旅游品牌定位外文翻译文献
旅游管理中英文对照外文翻译文献
中英文对照外文翻译(文档含英文原文和中文翻译)Tourism and the Environment: A Symbiotic RelationshipNowadays, with the improvement of people's living standards and the pursuit of higher spiritual life, tourism is developing rapidly, and it has an increasing proportion in the national economy. Tourism is getting more and more people's attention, followed by the impact of tourism on the ecological environment.The vigorous development of the tourism industry has multiple effects on the environment. They are both positive and negative. In order to adapt the development of tourism to the capacity of tourism resources, and promote the coordinated development of environment protection and tourism, and this paper will state the impact of tourism on the environment from three aspects:1 The negative impact of tourism on the environment;2 The positive impact of tourism on the environment;3 The countermeasure to against the negative impact of tourism on the environment.Tourism development can put pressure on natural resources when it increases consumption in areas where resources are already scarce.The negative impact of tourism on the environmentNegative impacts from tourism occur when the level of visitor use is greater than the environment's ability to cope with this use within the acceptable limits of change. Uncontrolled conventional tourism poses potential threats to many natural areas around the world. It can put enormous pressure on an area and lead to impacts such as soil erosion, increased pollution, discharges into the sea, natural habitat loss, increased pressure on endangered species and heightened vulnerability to forest fires. It often puts a strain on water resources, and it can force local populations to compete for the use of critical resources.1,Tourism causes the environmental pollution.When tourism products are manufactured during the production, it`s adverse to environmental impacts. At first, the development of tourism resources, improper planning of tourist construction, such as opening the way in mountains and destroying the wild plants freely; it will break the completeness of the coordination of ecological environment. The second is in the process of construction of tourist accommodation, the supply of water, electricity and other energy is in disorder. Waste water, waste gas and rubbish are not be cleaned timely, so these will be forming the ecological environment pollution.2,Tourism products affected adversely in consumption process.The most obvious phenomenon is that tourism products in consumption process impacts on the ecological environment pollution and destruction of ecosystems. Tourism products have direct contamination and indirect contamination for the environment of the tourist area.Direct contamination means the tourist’s pollution is generated by tourism activities, such as the sewage left by tourists, feces, garbage, waste bottles, waste paper, cans and other pollution on the ecological environment.Indirect contamination means the pollution of the atmosphere. Tourism can`t be separated from traffic. Transporting tourists from the residence to the scenic is necessary, and a variety of vehicles pour in, the air is full of automobile exhaust. The automobile exhaust is not only polluting the air, but also extremely is harmful to the human body. In addition, the acid rain has already leaded lots of trees to die in some areas. The decline in the quality of the environment embarrassed our environment.3,Historical and cultural heritage have been to damage to varying degrees.Driven by the economic interests, some notable tourist resorts are overload of tourists or made unauthorized construction, it will make a number of precious historical and cultural heritages, such as the unique monuments, natural environment and human landscape suffered destruction. Carving, graffiti, touching artifacts freely and discarding the litter arbitrarily will directly or indirectly lead to the destruction of the heritage. The example is too numerous, like on the walls of the palace in the Forbidden City, some flagstone walkways, the walls of theancient Great Wall and the tower also have tourists uncivilized blot.4,Traditional culture is simple.Rough business culture makes the connotation disappear and the degradation of the art form. In order to obtain economic benefits and cater to the need of tourists adventures, lots of tourist areas have to be given up traditional social, spiritual significance and artistic meaning. Changing the traditional forms of art and design freely lead the traditional culture to rough and simple commercialization. Traditional folk celebrations will not be held at specific time and specific place with specific manner, and it just be held by tourism demand anytime at anywhere, just like these celebrations` existence is based on the tourists demand rather than local social life. Local hand-making products with characteristics of local culture are turning to meet the need of public markets. Mass production and gradually moving towards the shoddy make the loss of traditional art and value.5,Directly or indirectly lead the moral standards in the tourist resort to decline.Tourists around the world have different moral values and way of life. Negative tourists` decadent consciousness and lifestyle can easily make some tourist area residents to lose the virtue of simplicity. It induces