旅游口号设计框架构建及其偏离分析:基于衰减器作用视角
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摘要
作为建立品牌认知、创建品牌资产和投射品牌形象的重要手段,旅游口号在"目的地竞争战"中发挥了重要作用。立足于"衰减器"作用机理,构建旅游口号设计规则框架。同时,根据旅游口号评价指标与设计规则的分歧倾向比例来定义偏离级次,实证分析不同地域尺度的旅游口号的偏离程度和偏离分布差异。研究结论显示:(1)衰减器的内部作用过程包括特征抽取和口号衰减两个阶段;(2)旅游口号的偏离情况具有地域尺度差异性。省域旅游口号的总偏离程度最高,景域旅游口号的偏离分布差异性最明显,而市域旅游口号和我国旅游口号的偏离分布一致。
As an important way to establishing brand cognition, creating brand equity and projecting brand image,tourism slogan plays an important role in the competition of destination. Based on the mechanism of attenuator model,the framework of designing tourism slogan is constructed. At the same time, according to the inconsistency ratio between the evaluation criteria of the tourism slogan and its design rules, the deviation level is defined, and the deviation degree and deviation distribution of tourism slogans at different geographical scales are empirically analyzed. The conclusions of the research are as follows: 1) In the face of an information explosion, the brain instinctively establishes a defense system(attenuator) that includes five links: information input, sensory registration, attenuation controllers, sensory analyzers, and short-term memory. The internal process of attenuator model includes two stages of feature extraction and slogan attenuation. 2) From the perspective of total deviation, the relative differences of tourism slogans at different geographical scales are obvious. The total deviation degree of provincial tourism slogans is the strongest, the second is the tourism slogan of scenic areas, and the third is China's tourism slogan and the slogan tourism of city. 3)Deviation distribution has regional scale differences. The divergence between the tourism slogan of the province and the tourist slogan of the city and the tourist slogan of China has a certain degree of convergence.
As an important way to establishing brand cognition, creating brand equity and projecting brand image,tourism slogan plays an important role in the competition of destination. Based on the mechanism of attenuator model,the framework of designing tourism slogan is constructed. At the same time, according to the inconsistency ratio between the evaluation criteria of the tourism slogan and its design rules, the deviation level is defined, and the deviation degree and deviation distribution of tourism slogans at different geographical scales are empirically analyzed. The conclusions of the research are as follows: 1) In the face of an information explosion, the brain instinctively establishes a defense system(attenuator) that includes five links: information input, sensory registration, attenuation controllers, sensory analyzers, and short-term memory. The internal process of attenuator model includes two stages of feature extraction and slogan attenuation. 2) From the perspective of total deviation, the relative differences of tourism slogans at different geographical scales are obvious. The total deviation degree of provincial tourism slogans is the strongest, the second is the tourism slogan of scenic areas, and the third is China's tourism slogan and the slogan tourism of city. 3)Deviation distribution has regional scale differences. The divergence between the tourism slogan of the province and the tourist slogan of the city and the tourist slogan of China has a certain degree of convergence.
引文
[1]李天元,曲颖.旅游目的地定位主题口号设计若干基本问题的探讨——基于品牌要素视角的分析[J].人文地理,2010,25(3):114-119.[Li Tianyuan, Qu Ying. A research on the issues of the design of theme slogan for tourism destiantion positioning:An analysis from the perspective of brand element[J]. Human Geography, 2010,25(3):114-119.]
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[18]刘锋.区域旅游形象设计研究——以宁夏回族自治区为例[J].经济地理,1999,19(3):96-100.[Liu Feng. A study on the tourism destiantion identity system[J]. Economic Geography, 1999,19(3):96-100.]
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[20]李燕琴,吴必虎.旅游形象口号的作用机理与创意模式初探[J].旅游学刊,2004,19(1):82-86.[Li Yanqin, Wu Bihu. A study on the mechanism and creating model of tourism advertising theme[J].Tourism Tribune, 2004,19(1):82-86.]
[21]丁锦红等.认知心理学[M].北京:中国人民大学出版社,2014:31.[Ding Jinhong, et al. Cognitive Psychology[M]. Beijing:China Renmin University Press, 2014:31.]
[22]约翰·安德森.认知心理学及其启示[M].秦裕林,等译.北京:人民邮电出版社,2012:94.[John Anderson. Cognitive Psychology and Its Implications[M]. Qin Yulin, et al, tans. Beijing:Posts and Telecom Press, 2012:94.]
[23]王甦,汪安圣.认知心理学[M].北京:北京大学出版社,1992:88.[Wang Su, Wang Ansheng. Cognitive Psychology[M]. Beijing:Peking University Press, 1992:88.]
[24]Bradley S D, Meeds R. Surface-structure transformations and advertising slogans:The case for moderate syntactic complexity[J]. Psychology&Marketing, 2002,19(7-8):595-619.
