本文關(guān)鍵詞：中外區(qū)域旅游口號(hào)設(shè)計(jì)質(zhì)量比較研究　出處：《新疆師范大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中國(guó)內(nèi)地省區(qū) 海外地區(qū) 區(qū)域旅游口號(hào) 設(shè)計(jì)質(zhì)量 比較研究

【摘要】：隨著旅游目的地之間競(jìng)爭(zhēng)的加劇，品牌化戰(zhàn)略在當(dāng)今目的地營(yíng)銷中變得至關(guān)重要。旅游口號(hào)作為目的地旅游品牌營(yíng)銷的重要構(gòu)成因素，其在形成并強(qiáng)化品牌知識(shí)、最終形成品牌資產(chǎn)過程中起著非常重要的作用，旅游口號(hào)設(shè)計(jì)質(zhì)量的高低將嚴(yán)重影響著目的地品牌形象推廣的效率。當(dāng)前中國(guó)大多數(shù)省區(qū)設(shè)計(jì)的旅游口號(hào)并未達(dá)到理想的效果，因此有必要找出他們?cè)诼糜慰谔?hào)設(shè)計(jì)中普遍存在的問題。通過與海外地區(qū)旅游口號(hào)的比較，能夠清楚地發(fā)現(xiàn)中國(guó)內(nèi)地省區(qū)在旅游口號(hào)設(shè)計(jì)的各個(gè)維度與海外地區(qū)之間的差距，使得中國(guó)內(nèi)地省區(qū)在優(yōu)化改進(jìn)其旅游口號(hào)設(shè)計(jì)時(shí)更有針對(duì)性。 對(duì)中外區(qū)域旅游口號(hào)的評(píng)價(jià)主要從旅游口號(hào)的靜態(tài)評(píng)價(jià)和動(dòng)態(tài)評(píng)價(jià)兩大方面進(jìn)行，靜態(tài)評(píng)價(jià)主要從旅游口號(hào)的內(nèi)容和表述兩大方面進(jìn)行評(píng)價(jià)，而動(dòng)態(tài)評(píng)價(jià)則是對(duì)某一區(qū)域的旅游口號(hào)在相當(dāng)長(zhǎng)的一段時(shí)期內(nèi)更新演替的科學(xué)性進(jìn)行分析。在整個(gè)評(píng)價(jià)實(shí)際的操作中，首先構(gòu)建旅游口號(hào)各個(gè)維度的評(píng)價(jià)標(biāo)準(zhǔn)體系，然后對(duì)照某一維度的評(píng)價(jià)標(biāo)準(zhǔn)，，統(tǒng)計(jì)中外區(qū)域旅游口號(hào)在該維度的不同特征值累計(jì)的頻數(shù)，其他維度的評(píng)價(jià)也采取同樣的方式。 經(jīng)過統(tǒng)計(jì)分析發(fā)現(xiàn)，在旅游口號(hào)的價(jià)值內(nèi)容評(píng)價(jià)方面，中國(guó)內(nèi)地省區(qū)傾向于遵循傳統(tǒng)的USP理論的標(biāo)準(zhǔn)設(shè)計(jì)旅游口號(hào)。只有半數(shù)的中國(guó)內(nèi)地省區(qū)旅游口號(hào)真正達(dá)到“價(jià)值命題應(yīng)限于兩個(gè)以內(nèi)”實(shí)質(zhì)要求，其在“價(jià)值命題應(yīng)傾向于訴求更具高層次需求利益”方面表現(xiàn)較差，并且在旅游口號(hào)價(jià)值內(nèi)容各維度的出現(xiàn)雷同的現(xiàn)象較為普遍；在旅游口號(hào)表述方式評(píng)價(jià)方面，中國(guó)內(nèi)地省區(qū)旅游口號(hào)基本達(dá)到語言簡(jiǎn)潔的要求，句式多使用陳述句，其中包含地名信息的口號(hào)、偶音步口號(hào)、偏正型口號(hào)較多，但旅游口號(hào)押韻的比例不高；且較少使用修辭；在旅游口號(hào)更新演替評(píng)價(jià)方面，中國(guó)內(nèi)各地省區(qū)普遍沒有構(gòu)建和執(zhí)行實(shí)質(zhì)的品牌戰(zhàn)略，推出的一時(shí)序的旅游口號(hào)在整體行動(dòng)上的效力低，并且旅游口號(hào)對(duì)市場(chǎng)的消費(fèi)心理變化缺少應(yīng)變能力。
[Abstract]:With the aggravation of competition among tourist destinations, brand strategy has become very important in today's destination marketing. Tourism slogan is an important component of destination tourism brand marketing. It plays a very important role in the process of forming and strengthening brand knowledge and finally forming brand equity. The quality of tourism slogan design will seriously affect the efficiency of brand image promotion of destination. At present, the tourism slogan designed by most provinces and regions in China has not achieved the desired results. Therefore, it is necessary to find out their common problems in the design of tourism slogans. It can clearly find the gap between the various dimensions of tourism slogan design and overseas areas, which makes the inland provinces and regions of China have more pertinence in optimizing and improving their tourism slogan design. The evaluation of Chinese and foreign regional tourism slogans is mainly carried out from static evaluation and dynamic evaluation, and static evaluation mainly from the content and expression of tourism slogans. Dynamic evaluation is the scientific analysis of the renewal of tourism slogans in a certain region in a long period of time. In the whole evaluation of the actual operation. Firstly, the evaluation standard system of each dimension of tourism slogan is constructed, and then the accumulative frequency of different characteristic values of Chinese and foreign regional tourism slogan in this dimension is calculated by comparing with the evaluation standard of a certain dimension. Other dimensions are evaluated in the same way. Through the statistical analysis, it is found that the evaluation of the value content of tourism slogans. Provinces and regions in mainland China tend to follow the standard of traditional USP theory to design tourism slogans. Only half of the tourist slogans in mainland China really meet the "value proposition should be limited to two" substantive requirements. In the aspect of "value proposition should tend to demand higher level demand interests", the phenomenon of similarity in all dimensions of tourism slogan value content is relatively common. In the evaluation of tourism slogan expression, the provincial tourism slogan in the mainland of China basically meets the requirement of simple language, and the sentence structure often uses the declarative sentence, which includes the slogan of place name information and the slogan of occasional syllables. There are many positive slogans, but the proportion of tourist slogans rhyming is not high; And less rhetoric; In the tourism slogan update succession evaluation, the provinces and autonomous regions in China generally did not build and implement the substantive brand strategy, the launch of a time-series tourism slogan in the overall action of the effectiveness is low. And the tourist slogan to the market's consumption psychology change lacks the ability to adapt.
【學(xué)位授予單位】：新疆師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F591

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