旅游目的地口号的记忆效应和说服效应——以国内海滨目的地为例的整合研究

An Integrated Study on the Recall Effect and Persuasion Effect of Tourism Destination Slogans: The Example of Domestic Seaside Destinations

"记忆"效应和"说服"效应是口号设计的两大核心诉求,但当前研究多基于其中某单一视角来确立口号指导原则。为探究这一做法的科学性,本文以国内海滨旅游目的地口号为素材,关注八条重要口号特点,探究这些特点(整体上和品牌熟悉调节下)在"记忆"效应(口号识别)和"说服"效应(目的地访问意愿)上的表现情况。研究发现:整体上,"使用修饰性词语"和"包含目的地名称"兼具记忆和说服的双驱动功效;但"品牌熟悉"显著调节了诸多口号特点的作用效度以及这两个变量的双驱动功效。研究得到的重要启示包括:当前学界对口号的单一效应研究范式及相关口号特点效应的认识存在缺陷;熟悉和不熟悉品牌的口号在实现设计的双驱动功效上形成差异。

The recall and persuasion effects are two core requirements of slogans.However,current studies primarily establish the guiding principles of slogans from one single angle of them.The study solely follow a recall perspective is particularly prevalent.Whether this approach is scientific depends on the convergence or divergence of slogan characteristics that determine the above two types of effects.If the slogan characteristics driving the two effects are inconsistent,the results from the research line that only follows the recall perspective are largely misleading.It is because the recall effect does not represent the ultimate goal of marketing.Several studies have confirmed that the recall effect of a slogan does not necessarily lead to a persuasion effect.Various moderating variables may exist and take effect.Nevertheless,scholars have not set foot on the question of whether the slogan characteristics deriving the two effects are the same.In addition,whether or not there is a moderating variable on the issue of the dual-effect driving force of slogan characteristics also remains to be explored.“Brand familiarity”was chosen as the potential moderator for testing in this study based on two reasons.First,“brand familiarity”is a classic moderator that has been widely proven to be effective in the areas of marketing and consumer behavior.Second,the moderating effect of the“brand familiarity”has not yet been tested in a context of the validity of destination slogans.This study sets up the following research issues to examine the“convergence-divergence”status abovementioned.First,generally speaking,what design characteristics significantly influence the correct identification and visit-willingness stimulation of a slogan,respectively?Does the two list of characteristics overlap?Second,does brand familiarity moderate the validity of slogan characteristics so as to influence the double-effect driving force(i.e.,both driving the recall effect and persuasion effect)of some characteristics?Six domestic seaside destinations(3 familiar brands plus 3 unfamiliar brands)were taken as the brand source of slogans.They were Sanya,Xiamen,Qingdao,Wanning,Qionghai and Lingshui.The eight focal slogan characteristics were systematically identified through a two-round Delphi method.The survey was conducted in Guangzhou,Shenyang and Wuhan from 15 November to 20 December,2017.A total of 1533 copies of available questionnaires were retrieved.Six“binary logistic regression models”(three taking“slogan-brand identification”as dependent variables and the other three taking“destination visit-willingness”as dependent variables)were established to identify significant slogan characteristics overall and under moderation.The research findings are mainly concerned with the following aspects.In the overall slogan sample,the characteristics of“use of modifiers”and“destination name included”are found to have dual functions on both the recall effect and persuasion effect.In the sample of familiar slogans,the comprehensive effectiveness of“use of modifiers”and“destination name included”is still established,and the effect is even more prominent.By contrast,the slogan characteristics determining recall and persuasion in the unfamiliar brand sample fallen under two separate characteristic dimensions.The comprehensive effectiveness of“use of modifiers”and“destination name included”does not hold.In addition,many other slogan characteristics(e.g.,“emotion-stimulating”,“ease to remember”,“credibility”and“uniqueness”)also subject to change in effect size and/or effect direction under moderation.The specific theoretical and managerial implications include:(1)the common practice of establishing slogan design principles based on one single effect angle is not advocated;(2)the conventional understandings of the utility of“use of modifiers”and“uniqueness”are one-sided;(3)the slogan design of familiar brands has the advantage of flexibility,and the coupling effect of“modifier”and“destination name”should be made good use;(4)the slogan design of unfamiliar brands lacks flexibility,an alternative way to achieve the comprehensive effectiveness is using only slogan characteristics that facilitate recall or persuasion,while realize the other effect through a new path.The limitation of the current study is also discussed at the end of the article.