我国旅游口号研究进展与展望

Review and Prospect on Tourism Slogan Research in China

我国正处于旅游业快速发展及转型升级的关键时期,旅游策划日益受到重视,旅游口号作为旅游策划的重要内容之一也受到高度关注。文献梳理发现,目前有关旅游口号研究主要集中在旅游形象与旅游口号关系、旅游口号分类、旅游口号设计和旅游口号评价等方面,研究成果不多,未能形成广泛认知。今后有关旅游口号研究除了在原有领域继续深化外,还需要从旅游口号内涵界定、旅游口号体系构建、旅游口号的社会伦理学和美学、旅游地旅游口号设计、旅游口号的公众征集和市场传播等角度进行研究,以使我国旅游口号研究更加具有合理性,同时有效提升旅游口号在我国旅游业发展中的积极作用。

China was in the key period of the rapid development and the transformation upgrade of tourism industry, and tourism planning were paid more attention. As one of the important contents of tourism planning, tourism slogan was also highly concerned. This paper focused on the relations between tourism slogan and tourism image, tourism slogan classification, travel and tourism slogan and design evaluation by literature reviewing. Gener- ally speaking, the research was not much and not able to form a broad recognition knowledge. The future research on tourism slogan excepted in the o- riginal areas continue to deepen the outside, still needed to carry on the research in the angles from defined connotations of tourism slogan, the system construction of tourist slogan, social ethics and aesthetics of tourism slogan, tourism slogan design of tourism destination, public solicitation and market propagation of tourism slogan, in order to make the research of tourism slogan more reasonable, and at the same time effectively enhanced the positive role of tourism slogan during the tourism development in our country.