The Effects of Associative Slogans on Tourists’ Attitudes and Travel Intention
研究了口号特征（极端性、具体性、关联性）如何影响游客对口号、目的地的态度及旅游意向，并发现认知需求和目的地熟悉度会调节这些关系。
The study tests a model that examines the influence of characteristics of associative slogans on tourists’ attitudes toward slogan, attitudes toward destination, and travel intentions as well as the moderating effects of the need for cognition and destination familiarity on these relationships. Findings reveal that extremity has negative effects on attitudes toward slogan, attitudes toward destination, and travel intention; specificity has a positive effect on attitudes toward slogan; and relevancy has positive effects on attitudes toward slogan, and attitudes toward destination. Need for cognition moderates the relationship between extremity and intention, relevancy and attitudes toward slogan and destination, and intention. Familiarity moderates the relationships between extremity and attitudes toward slogan, attitudes toward destination, and the relationship between relevancy and attitudes toward destination.