旅游目的地定位主题口号设计若干基本问题的探讨
——基于品牌要素视角的分析

【原文出处】人文地理

【原刊地名】西安

【原刊期号】20103

【原刊页号】114～119

【英文标题】On the Several Issues Concerning the Design of Theme Slogan for Tourism Destinations Positioning:

    An Analysis Based on the Perspective of Brand Element

【文章日期】2008-11-07

【作 者】李天元/曲颖

【作者简介】李天元(1949-)，男，天津人，教授，博导，研究方向为旅游学理论和旅游市场营销，E-mail:quying@mail.nankai.edu.cn，南开大学商学院，天津　300071；曲颖，南开大学商学院，天津　300071

【内容提要】本文从旅游目的地定位主题口号作为品牌化中品牌要素的角度，结合部分国外目的地品牌化研究文献、品牌理论和相关营销学理论，对在目的地品牌化这一新研究框架下定位主题口号的概念理解、双向沟通功能、科学设计方法和流程以及设计中须注意的几条原则进行了探讨。文章旨在通过详细阐明理想目的地口号的作用目标和设计原则，厘清传统营销中对该相关问题的一些模糊认识，并拓宽思路，为国内的目的地口号设计实践注入少许新的观点。

【摘 要 题】旅游资源

【英文摘要】The past few years have shown a stesdy increase in the volume of both domestic and international travel, the number of tourism destination choices has also increased. It is significant for tourism destinations to establish their own brand identities because of the increasing stiff competition, the homogenization of tourism products and the maturing of tourists consuming behavior. Tourism destination branding as a stream of tourism marketing studies became popular in the late 1990s, and now it is a worldwide hot topic. Nevertheless, a significant research gap in the field of tourism destination brand elements has been criticized by many scholars even though considerable literatures examining destination branding are emerging. Slogan and logo are brand elements which typically play a leading role in destination brand communication, but how to design an effective theme slogan for destination positioning is still an unresolved problem, so it is necessary to deepen the understanding of the new framework of tourism destination branding. Domestic research on branding tourism destination in China just steps on its beginning stage, so it may need time to gain popularity. In view of this background and based on the pragmatic theory, taking the theme slogan of tourism destination positioning as a key brand element in destination branding, this paper makes an analysis of several basic issues related to the design of it, including, firstly, conceptual connotation of theme slogan of destination positioning as a brand element; secondly, specific roles that theme slogan of destination positioning plays in its branding process; thirdly, scientific design method and flow of the theme slogan of destination positioning; fourthly, several effective guidelines which should be followed in designing theme slogan of destination positioning. This paper will be helpful to clarify some blurry views in relevant marketing studies and broaden the horizons of destination marketing participants, and taking several new ideas into domestic tourism destination slogan design in China.

【关 键 词】目的地定位主题口号/目的地品牌化/品牌要素

    theme slogan of destination positioning/destination branding/brand element

【正 文】

【参考文献】

    [1]Pike S. Tourism destination branding complexity[J]. Journal of Product& Brand Management, 2005, 14(4): 259.

    [2]Aaker D A. Building Strong Brands[M]. New York: Free Press, 1996.63.

    [3]凯文·莱恩·凯勒著.李乃和，等译.战略品牌管理[M].北京：中国人民大学出版社,2003.180,56,13.

    [4]Anderson J. The Architecture of Cognition[M]. MA: Harvard University Press, 1983. 126.

    [5]Newman J. New insight, new progress for marketing[J]. Harvard Business Review, 1957, 35(11/12): 95-102.

    [6]Kohli C, Leuthesser L, Suri R. Get slogan? Guidelines for creating effective slogans[J]. Business Horizons, 2007,(50): 416,418,419.

    [7]Supphellen M, Nygaardsvik I. Testing country brand slogans: conceptual development and empirical illustration of a simple normative model[J]. Journal of Brand Management, 2002, 9(4): 385-395.

    [8]Hem L E, Iversen N M. How to develop a destination brand logo: a qualitative and quantitative approach[J]. Scandinavian Journal of Hospitality and Tourism. 2004. 4(2): 83-106.

    [9]李蕾蕾.旅游目的地形象口号的公众征集：误区与思考[J].桂林旅游高等专科学校学报,2003,14(4)：43-47.

    [10]Supphellen M. Understand core brand equity: guidelines for in-depth elicitation of brand associations[J]. International Journal of Market Research, 2000,(42): 319-338.

    [11]Katz M, Rose J. Is your slogan identifiable?[J]. Journal of Advertising Research, 1969, 9(1): 21-26.

    [12]Yalch R F. Memory in a jingle jungle: music as a mnemonic device in communicating advertising slogans[J]. Journal of Applied Psychology, 1991, 76(2): 268-275.

    [13]Bradley S D, Meeds R. Surface-structure transformations and advertising slogans: the case for moderate syntactic complexity[J]. Psychology and Marketing, 2002, 19(7/8): 595-619.

    [14]Bettman J R. An Information Processing Theory of Consumer Choice[M]. MA: Addison-Wesley, 1979.70.

    [15]张立建，甘巧林.旅游形象定位词面面观及错误根源剖析[J].旅游学刊，2006,21(6)：48-51.

    [16]Gartner W C. Image formation process[J]. Journal of Travel & Tourism Marketing, 1993, 2(2): 201.

    [17]Stanley C Plog著.李天元，李曼译.旅游市场营销实论[M].天津：南开大学出版社,2007. 177-178.

    [18]Gold J R, Ward S V. Place Promotion[M]. Chichester: John Wiley & Sons Ltd, 1994. 266.

    [19]Morgan N, Pritchard A. New Zealand, 100% pure. The creation of a powerful niche destination brand[J]. Journal of Brand Management, 2002, 9(4/5): 336.

    [20]Richardson J, Cohen J. State slogans: the case of the missing USP[J]. Journal of Travel& Tourism Marketing, 1993, 2(2): 92-93.

    [21]Gilmore F. A country—can it be repositioned? Spain—the success story of country branding[J]. Journal of Brand Management, 2002, 9(4/5): 281-293.