[25]杨文全.新闻标题语言与受众心理[J].云南民族大学学报(哲学社会科学版),2003,20(6):107-110.[Yang Wenquan. News headlines and audience psychology[J]. Journal of Yunnan Minzu University(Social Sciences), 2003,20(6):107-110.]
[26]谢朝武,李玉红.基于网络知名度分析的我国优秀旅游城市的形象口号设计研究[J].人文地理,2010,25(3):134-138.[Xie Chaowu,Li Yuhong. A research on the slogan design of top tourist cities in China based on the analysis of internet popularity[J]. Human Geography, 2010,25(3):134-138.]
[27]McQuarrie E F, Mick D G. Visual rhetoric in advertising:Text-interpretive, experimental, and reader-response analyses[J]. Journal of Consumer Research, 1999,26(1):37-54.
[28]Reece B B, Van den Bergh B G, Li H. What makes a slogan memorable and who remembers it[J]. Journal of Current Issues&Research in Advertising, 1994,16(2):41-57.
[29]Supphellen M, Nygaardsvik I. Testing country brand slogans:Conceptual development and empirical illustration of a simple normative model[J]. Journal of Brand Management, 2002,9(4):385-395.
[30]Katz M, Rose J. Is your slogan identifiable?[J]. Journal of Advertising Research, 1969,9(1):21-43.
[31]范晓.汉语的句子类型[M].太原:书海出版社,1998:17.[Fan Xiao.Chinese Sentence Type[M]. Taiyuan:Book Sea Press, 1998:17.]
[32]Lehto X Y, Gwangjin L, Ismail J. Measuring congruence of affective images of destinations and their slogans[J]. International Journal of Tourism Research, 2014,16(3):250-260.
[33]威尔伯·施拉姆,威廉·波特.传播学概论(第二版)[M].何道宽,译.北京:中国人民大学出版社,2010:25.[Wilbur Schramm, William Potter. Introduction to Communication(second edition)[M]. He Daokuan, tans. Beijing:China Renmin University Press, 2010:25.]
[34]Donaire J A, GalíN. Tourism slogans:An analysis of the slogans of Catalan destinations[J]. Bulletin of the Association of Spanish Geographers, 2012,60(1):521-533.
[2]维克多·密德尔敦.旅游营销学[M].向萍,等译.北京:中国旅游出版社,2001:75.[Middleton V. Tourism Marketing[M]. Xiang Ping, et al, trans. Beijing:China Travel&Tourism Press, 2001:75.]
[3]凯文·莱恩·凯勒.战略品牌管理[M].吴水龙,等译.北京:中国人民大学出版社,2014:131.[Keller K L. Strategic Brand Management[M]. Wu Shuilong, et al, trans. Beijing:China Remin University Press,2014:131.]
[4]曲颖.旅游目的地定位:理论与实践层面的探索[M].北京:中国社会科学出版社,2017:175.[Qu Ying. Tourism Destination Orientation:The Exploration of Theory and Practice[M]. Beijing:China Social Sciences Publishing House, 2017:175.]
[5] Briggs E, Janakiraman N. Slogan recall effects on marketplace behaviors:The roles of external search and brand assessment[J]. Journal of Business Research, 2017(80):98-105.
[6] Laran J, Dalton A N, Andrade E B. The curious case of behavioral backlash:Why brands produce priming effects and slogans produce reverse priming effects[J]. Journal of Consumer Research, 2010,37(6):999-1014.
[7] Lehto X Y, Lee G, Ismail J. Measuring congruence of affective images of destinations and their slogans[J]. International Journal of Tourism Research, 2014,16(3):250-260.
[8] GalíN, CamprubíR, Donaire J A. Analysing tourism slogans in top tourism destinations[J]. Journal of Destination Marketing&Management, 2017,6(3):243-251.
[9] Dass M, Kohli C, Kumar P, et al. A study of the antecedents of slogan liking[J]. Journal of Business Research, 2014,67(12):2504-2511.
[10]Kohli C, Thomas S, Suri R. Are you in good hands?:Slogan recall:What really matters[J]. Journal of Advertising Research, 2013,53(1):31-42.
[11]Richardson J, Cohen J. State slogans:The case of the missing USP[J]. Journal of Travel&Tourism Marketing, 1993,2(2/3):91-109.
[12]Lee G, Cai L A, O'Leary J T. WWW. Branding. States. US:An analysis of brand-building elements in the US state tourism websites[J].Tourism Management, 2006,27(5):815-828.
[13]Pike S D. Destination brand positioning slogans-Towards the development of a set of accountability criteria[J]. Acta Turistica, 2004,16(2):102-124.
[14]Klenosky D B, Gitelson R E. Characteristics of effective tourism promotion slogans[J]. Annals of Tourism Research, 1997,24(1):235-238.
