旅游口号设计框架构建及其偏离分析:基于衰减器作用视角

doi:10.13959/j.issn.1003-2398.2018.05.017

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Abstract As an important way to establishing brand cognition, creating brand equity and projecting brand image, tourism slogan plays an important role in the competition of destination. Based on the mechanism of attenuator model, the framework of designing tourism slogan is constructed. At the same time, according to the inconsistency ratio between the evaluation criteria of the tourism slogan and its design rules, the deviation level is defined, and the deviation degree and deviation distribution of tourism slogans at different geographical scales are empirically analyzed. The conclusions of the research are as follows:1) In the face of an information explosion, the brain instinctively establishes a defense system (attenuator) that includes five links:information input, sensory registration, attenuation controllers, sensory analyzers, and short-term memory. The internal process of attenuator model includes two stages of feature extraction and slogan attenuation. 2) From the perspective of total deviation, the relative differences of tourism slogans at different geographical scales are obvious. The total deviation degree of provincial tourism slogans is the strongest, the second is the tourism slogan of scenic areas, and the third is China's tourism slogan and the slogan tourism of city. 3)Deviation distribution has regional scale differences. The divergence between the tourism slogan of the province and the tourist slogan of the city and the tourist slogan of China has a certain degree of convergence.

Key words： tourist destination slogan design rules deviation analysis scale differences attenuation model

Received: 27 January 2018

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http://rwdl.xisu.edu.cn/EN/10.13959/j.issn.1003-2398.2018.05.017 OR http://rwdl.xisu.edu.cn/EN/Y2018/V33/I5/143

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