基于USP理论的省区旅游口号评价

With tourism enter upon the stage of image communication, tourism slogan has become more and more important for the expression of tourism. Tourism slogan is the refining and poisoning of tourism destination image, it needs comprehensive evaluation from multiple aspects. The paper optimizes the improved USP(Unique Selling Proposition) theory which is proposed by Lee, the second class can be subdivided into 4 subclasses based on the 5 classes of division standard. And then divides 34 provinces' tourism slogans. The analysis shows that the first class of slogans are commendatory words, but do not reflect the proposition of the tourism destination image, such as Anhui, Jilin and Shanxi. The second class of slogans have common proposition, but not unique, such as Xinjiang, Guangxi and other 18 provinces. And then further subdivide 4 subclasses like "hidden intension, propositional, pan modification, weak association". The third class of slogans have unique proposition and do not consider the target market interest, such as Zhejiang, Hainan and other 8 provinces. Chongqing, Shanghai, Hongkong, Taiwan slogans belong to the fourth class, with prominent attraction and good propaganda effect which is worth learning. The fifth class of slogans have no special meaning and ambiguous, such as Macao. The paper gives the evaluation and suggestions for improvement based on the classification.