TOURISM IMAGE AND TOURISM SLOGAN BASED ON DESTINATION BRANDING
LI Shan1, WANG Zheng1,2
1. Key Laboratory of Geographic Information Science, East China Normal University, Shanghai 200062, China;
2. Policy and Management Institute, CAS, Beijing 100080, China
Abstract：Based on the development of the tourism destination brand, tourism image and tourism slogan are discussed and some new points of view are brought forward as follows:
Firstly, tourism image can be classified into mind image and marketing image. Mind image is for the inner market and marketing image is for the outer market. Tourism slogan, which also can be classified into positioning slogan and marketing slogan, is used to express tourism image. Positioning slogan expresses mind image and marketing slogan expresses marketing image. Although positioning slogan is to express the mind image and focus on the inner market of a tourism destination, it can also be used to spread the tourism destination image and build the tourism destination brand. Secondly, from the point of view of tourism destination brand, tourism destination image is namely tourism destination brand image, which is an important part of a tourism planning. There are three steps in developing a tourism destination image planning which are establishing quality guideline, positioning mind image and designing marketing image. Thereinto, quality guideline is aimed at the inner market, marketing image is aimed at the outer market, whereas mind image is mainly aimed at the inner market and so do the outer market. Thirdly, tourism destination brand is a ladder of three steps, which are attribute, benefit, and value. Publicizing tourism slogan is an important way to build tourism destination brand, in which positioning slogan spreads the attribute of a tourism destination brand and marketin g slogan spreads the benefit and value of a tourism destination brand. For the sake of producing more classical tourism slogans to enrich the meaning of a tourism destination brand, we should jump out of the eyeshot of tourism resource (destination attribute) and consider more from the point of view of visitor market.
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, 21(2): 5-11.
LI Shan, WANG Zheng. TOURISM IMAGE AND TOURISM SLOGAN BASED ON DESTINATION BRANDING. HUMAN GEOGRAPHY, 2006, 21(2): 5-11.
