Abstract：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.
李天元, 曲颖. 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[J]. 人文地理, 2010, 25(3): 114-119.
LI Tian-yuan, QU Ying. A RESEARCH ON THE ISSUES OF THE DESIGN OF THEME SLOGAN FOR TOURISM DESTINATION POSITIONING——An Analysis from the Perspective of Brand Element. HUMAN GEOGRAPHY, 2010, 25(3): 114-119.
