中文摘要：

旅游口号是旅游目的地营销或广告活动的重要战略.作为旅游目的地营销的核心主题,有效的旅游口号应该向市场传递目的地独特的销售主张.本文基于独特的销售主张理论,运用规范的内容分析法,对中国5A级旅游景区的旅游口号进行分类评价.研究结果显示,中国绝大部分5A级旅游景区的口号没有成功地传递目的地的独特销售主张.为增强旅游口号的有效性,独特销售主张应成为营销管理者设计旅游口号时首要考虑的原则,以达到充分传达景区的独特价值、吸引旅游者的目的.

英文摘要：

The tourism slogan is considered as an imperative strategy for the marketing or advertisement of tourist attractions. The tourism slogan, core of marketing, should successfully deliver USP. This study employed the normative content analysis method to research the characteristics of the tourism slogans of China＇s 5A rated tourism attractions based on unique selling proposition （USP） theory. It should be understood that the majority of tourism slogans of the 5A rated tourism attractions could not deliver USP. To enhance the effectiveness of tourism slogan, unique selling proposition should be the primary principles when marketing managers design tourism slogan in order to fully convey the unique scenic value and attract tourists.