Marketing national tourism logos and slogans: scale development and validation

Tourism logos and slogans play a crucial role in national branding and international tourism marketing. This study aims to develop a scale to evaluate the key attributes of tourism logos and slogans, emphasizing national tourism resources and development. Exploratory factor analysis is conducted to facilitate measurement purification and confirmatory factor analysis is performed to enhance the measurement verification. Six factors for marketing tourism logos and slogans are identified and labeled: enthusiastic, symbolic, natural, imaginative, inspiring, and enjoying. Theoretically, the development of scales for tourism logos and slogans improves a deeper understanding of which attribute categories a country's tourism promotion efforts are most inclined towards. Pragmatically, the study's findings aim to emphasize the vital attributes of impactful tourism logos and verbal slogans, which play a significant role in advancing national tourism marketing within the fiercely competitive international media landscape.