国内外旅游口号研究综述  

A REVIEW OF THE DOMESTIC AND OVERSEAS TOURISM SLOGAN RESEARCH

作　　者：徐尤龙[1] 唐夕汐[1] 刘莎[1] 

机构地区：[1]云南大学工商管理与旅游管理学院,云南昆明650091

出　　处：《云南地理环境研究》2014年第3期40-45,共6页Yunnan Geographic Environment Research

摘　　要：综述国内外44篇文献,得出6个理论关注点:旅游口号的概念和类型,旅游口号的功能和作用,旅游口号的设计误区和改进建议,旅游口号的语言特征和有效性,旅游口号的设计原则与设计方法,旅游口号的评价标准与评价方法。与国内相比,国外旅游口号研究的文献数量少、内容窄。国内外旅游口号的研究视角以旅游目的地市场营销为主,研究方式以理论与实证结合研究为主,研究方法以定性描述为主。国内外旅游口号的研究存在研究概念不清、研究内容零散、研究视角单一、研究方法欠佳、研究深度不足等问题。By reviewing 44 papers from domestic and overseas, there are 6 theory concerns： the concept and types of tourism slogans, function and role, design errors and improvement suggestions, language feature and effectiveness, design principles and methods, evaluation criteria and methods of tourism slogans. Compared with the domestic, the research papers of overseas are less in number and narrow in content. Reviewing of the tourism slogan from domestic and overseas, they major research on marketing in perspective, combination theoretical and empirical, and qualitative description on research method. The tourism slogan study of domestic and overseas have many problems, such as the unclear concept, scattered research content, single research angle, unscientific research method, and poor depths.

关 键 词：旅游口号 研究综述 国内 国外 

分 类 号：F592[经济管理—旅游管理]