Tourism slogans – Towards a conceptual framework
| Autor: | Steve Pan |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Uncertainty avoidance
Strategy and Management 05 social sciences Transportation Advertising Development Affect (psychology) Brand image Conceptual framework Tourism Leisure and Hospitality Management Slogan 0502 economics and business 050211 marketing Hofstede's cultural dimensions theory Valence (psychology) Psychology 050212 sport leisure & tourism Tourism |
| Zdroj: | Tourism Management. 72:180-191 |
| ISSN: | 0261-5177 |
| DOI: | 10.1016/j.tourman.2018.11.023 |
| Popis: | This paper perused extant literature to develop a conceptual framework for tourism slogan analysis. Brand image, leisure motivations, and cultural dimensions were identified to influence the creation and effects of brand slogans. Based on this framework, the author further explored the affect levels of 134 national tourism slogans through the application of ANEW (Affective Norms for English Words). Three clusters of tourism slogans were identified based on their valence and arousal scores listed in ANEW. Moreover, the cultural dimension of Uncertainty Avoidance was found to be negatively correlated to valence and arousal levels of tourism slogans. Theoretically, the contribution of this paper lies in its application of affect levels of words to make possible multivariate analysis and visualization of tourism slogans. Pragmatically, the application of ANEW in this paper offers a guideline on choosing desirable affective words in creating tourism slogans. |
| Databáze: | OpenAIRE |
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