desire for venality and worship of money, which ruins the local social climate and affects the stability of the social order. Tourism makes environmental pollution and destruction, which almost is occurred in the process of tourism development, construction and tour operation. Tourism, as a source of pollution and industrial pollution, has "three wastes" in facilities` emissions, which is waste gas, waste water, and waste ballast. The inappropriate layout also causes environmental pollution.6,The pollution on the environment has two aspects of tourism: tourism supply-side and tourism consumers.The environmental pollution of tourism consumers is occurred in the flow of tourists, such as the large population bring crowded and confusion, destructive behavior on the environment, trampling by a large number of the population makes the soil changing, temporary stay of too many people bring exceeded production and living materials consumption and energy use, the atmospheric pollution, noise pollution and visual pollution. Analysis form the tourist point to view environmental pollution, it can be seen that tourism, as a source of pollution, has its own particularity unlike other pollution sources.People who come to enjoy the scenic beauty often litter the places with polythene and left over food without thinking about its adverse impact on the environment. The Dal Lake which was once pristine has lost its nature due to tourist pressure and is now covered with animal carcasses, sewage and weeds. The lake has shrunk as it was unable to handle the pollution caused by constant tourist influx.Tourism industry often involves construction of hotel and lodges. These lodges are created near or on the banks of a lake or a river. The sewage water flows into lake water or sea, polluting its marine ecosystem. Hotel owners who have vested commercial interests does not even take into account the unfavourable consequences on environment. Construction of jetties alters the wave pattern of the lake depositing silt in it. Introduction of mechanized boards to cash in on tourists damages the flora and fauna of ecosystem as the both leave tresses of oil, petrol and diesel in the water. (Roy, 2010)“EDUCA TION - tourists provide an endless supply of people from around the world that can be targeted and educated on everything from forest stewardship to local history and plans for the future.FUNDRAISING - a tourist provides an easy target for fundraising. Tourists pay fees for everything from camping sites and park entry fees, to licenses for fishing and hunting. The more tourists in a controlled area, means the more money that can be collected for things like education, policing and maintenance of national wilderness areas.ACTION - tourists visiting an area do so for many reasons. Maybe they are looking for someplace quiet where they can commune with nature or perhaps they want to see a piece of history. Whatever the reason, when that tourist returns home, s/he will remember the experience and may feel compelled to do something positive for the environment to help save that area.” (Stushnoff, 2009)For example: Physical Environment impact on tourism.Tourism has effects beyond the fuel burnt simply getting on holiday in the first place and many of them are much more immediately visible than the more sinister and intangible threat of emissions. In many places, the physical environment can be heavily affected by the passage of tourists, especially for popular destinations, where the sheer weight of numbers of people visiting can simply prove too much. Often as a tourist venue becomes better known, a round of building work follows the accompanying expansion of the original settlement, usually to the detriment of the local environment – which can often have been the reason for its popularity in the first place. More hotels and more restaurants inevitably mean more strain on the local infrastructure, but they also mean more light pollution too. This is not simply about no longer being able to see the stars so easily. In some parts of the world – the Greek Islands being a well-known case – restaurants along the beaches are very popular tourist draws, but their light-spillage confuses hatching sea-turtles. The young hatchlings are programmed to head for the brightest thing they can see head for the brightest thing they can see –– in nature, the water’s edge –in nature, the water’s edge – and safety. When they and safety. When they follow their age-old instinct today, they are as likely to be heading in exactly the opposite direction direction –– and Tavernas offer no refuge from cats or predatory gulls. (Evans, 2012)The positive impact of tourism on the environment:In order to survive and develop, people always need to exploit natural resources. Lots of development activities on the environment is damaging the environment`s health, but orderly tourism activities can be part of the sustainable use of natural resources, and reduce the ecological damage of resource development. The healthy development of the tourism industry to promote environmental protection mainly has following aspects.