국제회의 도시의 목적지 브랜드 슬로건 - 관광·컨벤션 웹사이트의 슬로건 분석을 중심으로- (International Meeting Cities‘ Destination Brand Slogans : An Analysis of Slogans in the Tourism · Convention Websites)

서지정보

· 발행기관 : 한국관광연구학회
· 수록지 정보 : 관광연구저널 / 26권 / 4호 / 27 ~ 43페이지
· 저자명 : 이혜련, 윤유식

초록

This study investigates and analyzes the destination brand slogan focusing on top international meeting cities. Data were collected from official tourism and convention websites of 120 cities which hosts more than 100 international meetings in 2005-2009. Forty-eight destination brand slogans were identified and analyzed. Specifically, the researchers attempt to explore branding practices of destination management organizations at the city level through the analysis of linguistic and visual expressions, and contents of the slogans. Results indicated that most slogans adopted phrase or word patterns, but they didn't use rhetorical expressions such as antithesis and contrast, alliteration and rhyme, simile and metaphor. However, many slogans adopted rhetorics and semiotics in visual expressions in terms of colors, forms and images. The findings indicate that many slogans' communication messages have positioning themes on the basis of destination's cultural attractions. The study also found that most destinations were represented with brand personality dimensions such as excitement and competence.

영어초록

This study investigates and analyzes the destination brand slogan focusing on top international meeting cities. Data were collected from official tourism and convention websites of 120 cities which hosts more than 100 international meetings in 2005-2009. Forty-eight destination brand slogans were identified and analyzed. Specifically, the researchers attempt to explore branding practices of destination management organizations at the city level through the analysis of linguistic and visual expressions, and contents of the slogans. Results indicated that most slogans adopted phrase or word patterns, but they didn't use rhetorical expressions such as antithesis and contrast, alliteration and rhyme, simile and metaphor. However, many slogans adopted rhetorics and semiotics in visual expressions in terms of colors, forms and images. The findings indicate that many slogans' communication messages have positioning themes on the basis of destination's cultural attractions. The study also found that most destinations were represented with brand personality dimensions such as excitement and competence.

참고자료

· 없음