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| THE LINGUISTICS CONSTITUTE ANALYSIS OF TOURISM DESTINATION BRANDING SLOGANS——Taking Province and Major Excellent Tourism Cities as Examples |
| DONG Hao |
| School of Finance and Economics of Xi'an Jiaotong University, Xi'an 710049, China |
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Abstract In today's strategy for the promotion of the destination marketing, nearly all the tourism destination want to attract the potential tourists and expand its market share by using a special brand slogan. But the reality of the tourism destination market promotion shows that most of the tourism destination slogan are exaggerated, similar, vulgar, dull and obscure. So we need to find a way to efficiently avoid these problems, and make tourism destination slogans to reflect the special property of the tourism destination, also establish a good brand positioning and image. The author thinks that we can use pronunciation, semanteme, grammar, rhetoric and other basic analysis of Linguistics to find the basic law and problems of the tourism destination slogan. The research result can do some help for the scientification and standardization of the tourism destination slogan. This paper applies the multi-angle research to the tourism slogan. From the perspective of brand promotion and slogan, in accordance with the analysis of pronunciation, vocabulary, semantics, syntax and rhetoric, this paper analyzes the linguistic characteristics of 85 tourism slogans from 34 provinces and 54 national outstanding tourism cities. The study reveals: 1)In general,"Dual tone step+Dual tone step" accounts for the highest proportion. Most slogans have tonal pattern changes, but rhyming is not obvious; 2) More than half of the tourism slogans contain modified vocabulary. The proportion of the slogans containing terms of the resource status is relatively low. 3) Resource property type slogans accounted for a larger proportion, while the compound slogans are the lowest. 4) Noun phrase is the most popular, of which "noun+noun" is adopted the vast majority of the slogans. 5) Most of the slogans use rhetoric. Duality is the most widely used. Simultaneously, analogy and transferred epithet are also used in a certain proportion. This paper analyses the domestic tourism slogan, which will be a good reference for other domestic tourism destination to launch a new brand slogan.
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Received: 25 November 2012
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2013, Vol. 28 