“The International Ecotourism Society has defined Ecotourism as the “responsible travel to natural areas that conserves the environment and improves the welfare of local people”. The Australian Commission on National Ecotourism Strategy defines ecotourism as”nature as”nature-based tourism that involves education and interpretation of the natural environment -based tourism that involves education and interpretation of the natural environment and is managed to be ecologically sustainable”.In modern times, eco tourism has been expected to help in achieving the following also: involve travel to natural destinations, minimize impact on natural resources, build up environmental awareness, provide impetus and financial support for conservation, financially benefit and empower local people and inculcate respect for local culture.” (Parameswaran, 2012)1,The healthy development of the tourism industry can promote the launching of the environmental protection.Optimizing the industrial structure and protecting of the ecological environment.Rational plan for the healthy development of the tourism industry can replace resource consumption and heavy pollution of traditional industries to achieve the purpose of reducing pollution emissions. Some agricultural regions return farmland to forests, wood to grass and field to lake. On the one hand, local farmers receive more income; on the other hand, these measures can protect the environment and maintain the ecological balance.2, Improve the Environmental Quality.Obviously, one of the foundations for the development of the tourism industry is to have a beautiful and high-quality environment, no tourist wants to go to a place with very bad ecological environment. Tourists want the pure air and water quality, beautiful environment and ecology, green forest and earth. All of these will supervise the tourism management regulate the tourism development mode and improve the quality of green tourism products and development projects of the environment, such as planting more trees in the tourist area, closing forest and raising flowers. All these measures means the rise of the of tourism ecological environment quality.3,Improve the infrastructure and service facilitiesTourism development can improve the local infrastructure, such as airports, railwaystations, bus stations, roads, communications, water systems and sewage treatment systems. It also can contribute to the building of local entertainment, scenic attractions, accommodation and catering services, so as to improve the standards of the local economy and the living environment for local people.4,Protect the environment, natural landscapes and historical monuments.Good environment, natural resources and precious cultural relics are important factors to attract tourists. In order to attract more tourists and increase their level of satisfaction, many scenic areas, wildlife areas, and historical and cultural monuments are developing, we also concern about the issue of environment protection. Lucrative tourism can raise funds through appropriate tourism development; and these funds can be put into the construction of tourism environment, so as to make the Scenic environment and wildlife areas receive better protection, the maintenance and restoration of historical and cultural monuments.5,Beautify the living habitat environment.The development of tourism promotes to green the land and environmental cleanup, and to get the efficacy of beautification of the living environment. During the tourism development process, promoting afforestation, developing the horticultural projects or the design and construction of ecological building and expanding green area, air pollution, noise pollution, water pollution, garbage pollution and other environmental problems can be controlled forcibly, like the Nanjing Confucius Temple, the majority cultural heritage of the Ming and Qing Dynasties, reflects the history and culture of China. For many years, the water quality in Qinhuai River is poor and serious pollution, almost everyone know the dilapidated houses by the river`s two sides. In recent years, this region emphasis on the natural environment restoration and improvement of the river ecosystem in the tourism development process, Nanjing citizens take some action, such as river regulation and waste collection, through the implementation of renovation projects, seek the greening of the Qinhuai River, purify and beautify the riverbanks to re-experience the the Qinhuai clean water and better living environment.6,Strengthen people's awareness of environmental protection.Tourism environmental protection, as a systems engineering, requires government tourism management department, department of tourism operators, residents and tourists to participate. Good tourism promotion of government travel management department can improve the tour operator, environmental protection consciousness of destination residents and tourists.A good environment is an important requirement for tourism development. Tourism development can bring good economic benefits, and help local people out of poverty andbackwardness. After appreciating the good environmental benefits to produce their life, people's environmental awareness will be enhanced unprecedented.For tourists, the travel is a short-term way of life. It`s a kind of longing of escaping their day-to-day working and living environment to the unfamiliar environment. Good tourism activities are impressed, and the beautiful environment let them to beautify our environment and feel the close relationship between the environments and improving the quality of life, finally we should to