Analyzing the important implications of tourism marketing slogans and logos in Asia Pacific nations

被引：11

作者：

Tsaur, Sheng-Hshiung ^{[1
]}

Liao, Yu-Ling ^{[1
,2
]}

Tsai, Chin-Fa ^{[3
]}

机构：

[1] Natl Chiayi Univ, Dept Mkt & Tourism Management, Chiayi, Taiwan

[2] Wufeng Univ, Dept Tourism & Leisure Management, Chiayi, Taiwan

[3] Natl Chiayi Univ, Dept Business Adm, Chiayi, Taiwan

来源：

ASIA PACIFIC JOURNAL OF TOURISM RESEARCH | 2020年 / 25卷 / 04期

关键词：

Tourism marketing; Asia Pacific; tourism logos; tourism slogans; national branding; regional economic development; cluster analysis; discriminant analysis; visual imagery; semiotic image; DESTINATION IMAGE; BRAND; REPRESENTATIONS; SATISFACTION; MANAGEMENT; HERITAGE; NICHE;

D O I：

10.1080/10941665.2019.1710223

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study conducts cluster analysis and discriminant analysis to analyze national tourism logos and slogans to determine intra-cluster similarities and inter-cluster differences of tourism marketing for Asia Pacific nations. The characteristics of tourism slogans and logos are distributed among six clusters: spiritual serenity, symbolic image, emotional flow, natural discovery, creative aesthetics, and cultural experience. The results of cluster analysis with tourism slogans and logos demonstrate integral attributes of each cluster and help potential tourists comprehend individual nation's tourism resources with marketing strategy. Besides, the results also help tourism authority appreciate which main competitors are in the same cluster.

引用

页码：355 / 368

页数：14

共 55 条

[1]

Aaker DavidA., 1996, BUILDING STRONG BRAN

[2]

Anholt S, 2007, POLICY PRACT, P3

[3] Spiritual retreat tourism development in the Asia Pacific region: investigating the impact of tourist satisfaction and intention to revisit: a Chiang Mai, Thailand case study [J].