The creation of slogans for the international tourist destinations
Abstract
A tourist destination needs an unforgettable slogan to successfully position itself in a sector as competitive as tourism. This paper analyses international tourism slogans and the essential part they play in the creation and promotion of tourism brands. We examine the tourism slogans from 158 countries using six content analysis variables to enable direct comparisons with existing studies. Our findings confirm the established premise that successful tourism slogans tend to be comprised of short words and structurally simple. We also analyse the use of rhetorical devices in tourism slogans, the more common keywords, and the trend for slogans without verbs.
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