promote environmental awareness and focus on environmental protection. In fact, in recent years, understanding the nature, observing the nature and the opportunity to experience the nature is popular. These activities will let them realize that the natural environment is the source of beauty and the basic conditions of human beings to create a better life; they can feel aesthetic pleasure during the natural process. The tourists will feel grateful of plants and trees of nature and bound their travel behavior, and to raise awareness of environmental protection.Environmental management departments and the tour operator sector also constantly aware of the importance of the environment during the process of planning and development of tourism projects. It is the basis for the survival of the tourism industry and an important factor for sustainable development of tourism. Government should take all the measures to protect the natural environment, advance environmental protection planning in tourism planning, and take measures in accordance with the importance of the different levels of management with graded protection. The positive interaction between tourism development and environmental protection concept is gradually able to establish and implement.Tourism to Local DevelopmentTourism could have a tremendous beneficial impact on local economies, but many hotels source their food and cleaning products from abroad rather than purchasing them from local producers. An Oxfam study found that hotels in St. Lucia imported more than 70 percent of their produce every year. Local farmers cannot compete internationally and have suffered from a decline in the banana trade, but Oxfam and other organizations are encouraging hotels to source food from local farmers, and by doing so keeping the tourist income within the community and supporting farmer's efforts to diversify their crops. For some hotels and restaurants, shopping locally adds a more authentic flavor to the products that they offer tourism and is a selling point in itself. For example, the Ocean Terrace Inn in St. Kitts prides itself on serving food made using locally sourced ingredients.Tourism to the environmentTourism can be harmful to the environment in a variety of ways. Cruise ships sailing through the Caribbean dump waste into the sea; one 2002 study found that a ship carrying2,000 passengers and 1,000 crew generated the same amount of waste as a small city. This waste, including oil residues, harms marine ecosystems, including coral reefs. Groups such as the Caribbean Tourism Organization are promoting more sustainable tourism projects that attempt to reduce the impact of tourism on the local environment, while the United Nations' Caribbean Environment Program supports this effort with the Cartagena Convention. The Convention aims to protect the Caribbean's delicate marine environment by establishing a series of protocols on combating oil spills, creating protected areas and dealing with pollution from the land. (Media, 2002)The countermeasure to against the negative impact of tourism on the environment.1,Cleaning the contaminated tourism ecological environment.It is necessary to clean the contaminated tourism ecological environment; regardless of t he reason for the pollution is tourism and non-tourism. There must be effective control measur es for the development of tourism in the tourist area in order to fundamentally clean up the are a. For instance, relocating the polluting factories in the tourist area and prohibiting the develo pment of industrial pollution.2,Reconstruction of the ecological environment has been destroyed.In the existing tourist areas and developing tourist area, if a part of tourism ecological en vironment has been damaged, it is affecting the entire aesthetic characteristics of the ecologic al environment. It should be doing construction in the region corresponding ecological enviro nmental. For example, if the tourist area water is contaminated, it should be cleaned up; if the area is lack of green plants, it should be planted. During the reconstruction of the ecological e nvironment, the environmental characteristics of the area should be noticed. It is important to maintain stable ecosystem. So the green plants should be selected to the benefit of the tourist area.3,Application of the tourism ecological environment capacity theory.The destruction and pollution of tourism activities should be avoided. In tourism plannin g and management, tourism overload is the fundamental reason to the tourism pollution of eco logical environment. Tourism activities undermine the development of the tourism industry. S o the tourist ecological capacity should be appropriately controlled during the tourism develop ment and management.4,To take the necessary measures to slow the ecological environment destruction.The sudden natural destruction of tourism ecological environment can be forecasted, but cannot be avoided. But the destruction of nature can be mitigated by certain measures, such as offsite migration of rare and endangered flora and fauna protection, artificial reforestation an d so on.So if one wants to enjoy nature one must preserve it, otherwise all the exotic destinations will become extinct and the world will not be a beautiful place to live in. Eco friendly tourism should be promoted all over the world and if marvels of nature should be preserved, tourism should take into account the principle and process of sustainable consumption.旅游和环境:一个共生关系如今如今,,随着人民生活水平的提高随着人民生活水平的提高,,追求更高的精神生活追求更高的精神生活,,旅游业发展迅速旅游业发展迅速,,在国民经济比例不断上升。
