旅游口号设计框架构建及其偏离分析:基于衰减器作用视角

CONSTRUCTION OF TOURISM SLOGAN DESIGN FRAMEWORK AND ITS DEVIATION ANALYSIS: BASED ON THE PERSPECTIVE OF ATTENUATOR MODEL

作为建立品牌认知、创建品牌资产和投射品牌形象的重要手段,旅游口号在"目的地竞争战"中发挥了重要作用。立足于"衰减器"作用机理,构建旅游口号设计规则框架。同时,根据旅游口号评价指标与设计规则的分歧倾向比例来定义偏离级次,实证分析不同地域尺度的旅游口号的偏离程度和偏离分布差异。研究结论显示:(1)衰减器的内部作用过程包括特征抽取和口号衰减两个阶段;(2)旅游口号的偏离情况具有地域尺度差异性。省域旅游口号的总偏离程度最高,景域旅游口号的偏离分布差异性最明显,而市域旅游口号和我国旅游口号的偏离分布一致。

As an important way to establishing brand cognition, creating brand equity and projecting brand image, tourism slogan plays an important role in the competition of destination. Based on the mechanism of attenuator model, the framework of designing tourism slogan is constructed. At the same time, according to the inconsistency ratio between the evaluation criteria of the tourism slogan and its design rules, the deviation level is defined, and the deviation degree and deviation distribution of tourism slogans at different geographical scales are empirically analyzed. The conclusions of the research are as follows： 1） In the face of an information explosion, the brain instinctively establishes a defense system （attenuator） that includes five links： information input, sensory registration, attenuation controllers, sensory analyzers, and short-term memory. The intemal process of attenuator model includes two stages of feature extraction and slogan attenuation. 2） From the perspective of total deviation, the relative differences of tourism slogans at different geo-graphical scales are obvious. The total deviation degree of provincial tourism slogans is the strongest, the second is the tourism slogan of scenic areas, and the third is China＇s tourism slogan and the slogan tourism of city. 3）Deviation distribution has regional scale differences. The divergence between the tourism slogan of the province and the tourist slogan of the city and the tourist slogan of China has a certain degree of convergence.