Portal de Periódicos da CAPES

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

2020; Elsevier BV; Volume: 19; Linguagem: Inglês

10.1016/j.jdmm.2020.100415

2212-5752

Ying Qu, Limei Cao, Feifei Xu,

Digital Marketing and Social Media

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. This study develops and applies a framework of design guidelines for destination slogans using the attenuation model in cognitive psychology. A framework encompassing 10 slogan rules is 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 are then confirmed by evaluating Chinese destination slogans. This study systematically addresses the problem of attention-grabbing of slogans and provides managerial guidance for designing attention-grabbing slogans.