旅游目的地品牌推广口号的语言学构成分析——以省域及重点旅游城市为例  

THE LINGUISTICS CONSTITUTE ANALYSIS OF TOURISM DESTINATION BRANDING SLOGANS——Taking Province and Major Excellent Tourism Cities as Examples

作　　者：董皓[1] 

机构地区：[1]西安交通大学经济与金融学院,西安710049

出　　处：《人文地理》2013年第2期148-153,共6页Human Geography

摘　　要：从品牌推广与口号使用角度,按照语言学语音、词汇、语义、语法和修辞的分析方法,分析了85个省域和城市旅游推广口号的语言学特征,结果显示:①"偶音步+偶音步"的采用率最高,大部分都有平仄搭配变化;②超过半数的旅游口号都含有修饰性状态词汇,含表明资源地位词汇的口号所占比重相对较低;③资源属性型口号占有相对优势,复合型口号比重最低;④名词性短语占绝大多数;⑤大部分口号运用了修辞手法。最后根据研究结论对旅游目的地品牌口号创意及规范使用等问题进行了说明。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 out- standing 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 re- source 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. Simultane- ously, 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

关 键 词：旅游目的地品牌 宣传口号 品牌识别 语言学分析 中国 

分 类 号：F590[经济管理—旅游管理]