ABSTRACT
Tourism slogan is an important part of destination branding and marketing. This study uncovers the mechanism of tourism slogans on travel intention based on USP theory. Study 1 utilizes a content analysis to quantify China’s 5A-class tourist resorts’ slogans by applying USP (Unique Selling Proposition) criteria. Study 2 tests a moderated mediation model to explain the mechanism of tourism slogans’ effectiveness measured by these USP levels. Results show that slogans’ USP levels have a significant positive effect on travel intention through mental imagery, and this relation is moderated by fantasy proneness. Findings provide useful insights for practice and future research.
Disclosure statement
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