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。

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.