旅游目的地形象口号的公众征集:误区与思考

分析当前中国城市和地区普遍开展的通过公众征集的方式获得旅游形象口号的误区和问题，提出科学的旅游形象口号的形成，必须建立在形象调查基础之上，同时要区分旅游形象定位与旅游形象口号的区别，并要结合口号推广的时机和目标市场，使旅游形象口号具有较强的科学性与实效性。提倡从传播学、市场营销学、广告学、旅游地理学等多学科综合研究城市与区域的旅游形象问题。

Tourism Slogan Designing of Cities and Regions Through Public Collecting :Problems and Discussions

By analyzing the misunderstandings and problems in the public collecting process of dealing with urban or region's tourism slogans, the paper emphasizes the importance and necessity of place image investigation through scientific approaches. It is also important to realize the difference between the positioning of places and slogan designing of places. The effectiveness of slogans comes from the occasions and targeted markets in which the slogans are used and promoted in reality. In the last part of the paper, the author appeals to study tourist destination image from an integrated perspective based on the knowledge of communication studies, marketing, advertising and tourism geography.