Research On The Mechanism Of Provincial Tourism Slogan Transmission Based On The Principle Of “filter-attenuation”

Tourism slogan is an important part of tourism brand building.Tourism Slogan not only can quickly respond to the changes of market demand,but also can show visitors a three-dimensional image of the destination."Hospitality Shandong","Beijing welcomes you","colorful Yunnan",the creation of a successful tourism slogan outlines the beautiful picture of regional scenery.However,in the current market,tourism slogan designing and publicity remain unhappy.Vulgar solgan,without enough publicity and other situation are important reasons of dragging the tourism slogan.The slogans cannot attract visitors and motivate the visitor to purchase.This paper mainly uses the content analysis method,the questionnaire survey method,the comparative research method and the empirical research method,taking the "filter-attenuation" theory as the research foundation.First,the concept and function of the tourist slogan are discussed.Then,the paper studies the slogan in the dissemination of the four major barriers: "contact barrier" "cognitive barrier" "personality barrier" and "objective barrier." The questionnaire of "sunshine Hainan vacation paradise" was used as case study,and SPSS19.0 software was used to analyze the reliability validity,regression analysis and difference analysis respectively.The way to overcome the four barriers was put forward.Finally,this paper examines how the tourism slogan can be updated according to the tourism brand strategy and the change of the market environment.The main conclusions drawn are as follows:First,the concept and the role of tourism slogans.A tourism slogan is a phrase used to convey descriptive or persuasive information about the brand.Tourism slogan can not only help external publicity,it can also help to enhance the identity of the tourist destination by community participation.Besides that,it plays an important role on attracting tourists,distinguish from other tourist destinations,and show its competitive advantage.Second.the spreading mechanism of tourism slogans.Tourism slogans successfullyaffecting the tourists' behavior need to go through four barriers: contact barriers,cognitive barriers,personality barriers and objective barriers.(1)Contacting barrier: The majority of the current tourism province is of low visibility,and many tourism slogans are not known to tourists.Visitors get to know the slogans mainly from the TV media,mobile phones and Internet information.In order to break through the contacting barrier,the tourism destination should increase the transmission of slogans.(2)Cognitive barrier: The paper studies the relationship between the language characteristics,cognitive characteristics,perception and the action level of tourism slogan.Language features and cognitive characteristics can positively affect people's perception of tourism slogans.Language features,perception also positively impact on the action level of tourism slogans.In that case,a slogan that can stimulate the interest of tourists do have some common in the language features and cognitive characteristics.(3)Personality barrier: Breaking the personality barrier,the destination needs to understand their own tourism market,seizing the market segment,positioning according to characteristics of market segments Different consumer groups will have different perception.(4)Objective barrier: The objective barrier mainly lays in tourism attractions and tourists the two directions.From the aspect of tourism destination,the so-called objective conditions is that the tourism attractions should be provided with tourism slogan in line with the services and resources.Tourists can enjoy the true service and products,which will increase the tourists satisfaction.Last,Long-term maintenance and change management of tourism brands.Travel slogans in a certain period of time need to be stable,but this does not mean that the slogan should not be changed.Based on the provincial tourism destination development cycle,tourism brand strategy and market environment changes,Slogans need to be updated in a timely manner.The innovation of this paper lies in the following aspects: This paper studies the mechanism of tourism slogan's spreading through the principle of "filter-attenuation",analyzing the tourism slogan from designing to communication.It also combines the change management of tourism slogan in the process of development.From the new overall perspective,the paper provides the new ways of tourism spreading to provincial tourism destination based on the scientific research.