外文翻译--中国游客新的旅游目的-品牌
本科毕业论文外文翻译外文题目：Brands as Destinations –The New Tourism Objective for Chinese Tourists出处：Trends and Issues in Global Tourism 2009，Part 6, 165-181作者：Monika Echtermeyer原文：Brands as Destinations –The New Tourism Objective for Chinese TouristsThe Prerequisites and Benefits of a Strong (Hotel) BrandThe same rules apply to both brands in the hotel business and brands of other consumer goods industries：“A brand is a name, term, sign, symbol, or design, or a combination of these elements that is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”.Or put differently; brands are crash barriers in the confusing supermarket of messages that assist and guide customers, fulfills their emotional wishes and unburden them. In our complicated world, our culture of abundance, customers are looking for preferably easy solutions to problems.For example; an easy solution for Chinese guests checking into a hotel after a long journey would be to offer them a “pillow menu”, allowing each guest to choose their preferred pillow (thick, medium, thin) to suit their individual sleeping needs. This easy and economical solution to the problem goes beyond the core proposition (bed/standard pillow) and adds value for the visitor.For suppliers, a brand is a promise made to the customer, which at the same time equates an obligation to adhere to the promise of the brand (in line with the core benefits and additional benefits). Suppliers can generally benefit greatly from brand management as the following figure indicates.Creating a brand is not difficult. The challenge is to make it strong and well-known,so that it works in practice and actually gets recognized. There are numerous brands in the hotel business，but only a few have managed to establish themselves worldwide.Prerequisites, Challenges and Benefits of a Strong Destination BrandThe same principles do not apply to brands of destinations as to those of the hotel industry or other consumer-goods industries. Ritchie and Crouch(2003)defined destination brands as follows: “A destination brand is a name, symbol, logo, work mark or other graphic that both identifies and differentiates the destination; furthermore it conveys the promise of a memorable travel experience that is uniquely associated with the destination; it also serves to consolidate and reinforce the recollection of pleasurable m emories of the destination experience”. Positioning tourist destinations in terms of emotional dimensions is better in the majority of cases than concentrating on the objective core benefits, as the ranges of products and services offered by different regions nowadays are often very similar. The specific emotional benefit must be expressed by its positioning, thereby differentiating a destination from its competition. Knowledge of the region’s core competences is thereby crucial, for example: The Austrian national tourist office, Österreich Werbung (ÖW), introduced a paradigm shift a few years ago and changed the product-orientated marketing strategy to one creating a sense of identity. ÖW was the first European NTO to promote values rather than themes. Austria positioned itself as the “world’s most charming holiday destination”. They implemented these values through “story telling,” using two “charming penguins” called Joe and Sally. However, using two penguins as mascots for Austria was not as successful as expected. Particularly since there is not a single wild penguin in Austria, and tourists certainly do not associate Austria with penguins.Once a supplier has established a brand and is better-known than its competitors, it is vital to maintain this advantage and expand on it. In this process, new products should not be developed from the company’s perspective but should rather be consumer-orientated, following the motto: “It is not the fisherman that should savorthe bait, but the fish”.Brands are most important in the extreme ends of the market; that is to say, in the low budget sector and in the luxury sector, although they have differing functions in each. In the low budget sector, a brand offers safety and the customer avoids any nasty surprises. Low budget brands are usually highly standardized. In the luxury sector, however, brands are seen as status symbols and therefore cannot be uniform. Although the brand guarantees certain basic standards, guests expect different hotels of a chain to be individually designed, and that a Ritz Carlton in Los Angeles looks different to a Ritz Carlton in Shanghai.:The brand name and the brand image should be unmistakable and suit the target group. The brand name and image in turn determine the product and the value of the brand.Cultural and Economic Reasons for Chinese Tourists’ Brand ConsumptionBrands are an area of conflict between globalised economic values and no globalised diverse cultural aspects. As a result, brand awareness has varying characteristics, dependent on culture.Experts talk about the existence of a clear East West divide : Eastern Europe has been affected by the extended absence of western branded goods. This is why well-established and distinguished (western) brands, which embody personal status, enjoy great significance. This