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CHAPTER IINTRODUCTION

Necessity of This Study
In modem times, tourism is becoming a more and more important industry with the influenceof globalization. According to the statistics from the World Travel and Tourism Council, tourism isone of the world's largest industries today. In China，after nearly 30 years' developing，tourismbecomes one of the fastest growing industries. Since 2008 Beijing Olympic Games and 2010Shanghai World Expo successfully held in China, it has attracted a great many foreign tourists andhas entered into the international markets. As we all know, the strong international competition liesnot only in the quality of the tourism product, but also in the good image and internal culture of thetourist destination.Nowadays most tourist destinations in China endeavor to elaborately design their particularimages so as to transmit the cultures and attract more tourists. The unique image is always around atheme. It is shown in a tourism promotion slogan in public. To most tourists, a tourism promotionslogan is a communicative medium in introducing the unique tourism resources and cultures withthe least words. In order to stand out in the competing travel market, a tourism promotion sloganshould be chosen carefully. Today English has become a global language and is used in almost all international business.Tourism is no exception. Therefore the English versions of tourism promotion slogans have becomenecessary in the international publicity. For the tourist destinations in China，how to chooseappropriate English slogans that can not only be accepted by foreigners, but also show theuniqueness of Chinese culture, should be taken into consideration. That is to say how to selectappropriate promotional words to achieve the effective intercultural communication. Meanwhile,pragmatic failure is also supposed to be avoided as much as possible.This study is to analyze the linguistic characteristics and effectiveness of interculturalcommunication of the English tourism promotion slogans in China, It may provide usefulinformation for governments or organizations about how to select appropriate promotional words orexpressions to achieve effective intercultural communication in designing English tourismpromotion slogans.
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An Overview of Tourism Promotion Slogan
The word "slogan" originated from the Gaelic phrase ”dugh gairm” which means "battle cry"(Shi Chao，2007). In American Heritage Dictionary, a slogan refers to a phrase expressing the aimsor nature of an enterprise, organization，or candidate (AHD，1992). Similarly，Zhao Xin noted that"a slogan is a phrase or a sentence used to help form an identity，image，or position for a brand andis established in an advertisement or other public communication."In recent years，most governments and organizations have started to design the slogans for thetourist destinations with the burgeoning tourism industry. These slogans can be named as "tourismpromotion slogan" (hereafter TPS). Li Leilei described TPS as "a slogan which expresses theultimate positioning of the tourist destination image". Tourist destination image is what peopleknow about and evaluate the tourist destination (Li Shan & Wang Zheng, 2006), However, TPS cannot only position the tourist destination image, but also promote and spread the image to the public.Th本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。