旅游口号创意模式的共时差异和历时演变研究
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摘要
作为旅游目的地形象最直观的表达,旅游口号在塑造目的地形象认同与提升旅游者形象感知方面起着关键作用,影响着人们对旅游目的地的选择.文章在省、市、景区3种空间尺度下,以2015年使用的127个旅游口号为研究对象,对其创意模式从文字长度、内在类型、短语使用、地名信息4个角度进行共时差异分析,同时结合2007年省级、市级空间尺度下共计160个旅游口号的变化进行历时演变研究,通过统计、对比分析发现:旅游口号以8字长度为主,资源导向型旅游口号占绝对优势,修饰性较强的偏正、联合结构为主要的结构类型,过半旅游口号含有地名信息,随着空间尺度的增大,旅游口号精简、直观、独特性倾向突显.此外,省、市级旅游目的地的旅游口号正朝着字数精简、特色直观、更多关注需求方的方向变化,这与社会的发展趋势相契合.
As the most straightforward way to deliver tourism destination image,tourism slogan plays a critical role in shaping the image identity of tourism destination and improving image perception,which also influences people's destination choice.This paper makes statistical analysis of 127 tourism slogans which used in 2015 at three destination scales of provincial,urban and scenic sites.The synchronic differences of tourism slogan creating model are analyzed in four aspects of text length,types,rhetoric technique and using of destination names.Historical evolution analysis of 160 tourism slogans which used in 2007 and 2015is also performed.This study reveals:most tourism slogans are composed by eight words,with resource-oriented(centering on the resources)tourism slogan accounting for the highest proportion,and most tourism slogans are modifier head phrase and united phrase with distinctive rhetoric orientation;creating model of destination names are adopted in more than half of tourism slogans.With the expansion of spatial scale,the tourism slogans are more concise,straightforward and distinctive.In addition,tourism slogans in provincial and urban scale turns to become simplified,straightforward and distinctive with more attention to the need of the tourists,which consistent with the development of the society.
As the most straightforward way to deliver tourism destination image,tourism slogan plays a critical role in shaping the image identity of tourism destination and improving image perception,which also influences people's destination choice.This paper makes statistical analysis of 127 tourism slogans which used in 2015 at three destination scales of provincial,urban and scenic sites.The synchronic differences of tourism slogan creating model are analyzed in four aspects of text length,types,rhetoric technique and using of destination names.Historical evolution analysis of 160 tourism slogans which used in 2007 and 2015is also performed.This study reveals:most tourism slogans are composed by eight words,with resource-oriented(centering on the resources)tourism slogan accounting for the highest proportion,and most tourism slogans are modifier head phrase and united phrase with distinctive rhetoric orientation;creating model of destination names are adopted in more than half of tourism slogans.With the expansion of spatial scale,the tourism slogans are more concise,straightforward and distinctive.In addition,tourism slogans in provincial and urban scale turns to become simplified,straightforward and distinctive with more attention to the need of the tourists,which consistent with the development of the society.
引文
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[14]肖敏,李山,徐秋静,等.旅游口号创意模式的尺度差异研究[J].旅游学刊,26(3):50-55.
[15]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.
[16]马梅.格式塔—旅游地形象宣传口号的原型分析[J].城市规划汇刊,2004(3):67-73.
[17]谢朝武,李玉红.基于网络知名度分析的我国优秀旅游城市的形象口号设计研究[J].人文地理,2010(3):134-138.
[18]黄伯荣,廖序东.现代汉语增订[M].五版.北京:高等教育出版社,2011.
[2]李蕾蕾.城市旅游形象设计探讨[J].旅游学刊,1998(1):47-49.
[3]JOHN R,JUDY C.State slogans:the case of the missing USP[J].Journal of Travel and Tourism Marketing,1993,1993,2(2):91-109.
[4]DAVID B K,RICHARD E G.Characteristics of effective tourism promotion slogans[J].Annals of Tourism Research,1997,24(1):235-237.
[5]维克多·米德尔敦著.旅游营销学[M],向萍译.北京:中国旅游出版社,2001:217-219.
[6]李燕琴,吴必虎.旅游形象口号的作用机理与创意模式初探[J].旅游学刊,2004,19(1):82-86.
[7]曲颖,李天元.基于旅游目的地品牌化的定位主题口号评价——以我国优城市为例[J].旅游学刊,2008,23(1):30-35.
[8]金颖若.旅游地形象定位及形象口号设计的要求[J].北京第二外国语学院学报,2003(1):45-47.
[9]马东跃.我国城市旅游宣传口号设计误区的思考[J].中国商贸,2010(30):154-155.
[10]毕剑.我国旅游口号研究进展与展望[J].资源开发与市场,2014(4):498-502.
[11]徐尤龙.基于品牌理论的旅游目的地口号资产价值研究[D].昆明:云南大学,2015.
[12]李山,王铮.旅游地品牌化中的旅游形象与旅游口号[J].人文地理,2006(2):5-11.
[13]苗雅杰,吕帅.区域旅游形象口号类型及其影响因素分析[J].旅游论坛,2010,3(3):314-318.
[14]肖敏,李山,徐秋静,等.旅游口号创意模式的尺度差异研究[J].旅游学刊,26(3):50-55.
[15]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.
[16]马梅.格式塔—旅游地形象宣传口号的原型分析[J].城市规划汇刊,2004(3):67-73.
[17]谢朝武,李玉红.基于网络知名度分析的我国优秀旅游城市的形象口号设计研究[J].人文地理,2010(3):134-138.
[18]黄伯荣,廖序东.现代汉语增订[M].五版.北京:高等教育出版社,2011.