[15]Lee H R, Ban S Y, Yoon Y S. Analysis of convention tourism destination brand slogans:Focusing on international convention cities[C]. Korea Science&Art Forum, 2016,26(12):339-351.
[16]金颖若.旅游地形象定位及形象口号设计的要求[J].北京第二外国语学院学报,2003,113(1):45-47.[Jin Ruoying. Tourist destination image positioning and image slogan design requirements[J].Journal of Beijing International Studies University, 2003,113(1):45-47.]
[17]张立建,甘巧林.旅游形象定位词面面观及错误根源剖析[J].旅游学刊,2006,21(6):48-51.[Zhang Lijian, Gan Qiaolin. On the"fixed position phrases"depicting tourism image and an analysis of the source of errors[J]. Tourism Tribune, 2006,21(6):48-51.]
[18]刘锋.区域旅游形象设计研究——以宁夏回族自治区为例[J].经济地理,1999,19(3):96-100.[Liu Feng. A study on the tourism destiantion identity system[J]. Economic Geography, 1999,19(3):96-100.]
[19]肖敏,李山,徐秋静,等.旅游口号创意模式的尺度差异研究[J].旅游学刊,2011,26(3):50-55.[Xiao Min, Li Shan, Xu Qiujing, et al.Study on the different destination scales of creative modes of tourism slogans[J]. Tourism Tribune, 2011,26(3):50-55.]
[20]李燕琴,吴必虎.旅游形象口号的作用机理与创意模式初探[J].旅游学刊,2004,19(1):82-86.[Li Yanqin, Wu Bihu. A study on the mechanism and creating model of tourism advertising theme[J].Tourism Tribune, 2004,19(1):82-86.]
[21]丁锦红等.认知心理学[M].北京:中国人民大学出版社,2014:31.[Ding Jinhong, et al. Cognitive Psychology[M]. Beijing:China Renmin University Press, 2014:31.]
[22]约翰·安德森.认知心理学及其启示[M].秦裕林,等译.北京:人民邮电出版社,2012:94.[John Anderson. Cognitive Psychology and Its Implications[M]. Qin Yulin, et al, tans. Beijing:Posts and Telecom Press, 2012:94.]
[23]王甦,汪安圣.认知心理学[M].北京:北京大学出版社,1992:88.[Wang Su, Wang Ansheng. Cognitive Psychology[M]. Beijing:Peking University Press, 1992:88.]
[24]Bradley S D, Meeds R. Surface-structure transformations and advertising slogans:The case for moderate syntactic complexity[J]. Psychology&Marketing, 2002,19(7-8):595-619.
[25]杨文全.新闻标题语言与受众心理[J].云南民族大学学报(哲学社会科学版),2003,20(6):107-110.[Yang Wenquan. News headlines and audience psychology[J]. Journal of Yunnan Minzu University(Social Sciences), 2003,20(6):107-110.]
[26]谢朝武,李玉红.基于网络知名度分析的我国优秀旅游城市的形象口号设计研究[J].人文地理,2010,25(3):134-138.[Xie Chaowu,Li Yuhong. A research on the slogan design of top tourist cities in China based on the analysis of internet popularity[J]. Human Geography, 2010,25(3):134-138.]
[27]McQuarrie E F, Mick D G. Visual rhetoric in advertising:Text-interpretive, experimental, and reader-response analyses[J]. Journal of Consumer Research, 1999,26(1):37-54.
[28]Reece B B, Van den Bergh B G, Li H. What makes a slogan memorable and who remembers it[J]. Journal of Current Issues&Research in Advertising, 1994,16(2):41-57.
[29]Supphellen M, Nygaardsvik I. Testing country brand slogans:Conceptual development and empirical illustration of a simple normative model[J]. Journal of Brand Management, 2002,9(4):385-395.
[30]Katz M, Rose J. Is your slogan identifiable?[J]. Journal of Advertising Research, 1969,9(1):21-43.
[31]范晓.汉语的句子类型[M].太原:书海出版社,1998:17.[Fan Xiao.Chinese Sentence Type[M]. Taiyuan:Book Sea Press, 1998:17.]
[32]Lehto X Y, Gwangjin L, Ismail J. Measuring congruence of affective images of destinations and their slogans[J]. International Journal of Tourism Research, 2014,16(3):250-260.
[33]威尔伯·施拉姆,威廉·波特.传播学概论(第二版)[M].何道宽,译.北京:中国人民大学出版社,2010:25.[Wilbur Schramm, William Potter. Introduction to Communication(second edition)[M]. He Daokuan, tans. Beijing:China Renmin University Press, 2010:25.]
[34]Donaire J A, GalíN. Tourism slogans:An analysis of the slogans of Catalan destinations[J]. Bulletin of the Association of Spanish Geographers, 2012,60(1):521-533.