地名在旅游口号中的嵌入及应用模式研究  

Research on the Application of Toponyms Embedding Mode in Tourism Slogans

作　　者：韦艳绿 王荣 Wei Yanlü;Wang Rong(School of Tourism and Landscape Architecture,Guilin University of Technology,Guilin 541006,China;Guangxi Tourism Industry Research Institute,Guilin 541006,China)

机构地区：[1]桂林理工大学旅游与风景园林学院,广西桂林541006 [2]广西旅游产业研究院,广西桂林541006

出　　处：《旅游论坛》2023年第1期53-60,共8页Tourism Forum

基　　金：国家社科基金西部项目“城镇化背景下岭南地名文化遗产保护与开发研究”(17XSH006)资助。

摘　　要：地名是旅游口号的重要元素,其运用形式影响着旅游口号的宣传效果。为了解地名在旅游口号中的运用规律,文章从地名语词、旅游形象定位和句法平面视角对382个旅游口号进行地名应用规律的总结。结果表明:地名专名起到地域符号的作用,通名则起到展示旅游地“类”的作用;地名现名具有较强的指向性,别名则兼做旅游形象符号;地名在各形象定位法中的运用策略与内涵不同;地名通常是旅游口号的中心和重点,但在不同的句法结构中语义气场不同。文章构建了旅游口号的地名应用模式,为口号设计与地名运用提供参考。Toponyms(place names) are a key element of tourism slogans for image publicity for tourism destinations. Positive application of toponyms can effectively influence the publicity of tourism slogans and imagery. In this paper, we examine 382 tourism slogans from provincial administrative regions, municipal administrative regions and 5A Scenic Spots and summarize the application rules of toponyms from three perspectives: the lexical theory of toponymy, the theory of tourism image positioning and the theory of syntactic plane. The results show that:(1) A distinctive name could function as a regional symbol, while a generic name may indicate the "category" of a tourist destination.(2) The application and connotations of toponyms in different image positioning methods vary significantly. In the lateral positioning method, the use of a general name and destination nickname can effectively assist in the construction of tourist destination image. In the longitudinal positioning method, the use of toponyms of different spatial scales can help to limit the scope of image positioning and strengthen regionalization. In the independent positioning method, the laudatory title of the destination can replace the toponym and plays a key role in differentiated image positioning. In the comparative location method, "reference toponym" can play a guiding role in the construction of tourist destination image with reference places.(3) Toponyms are usually the focus of tourist slogans, but its semantic implication is different in different syntactic structures. In the subject-predicate structure, the toponym has strong affinity, and the expression is relatively plain. In the structure of the predicate object and the medium object, the toponym has strong appeal and motivation. In the structure of bias and equality, the toponym as the center word is the object of praise and shows its own charm, while the toponym as the modifier is intended to promote advantageous tourism resources and imagery associated with the destination. Finally, the

关 键 词：旅游口号 地名 旅游形象定位 句法平面 

分 类 号：F590[经济管理—旅游管理]