旅游口号创意模式的尺度差异研究

Study on the Different Destination Scales of Creative Modes of Tourism Slogans

旅游口号是传递目的地形象的有效工具,是旅游营销策划的关键内容。文章拓展了旅游口号创意模式的分类视角,从文字长度、短语结构、地名信息和诉求倾向等4个角度对省区、城市和景区等3种目的地尺度的116个旅游口号展开统计分析,研究发现:(1)总体上,8字长度(主要是"4+4"形式)的标型口号比重最高,而目的地尺度越小,越倾向于使用长型口号模式来进行创意设计;(2)无论哪种目的地尺度,绝大多数短语类型的旅游口号均属于"偏正词组+偏正词组"的组合方式,在创意设计上具有显著的目的地修饰导向;(3)超过半数的旅游口号采取了地名涵盖型的创意模式,相对城市和景区而言,省区目的地对地名信息的涵盖最为普遍;(4)立足资源属性型诉求倾向的创意模式在3种目的地旅游口号中均占有相对优势,景区尺度尤为突出。

Tourism slogan is an effective tool to deliver a destination image, which is believed to play a key role in the planning of tourism marketing. The paper, expanding the classified perspective of creative modes of tourism slogans, makes statistical analysis of 116 tourism slogans at three destination scales of provincial, urban and scenic sites from the four aspects of text length, phrase structure, information of destination names and appeal trend. The study reveals： 1. overall, eight-word scales （mainly four-word plus four word forms） account for the highest proportion; and the smaller the destination scales, the more tendency focusing on the long slogan modes for creative design. 2. whatever destination scales, most tourism slogans with phrases belong to the combined forms of “adjectives ＋ nouns”, with distinctive destination rhetoric orientation; 3. creative modes of destination names are adopted in more than half of tourism slogans; compared to urban and scenic sites, provincial destinations are most popular in the use of names; 4. creative modes with the appeal trend of resource attributes occupy relative advantages in three destination tourism slogans, with prominence of scenic scales.