also applies to hotel brands and will remain the case for some time.However, it is impossible to speak generally and sweepingly of ‘Chinese brand preferences’. China is a vast land with 1.3 billion people, who se local culture, industrial structure and consumer buying habits vary considerably from one province to the next. European tourism managers in marketing should therefore not speak about ‘Chinese tourists’ in general, but should develop an understanding of the varying interests and desires of tourists from the particular provinces. The source markets Beijing, Shanghai and Guangzhou are the three cities with the most accurate characteristics of the Chinese outbound market. More information on this can be found in a study by the World Tourism Organization 2003, titled ‘Marketing onChinese outbound tourism’.In conclusion, one could say that the development of a brand image is highly important in future competition, whether it be in the Chinese, Indian or Russian markets, or any other for that matter. It is of particular relevance for the first-time customers. Every country has particular products, symbols or characteristics that define the brand image of the country and as such act as export produce in the tourism industry. Successful tourism offers are always simple solutions in our society of abundance. They recognize the slightest conscious and unconscious desires of the consumer; they gear themselves according to intangibles, i.e. untouchable things such as brand value, needs and wants of the customer, and integrate them into attractive products. The key to becoming a successful brand-company or destination should be identifying the future market potential, and continually converting this into innovative intangibles.译文：中国游客新的旅游目的-品牌先决条件和强大品牌（酒店）的优点同样的规则适用于无论是在酒店业的品牌和其他消费品行业的著名品牌。
在线旅游外文文献翻译最新译文资料
在线旅游外文文献翻译最新译文资料The online travel industry。
which combines tourism and the。
has unique features that distinguish it from XXX industry。
and as society advances。
it has XXX commerce to create a new economic form - electronic commerce。
This has XXX accelerates。
online travel services and their business models have also XXX.2 The business model of online travelThe business model of online travel is based on the。
and merce。
It is a customer-centric model that provides users with a -shop for travel-related services。
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Online travel agencies (OTAs) have emerged askey players in this industry。
with their business models XXX pricingXXX.3 Business model XXXIn recent years。
online travel companies have been innovating their business models to stay ahead of the n。
One ofthe key XXX of social media into their platforms。
旅游文献资料中英文外文翻译
旅游文章Passage One天下绝景气吞云梦——黄鹤楼The Imposing Yellow Crane Tower黄鹤楼雄踞长江之滨，蛇山之首，背倚万户林立的武昌城，面临汹涌浩荡的扬子江，相对古雅清俊晴川阁，登上黄鹤楼，武汉三镇的旖旎风光历历在目，辽阔神州的锦绣山河也遥遥在望。
由于这独特的地理位置，以及前人流传至今的诗词、文赋、楹联、匾额、摩岩石刻和民间故事，使黄鹤楼成为山川与人文景观相互倚重的文化名楼，与湖南岳阳楼、江西滕王阁并称为“江南三大名楼”，素来享有“天下绝景”和“天下江山第一楼”的美誉。
Located on the top of Snake Hill, the Yellow Crane Tower stands against Wuchang, faces the vast Yangtze River and the elegant Qingchuan Pavilion. Ascending the tower, you can enjoy the beautiful scenery of Wuhan. Thanks to its unique geological location, and the poems, prose, couplets and folk stories, the Yellow Crane Tower is reputed as one of the “three famous towers south of the Yangtze River”. It enjoys such titles as “best scenery under heaven” and “the first tower under heaven”.关于黄鹤楼因何而建，流传下来很多的传说，这就更给黄鹤楼增加了几分神秘色彩，引得无数人景仰。
传说一：一千多年前，有位姓辛的老人在蛇山上开了酒店，常客中有一道士，回回喝酒不买酒菜，只用随身带着的水果下酒。
旅游品牌定位外文翻译文献
旅游品牌定位外文翻译文献旅游品牌定位外文翻译文献旅游品牌定位外文翻译文献(文档含英文原文和中文翻译)原文：Destination brand positions of a competitive set ofnear-home destinationsAbstract: Although the branding literature commenced duringthe 1940s, the first publications related to destination brandingdid not emerge until half a century later. A review of 74destination branding publications by 102 authors from the first 10 years of destination branding literature (1998(1998––2007)found at least nine potential research gaps warranting attention byresearchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have beensuccessful in enhancing brand equity in the manner intended in thebrand identity. The purpose of this paper is to report the resultsof an investigation of brand equity tracking for a competitive setof destinations in Queensland, Australia between 2003 and 2007. A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time.A key implication of the results was the finding that there was no change in brand positions for any of the five destinations overthe the four four four year year year period. period. period. This This This leads leads leads to to to the the the proposition proposition proposition that thatdestination position change within a competitive set will onlyoccur slowly over a long period of time. The tabulation of 74 destination branding case studies, research papers, conceptual papers and web content analyses provides students and researcherswith a useful resource on the current state of the field.brand equity;Keywords: Destination branding; Consumer-basedShort breaks; Destination image; Destination positioning IntroductionA brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods from those of competitors.Destination branding is the set of marketing activities that (1) support the creation of a name, symbol, logo, word mark or