旅游口号体系:概念辨析与关系模型  

Tourism Slogan System: Conception Clarification and Relation Pattern

作　　者：毕剑[1] 

机构地区：[1]河南理工大学经济管理学院,河南焦作454000

出　　处：《资源开发与市场》2014年第11期1397-1400,共4页Resource Development & Market

基　　金：2013国家社会科学基金项目(编号:13CGL083);2014河南省教育厅人文社会科学研究规划项目(编号:2014-GH-394)

摘　　要：目前我国旅游业正处于井喷式快速发展及转型升级的关键时期,旅游策划日益受到重视,旅游口号作为旅游策划的重要内容之一也得到广泛关注。由于旅游地、旅游者和旅游学者对旅游口号的理解存在偏差,致使有关旅游口号的称谓混乱无序。借鉴已有研究成果,把旅游口号体系区分为旅游形象口号和旅游宣传口号,认为两者都以旅游形象为统领。其中,旅游形象口号直接来源于旅游形象,是旅游地整体形象的最浓缩表达;旅游宣传口号是在旅游形象和旅游形象口号的基础上设计的更具有市场感召力和销售力的旅游口号。At present tourism industry was in the key period of blowout - type fast development and transformation - upgrade in our country, and tourism planning was played more attention to. As one of the important contents of tourism planning, tourism slogan was also extensively concerned. However, because of understanding deviation to tourism slogan among tourism destinations, tourists and tourism scholars, the appellation about the relevant tourism slogan was confusion and disorder. Reference of existing research results, in this text tourism slogan system was divided into tourism image slogan and tourism propaganda slogan, and both were under the leadership of tourism image. Tourism image slogan directly came from tourism image, and it was most concentrated expression about tourism integrity image. Tourism propaganda slogan was tourism slogan which was designed with more market appeal and sales on the basis of tourism image and tourism image slogan.

关 键 词：旅游口号 旅游形象口号 概念辨析 关系模型 

分 类 号：F590.31[经济管理—旅游管理]