Abstract
ABSTRACTThis study conducts cluster analysis and discriminant analysis to analyze national tourism logos and slogans to determine intra-cluster similarities and inter-cluster differences of tourism marketing for Asia Pacific nations. The characteristics of tourism slogans and logos are distributed among six clusters: spiritual serenity, symbolic image, emotional flow, natural discovery, creative aesthetics, and cultural experience. The results of cluster analysis with tourism slogans and logos demonstrate integral attributes of each cluster and help potential tourists comprehend individual nation’s tourism resources with marketing strategy. Besides, the results also help tourism authority appreciate which main competitors are in the same cluster.
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