基于顾客的旅游目的地广告口号构建——以桂东贺州市古村落为例

The Customer-based Advertising Slogan Construction for Tourism Destinations—— Taking the Ancient Village Group in Eastern Guangxi as an Example

地方政府在旅游目的地品牌建设中面临广告口号的有效性问题。有关文献分析表明,地方政府在构建旅游目的地广告口号时缺乏顾客的视角,相关学术文献中也缺乏基于顾客的广告口号构建的论述。在构建旅游目的地广告口号时,首先应分析游客的心理动机,以心理动机与地方旅游资源进行定位对应;其次应分析同类旅游目的地竞争者的广告诉求,寻找同类旅游资源的关键词文本。通过这两方面综合后,依据广告口号相关理论,选择符合地方旅游资源特征的广告口号,或在地方旅游资源无特殊可用诉求情况下,以顾客利益为视角,确定广告口号。

Local authorities should take into account the effectiveness of its tourism slogan during the process of establishing its tourism brand. Literature reviews show that local governments lack customer perspectives in their advertising slogans,and that there is only limited research on tourist-oriented slogan creation. In the construction of tourism destinations’ advertising slogans,efforts should first be made to analyze their psychological motivations so as to match them with local tourism resources. The advertising purposes of competitive destinations should then be explored to locate the key words for their respective resources. Based on the analysis above,the paper suggests that theories on advertising should be employed to locate the key words in tourism resources for slogan selection,and that,in the absence of specified resources,slogans should be established from the perspective of customer interests.