ABSTRACT This study conducts cluster analysis and discriminant analysis to analyze national tourism logos and slogans to determine intra-cluster similarities and inter-cluster differences of tourism marketing for Asia Pacific nations. The characteristics of tourism slogans and logos are distributed among six clusters: spiritual serenity, symbolic image, emotional flow, natural discovery, creative aesthetics, and cultural experience. The results of cluster analysis with tourism slogans and logos demonstrate integral attributes of each cluster and help potential tourists comprehend individual nation’s tourism resources with marketing strategy. Besides, the results also help tourism authority appreciate which main competitors are in the same cluster.

中文翻译：

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分析亚太国家旅游营销口号和徽标的重要含义

摘要这项研究进行聚类分析和判别分析，以分析国家旅游徽标和标语，以确定亚太国家旅游营销的集群内相似性和集群间差异。旅游口号和徽标的特征分布在六个类别中：精神安宁，象征性形象，情感流动，自然发现，创意美学和文化体验。带有旅游标语和徽标的聚类分析结果证明了每个聚类的整体属性，并通过营销策略帮助潜在游客理解单个国家的旅游资源。此外，结果还有助于旅游当局了解哪些主要竞争对手在同一集群中。