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

综述了旅游形象口号设计的研究进展,并以我国第一批54个优秀旅游城市为例,对旅游城市形象口号的发展现状进行了评述。以网络知名度作为评价依据,遴选出排名居于前15位的优秀旅游口号,对口号的语词内容、句式特征、语言风格、诉求主题等设计特征进行了分析。研究提出,我国优秀旅游城市应该在推动形象设计与口号设计的一体整合、控制口号数量与质量、发挥形象口号的管理作用、注重口号的优化设计、提升口号的想象空间等方面进行改进。

A RESEARCH ON THE SLOGAN DESIGN OF TOP TOURIST CITIES IN CHINA BASED ON THE ANALYSIS OF INTERNET POPULARITY

Tourism slogans play a great role in attracting tourists and managing the tourism image of tourist cities. This paper reviews the relevant researches on the tourism slogans and the characteristics of tourism slogans of tourist cities. The research conducts a case study of the top 54 tourist cities in China. The result finds that the design of tourism slogans is emphasized greatly in the cities of which 74% cities select the slogans publicly through various ways. Many tourist cities have more than one slogans. Slogans of some tourist cities are different from the demand of tourist market and many tourist cities design propaganda slogans, but not to positioning slogans. This shows that these tourism slogans need to be improved to satisfy the marketing strategies. Based on the internet popularity, this paper selects top 15 tourism slogans of top tourist cities and analyzes their designing features from the perspectives of semantic content, syntactical structure, language style and subject matter. In the top 15 slogans, 11 slogans have geographical names, 10 slogans have special tourism resource names and 7 slogans have both the geographical names and tourism resource names. The traditional tourism slogans often have the language of the dual form, and use the single sentence of statement or exclamatory. Rhetorical questions can express the complex emotional tendencies and touch people easily. As to language style, tourism slogans not only describe the characteristics of tourism resources through plain phrases or words but also highlight the resourcesvividly and incite tourists' desire with exaggeration, metaphor and other forms. The top 15 slogans express the various themes including natural resource themes, culture themes, emotions themes and complicated themes. Finally, the authors point out that the tourism slogans are the important carriers of tourism image. The tourist cities of China should pay more attention to slogans design, like promoting the integration of slogan designs and image designs, controlling the slogans' quantity and quality, utilizing the slogan's management function, optimizing the slogan's design and enhancing the slogan's imagination space.