Analysing tourism slogans in top tourism destinations. Issue 3 (September 2017)

• Record Type: Journal Article
• Authors: Galí, Nuria; Camprubí, Raquel; Donaire, José A.
• Is Part Of: Journal of destination marketing & management. Volume 6:Issue 3(2017:Sep.)
• Page Start: 243
• Page End: 251
• Publication Date: 2017-09
• Subjects: Slogan -- Tourism destination -- Destination slogan -- Brand communication -- World destinations -- DMO; Place marketing -- Periodicals; Tourism -- Management -- Periodicals; Electronic journals; 658.8005
• DOI: 10.1016/j.jdmm.2016.04.004
• Languages: English
• ISSNs: 2212-571X

Abstract

Abstract: A tourism destination's slogan is an important tool in the development of its national brand. However, few studies have focused on this issue. Therefore, the main purpose of this paper is to examine the characteristics of 150 tourism destinations, considering three geographical levels: countries, regions and cities, and to evaluate them by means of content analysis. The study tests eight different items for each slogan adopted from previous studies. Findings reveal that slogans tend to be very simple and have an exclusive appeal, which comes from emphasising the affective component in the message. Highlights: 150 slogans of the world's main tourist destinations were analysed. Slogans are an important part of a tourist destination's brand identity. Slogans are a good indication of the tourism strategy followed by DMOs. A number of relatively common features were found when identifying slogan profiles. Differences among slogans were also found in some particular areas.