基于旅游目的地品牌管理过程的定位主题口号评价——以我国优秀旅游城市为例

On the Evaluation of Theme Slogans Based on the Process of Brand Management in Tourism Destinations——Taking China's Excellent Tourism Cities as An Example

本文以旅游目的地品牌管理过程为研究基础,分析了定位主题口号在整个过程中发挥的作用,并建立了相应的旨在最大化实现这一作用的口号评价标准。围绕这一标准体系,笔者对检索到的244个我国优秀旅游城市的口号进行了分类评价,剖析了其中存在的主要问题。

The paper, based on the study about the process of brand management in tourism destinations, makes an analysis of the role of theme slogans that plays in the whole process and establishes corresponding slogan evaluation criteria which aims to maximize the effect.The authors make a classified evaluation of the 244 slogans from China＇s excellent tourism cities and expound the existing main problems.