Design of an attention-grabbing destination slogan using the attenuation model

Qu, Yin, Cao, Limei and Xu, Faye (2020) Design of an attention-grabbing destination slogan using the attenuation model. Journal of Destination Marketing and Management. ISSN 2212-571X

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The ability of a slogan to attract attention is highly correlated with the quality of destination branding. The research field of destination slogans does not recognize this and has not focused on the attention factor. In this study, we developed and applied a framework of design guidelines for destination slogans using the attenuation model in cognitive psychology. A framework encompassing 10 slogan rules was developed according to the common attention tendency of human beings. The framework’s functions in enhancing the slogan noticeability and bridging the projected—perceived slogan gap were confirmed by evaluating Chinese destination slogans. This study is the first of its kind to systematically address the problem of attention-grabbing of slogans and to provide managerial guidance for designing attention-grabbing slogans.

Item Type: Article
Identifier: 10.1016/j.jdmm.2020.100415
Keywords: Destination slogan design, Attention, Attenuation model, Three-property tests
Subjects: Hospitality and tourism > Tourism
Depositing User: Faye Xu
Date Deposited: 05 Jun 2020 15:39
Last Modified: 28 Aug 2021 07:13


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