Asean tourism slogans: assessing emotional distinctiveness through lexical database analysis

Oktadiana, Hera, and Pearce, Philip L. (2018) Asean tourism slogans: assessing emotional distinctiveness through lexical database analysis. In: Proceedings of the 28th Annual Council for Australasian University Tourism and Hospitality Education Conference. pp. 190-204. From: CAUTHE 2018: 28th Annual Council for Australasian University Tourism and Hospitality Education Conference: get smart: paradoxes and possibilities in tourism, hospitality and events, 5-8 February 2018, Newcastle, NSW, Australia.

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Abstract

The significance of tourism within the ASEAN region is recognised by multiple stakeholders. Presenting and promoting a distinctive image of tourism is a common agenda across the ten ASEAN nations. The aim of this study is to document and interpret the emotional connotations of ASEAN tourism slogans. Arguably, such messages provide an initial guide to the appeal and competitive advantages of each individual country. The study is underpinned by considering key ideas on destination positioning and the lexical analysis of emotions. By mining archival resources about word frequencies, synonyms and meanings, the positions of the slogans in an emotion space originally developed by Plutchik were compared and plotted. Joy, admiration and ecstasy were the dominant emotional connotations of most slogans.

Thailand and Malaysia have the most distinctive tourism slogans, followed by Vietnam and Laos. Expressions used in the slogans for these four nations overlapped less with other countries across the families of emotion words.

Item ID: 60613
Item Type: Conference Item (Research - E1)
ISBN: 978-0-9945141-2-7
Keywords: Tourism slogans, ASEAN tourism, Lexical analysis, Emotion maps, Destination distinctiveness
Date Deposited: 15 Oct 2019 02:36
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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