Analysing tourism slogans in top tourism destinations

Abstract A tourism destination's slogan is an important tool in the development of its national brand. However, few studies have focused on this issue. Therefore, the main purpose of this paper is to examine the characteristics of 150 tourism destinations, considering three geographical levels: countries, regions and cities, and to evaluate them by means of content analysis. The study tests eight different items for each slogan adopted from previous studies. Findings reveal that slogans tend to be very simple and have an exclusive appeal, which comes from emphasising the affective component in the message.