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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...

Wang Ying; Huang Li; Li JiXin; Yang Yang
Routledge, Philadelphia, USA
Journal of Travel & Tourism Marketing, 2019, 36, 4, pp 415-427