞争的加剧，品牌化战略在当今目的地营销中变得至关重要。旅游口号作为目的地旅游品牌营销的重要构成因素，其在形成并强化品牌知识、最终形成品牌资产过程中起着非常重要的作用，旅游口号设计质量的高低将严重影响着目的地品牌形象推广的效率。当前中国大多数省区设计的旅游口号并未达到理想的效果，因此有必要找出他们在旅游口号设计中普遍存在的问题。通过与海外地区旅游口号的比较，能够清楚地发现中国内地省区在旅游口号设计的各个维度与海外地区之间的差距，使得中国内地省区在优化改进其旅游口号设计时更有针对性。对中外区域旅游口号的评价主要从旅游口号的静态评价和动态评价两大方面进行，静态评价主要从旅游口号的内容和表述两大方面进行评价，而动态评价则是对某一区域的旅游口号在相当长的一段时期内更新演替的科学性进行分析。在整个评价实际的操作中，首先构建旅游口号各个维度的评价标准体系，然后对照某一维度的评价标准，，统计中外区域旅游口号在该维度的不同特征值累计的频数，其他维度的评价也采取同样的方式。经过统计分析发现，在旅游口号的价值内容评价方面，中国内地省区倾向于遵循传统的USP理论的标准设计旅游口号。只有半数的中国内地省区旅游口号真正达到“价值命题应限于两个以内”实质要求，其在“价值命题应倾向于诉求更具高层次需求利益”方面表现较差，并且在旅游口号价值内容各维度的出现雷同的现象较为普遍；在旅游口号表述方式评价方面，中国内地省区旅游口号基本达到语言简洁的要求，句式多使用陈述句，其中包含地名信息的口号、偶音步口号、偏正型口号较多，但旅游口号押韵的比例不高；且较少使用修辞；在旅游口号更新演替评价方面，中国内各地省区普遍没有构建和执行实质的品牌战略，推出的一时序的旅游口号在整体行动上的效力低，并且旅游口号对市场的消费心理变化缺少应变能力。
[Abstract]:With the aggravation of competition among tourist destinations, brand strategy has become very important in today's destination marketing. Tourism slogan is an important component of destination tourism brand marketing. It plays a very important role in the process of forming and strengthening brand knowledge and finally forming brand equity. The quality of tourism slogan design will seriously affect the efficiency of brand image promotion of destination. At present, the tourism slogan designed by most provinces and regions in China has not achieved the desired results. Therefore, it is necessary to find out their common problems in the design of tourism slogans. It can clearly find the gap between the various dimensions of tourism slogan design and overseas areas, which makes the inland provinces and regions of China have more pertinence in optimizing and improving their tourism slogan design. The evaluation of Chinese and foreign regional tourism slogans is mainly carried out from static evaluation and dynamic evaluation, and static evaluation mainly from the content and expression of tourism slogans. Dynamic evaluation is the scientific analysis of the renewal of tourism slogans in a certain region in a long period of time. In the whole evaluation of the actual operation. Firstly, the evaluation standard system of each dimension of tourism slogan is constructed, and then the accumulative frequency of different characteristic values of Chinese and foreign regional tourism slogan in this dimension is calculated by comparing with the evaluation standard of a certain dimension. Other dimensions are evaluated in the same way. Through the statistical analysis, it is found that the evaluation of the value content of tourism slogans. Provinces and regions in mainland China tend to follow the standard of traditional USP theory to design tourism slogans. Only half of the tourist slogans in mainland China really meet the "value proposition should be limited to two" substantive requirements. In the aspect of "value proposition should tend to demand higher level demand interests", the phenomenon of similarity in all dimensions of tourism slogan value content is relatively common. In the evaluation of tourism slogan expression, the provincial tourism slogan in the mainland of China basically meets the requirement of simple language, and the sentence structure often uses the declarative sentence, which includes the slogan of place name information and the slogan of occasional syllables. There are many positive slogans, but the proportion of tourist slogans rhyming is not high; And less rhetoric; In the tourism slogan update succession evaluation, the provinces and autonomous regions in China generally did not build and implement the substantive brand strategy, the launch of a time-series tourism slogan in the overall action of the effectiveness is low. And the tourist slogan to the market's consumption psychology change lacks the ability to adapt.
【学位授予单位】：新疆师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F591

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