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

Ying, Qu, Limei, Cao and Xu, FeiFei (2021) Design of an attention-grabbing destination slogan using the attenuation model. Journal of Destination Marketing & Management, 19 . p. 100415. 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.

Keywords:destination slogan design, attention, Attenuation Model, three-property tests
Subjects:N Business and Administrative studies > N840 International Tourism
N Business and Administrative studies > N800 Tourism, Transport and Travel
Divisions:Lincoln International Business School
ID Code:40143
Deposited On:27 Jul 2020 15:48

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