| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 102 === In 1950, there were only 25 million tourists traveled internationally, but that number hit on billion international tourists traveling the world in 2012. At UNWTO, we forecast this number to continue to rise. We expect a staggering 1.8 billion international tourists by 2030. Therefore, every destination was used tourism marketing to attract tourists more and more. However, the research on tourism slogans in tourism marketing is relatively insufficient. Due to this reson, the research objects focus on characteristics of tourism slogans of Asia’s country or areas and consumers’ responses.
The questionnaires were completed in Shih Hsin University, National Taiwan Normal University and National Taiwna University since Aug to Sep. Purposive sampling was used and 272 effective questionnaires were received. The result shows there were significant differences in unique selling proposition with consumers’ responses inculed brand awareness and destination image. And there were also significant differences in advertising appeal with consumers’ responses.
In term of destionation image, five countries included India, Indonesia, Korea, Taiwan-old, and Thiland have best effects with USP level 0 (our product is very good ) and emotional appeal. In recognition, there is Hong Kong has best effects with USP level 3b (Proposition gives a product attribute, but many state could claim the same attribute) and rational appeal. In recall, there is Hong Kong has best effects with USP level 0 (No proposition). Finally, baesd on the result of this research, relevant suggestions were put forward for researchers. It can be used for future development and related researches.
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