지자체 슬로건 내용과 메시지 유형에 관한 연구

The Study on Slogan & Message Types of Local Governments’ : Focused on Cases of Tourism Destination Bland Slogan

The internet is widely used in Korea today and that various Korean Local Governments have also created home pages and the internet profusely because of the presumed impact of the communication network on public opinion. To be effective, a bland slogan should be consistent with the purpose of the marketing tool. Therefore, if there is drastic change in a campaign’s purpose, it is usually wise to change the slogan also. It is useful to classify slogans according to their specific purpose. This study was attempted to analyze theoretically the factors about bland slogan and to investigate empirically the Korean Local Governments home page initial display. In order to achieve this goals, I surveyed against 246 Local Governments in Korea. At the results, I find a few results as follows. The result of this study showed that Vision presentation & Friendly to environment in Local Governments have more significant message types than Competitive advantage, Change & Improve pursuit, Welfare pursuit, Affective Response, Globalization message types, etc. And, “Hope, Dream & Future, Better Life, Happy” in order uses as key words. After analyzing this study, I found that bland slogans which is in Local Governments are to play very important role in tourism destination marketing as public relations tool, but some slogans proved to be inappropriate its use.