othergraphic that readily identifies and differentiates a destination;that (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; that(3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that (4) reduce consumer search costs and perceived risk. Collectively, theseactivities serve to create a destination image that positively influences consumer destination choice.Branding is therefore considered mutually beneficial from boththe supply and demand perspectives. Enhancing the ability of the brand to differentiate effectively can generate advantages for products and services, such as increased purchase intent, lower costs, increased sales, price premiums, and customer loyalty.Advantages for destination marketing organisations (DMO) include increased potential to differentiate against places offeringsimilar benefits, increased destination loyalty and increasedyield for stakeholders such as local tourism businesses and travelintermediaries. Benefits for the traveller include ease ofdecision making through reduced search costs, reduced risk, and possibly enhanced brag value.The focus of most research reported to date has been concernedwith the development of destination brand identities and theimplementation implementation of of of campaigns campaigns campaigns One One area area area requiring requiring requiring increased increasedattention is that of tracking the performance of destination brandpositions over time. That is, the extent to which destination brands' brands' positioning positioning positioning and and and repositioning repositioning repositioning campaigns campaigns campaigns have have have been beeneffective in enhancing brand equity consistent with that intendedin the brand identity. This is an important gap in the tourism literature, given: i) increasing competition ; ii) the increasinglevel of investment by destination marketing organisations (DMO);iii) the complex political nature of DMO brand decision making andincreasing increasing accountability accountability accountability to to to stakeholders;iv) stakeholders;iv) stakeholders;iv) the the the long-term long-termnature of repositioning a destination's image in the marketplace.In terms of metrics for DMOs in general, a number of researcher in various parts of the world have pointed to a lack of marke research research monitoring monitoring monitoring effectiveness effectiveness effectiveness of of of destination destination destination marketing marketingobjectives, such as in Australia, North America, and Europe.The aim of this study was to track the brand positions held by a competitive set of near-home destinations between 2003 and 2007. 2007. For For For this this this purpose purpose purpose the the the efficacy efficacy efficacy of of of a a a hierarchy hierarchy hierarchy of ofconsumer-based brand equity (CBBE) was trialled. CBBE was first promoted by Aaker and Aaker and more recently by and to supplementtraditional balance sheet brand equity measures. The rationale underpinning CBBE as a brand performance metric is that consumer perceptions of the brand underpin any financial estimate of futureearnings estimated in the financial measure of brand equity. Sincea financial balance sheet brand equity measure will be of little practical value to destination marketers, the concept of CBBE is worthy of consideration by DMOs. However, the potential of CBBEfor destinations has only recently attracted the attention of academic researchers.Author ：Steven PikeNationality ：AustraliaSource：Tourism Management, In Press, Corrected Proof, Available online 24 January 2009译文：就近目的地竞争组的旅游目的地品牌定位摘要：尽管品牌学兴起于20世纪40年代，第一个与目的地品牌相关的出版物却直到半个世纪后才出现。
国际旅游外文翻译文献
文献信息：文献标题：The Effect of International Tourism on the Development of Global Social-Economic Processes（国际旅游对全球社会经济发展的影响）文献作者：Cherkasov I L等文献出处：《Journal of Environmental Management and Tourism》,2017,8(6 (22)):1166-1170.字数统计：英文2560单词，13979字符；中文4047汉字外文文献：The Effect of International Tourism on the Development ofGlobal Social-Economic ProcessesAbstract The purpose of this paper is to analyze the effect of international tourism on the development of global social-economic processes. The authors prove that international tourism not only boosts inflows of foreign currency into the country but also ensures employment for the population and helps make rational use of domestic resources. The paper establishes that international tourism has lately been experiencing exceedingly rapid growth and development, second just to the automotive and chemical industries. Right now, the significance of tourism to the development of global social-economic processes is constantly growing, which is due to the influence of tourism on the economy of various nations. The authors conclude that the development of the tourism industry in various regions may also be fraught with certain dangers, like increased strains on the environment due to excessive concentration of production and people in tourism centers, devalued traditions, and declines in the prestige of national cultures as a result of the commercialization of life.Keywords:international tourism; development; globalization; need; service; export; cultureIntroductionTourism as a form of fulfilling people’s need for leisure has had a profound effect on the global community. Revenue from international tourism is currently among the more substantial components of so-called invisible