State Slogans: The Case of the Missing USP.

State tourism advertising slogans fail to communicate Unique Selling Propositions (USP). This is mostly due to the fact that states themselves are geologically and culturally diverse entities whose many and diverse appeals cannot be captured in a single slogan. We make two basic recommendations to remedy this. First, we recommend breaking states into smaller regions that can legitimately present a unique selling position to prospective tourists. Second, we recommend that geologically and culturally similar regions in adjoining states band together in strategic alliances in order to share advertising expenses and reduce unnecessary advertising clutter. Both suggestions require at least some decentralization of state tourism bureaus. [ABSTRACT FROM AUTHOR]