export. The development of tourism relations is a crucial way to improve the situation around the world, strengthen partnership among nations, and foster mutual understanding among people of different cultures. Tourism has become an objective need in modern civilization.International tourism not only boosts inflows of foreign currency into the country but also ensures employment for the population and helps make rational use of domestic resources. It has lately been experiencing exceedingly rapid growth and development, second just to the automotive and chemical industries. This adds extra relevance to investigating international tourism as a crucial phenomenon of today’s society.The basics of the effect of international tourism on the development of global social-economic processes have been examined by scholars K.B. Kostin (Kostin 2016), D.Yu. Rozhkova (Rozhkova 2015), E.N. Trofimov (Trofimov 2011), A.A. Shilnov (Shilnov 2014), O.A. Yastremskaya (Yastremskaya 2014), and others. Notwithstanding the large number of scholarly publications devoted to general and special issues related to international tourism, various aspects of the operation of international markets for tourism services, and issues related to national competitiveness in them, certain theoretical-methodological and applied aspects of optimizing participation in international tourism exchange may need further research.1.MethodsThe methodological basis for this study is a systemic approach, with a set of general scholarly and special economic methods also employed, namely: the historical-logical method of cognition; methods of comparative analysis; methods of structural, functional, and situational analysis; economic-statistical methods (employed in determining the latest trends in the development of the market for tourism services); methods of expert assessment and comparative analysis of existing models; methods of scholarly abstraction, analysis and synthesis, and extrapolation(employed in examining the prospects for the participation of various nations in international tourism exchange and ways to galvanize it).The study’s information base is grounded in various fundamental solutions, information-analytical reviews, research and methodological publications by domestic and foreign specialists, statutory and regulatory sources, and statistical materials from international organizations.The work is focused on the following aspects of tourism: its place in the world economy and the latest laws governing its influence on the development of global social-economic processes; the distinctive characteristics of the global market for tourism services and factors in the transformation of its structure; the effect of large-scale public activities on the development of the tourism industry.2.ResultsUnder today’s conditions, tourism is among the more developed sectors of the world economy and one of the more dynamically developing forms of international trade in services (Ek. Agamirova, El. Agamirova, Lebedeva, Lebedev, and Ilkevich 2017, Jacobs, Horowitz, Mavroudis, Siegel, and Sade 2013). The total volume of foreign currency receipts recorded between 1950 and 2016 has increased 145 times. To be specific, in 1950 the number of tourists globally was 25 million and the industry’s turnover totaled $2.2 billion, while in 2016 these figures exceeded 450 million and $372.8 billion respectively.Today, international tourism is developed the most in Western European countries. The region accounts for over 70% of the world’s tourism market and nearly 60% of all foreign currency receipts. Around 20% is accounted for by America and less than 10% by Asia, Africa, and Australia combined.The biggest suppliers of tourists are the US, Belgium, Denmark, Germany Holland, New Zealand, Sweden, Canada, and England. The biggest recipients of tourists are Australia, Greece, Cyprus, Italy, Spain, Mexico, Turkey, Egypt, Portugal, France, and Switzerland.Research indicates that international tourism may develop unevenly not only inparticular regions of the world but within a particular destination as well, which may be due to the degree of development of tourism infrastructure in the area, its remoteness, and other factors.The recent ebullience in the tourism market has had a positive effect on the economy of most nations around the globe, with the financial turnover of the global travel and tourism industry totaling nearly $6.3 trillion in 2016. The sector contributed a total of 10.7% of all revenue to global GDP, the largest share being accounted for by the EU (11.6%), North America (10%), and East Asia (9.7%).Thanks to the interrelationship between tourism and adjacent sectors of the economy, tourism has supported 221.7 million jobs (8.4% of total employment globally). The greatest number of residents employed in the tourism sphere is observed in Southeast Asia (Korea, Japan, and China) – 74,818 thousand people. Southeast Asia is followed by South Asia – 30,796 thousand people. In Europe, the figure is 24,302 thousand people.Receipts from international tourism have totaled around $2 billion per day. In 2016, total expenditure in the industry was $683 billion, which is $48 billion or 3.5% greater than the 2015 figure. If we add to this $132 billion spent by foreign tourists on transportation, we get over $850 billion worth of tourism exports, which is 7% of the world’s total goods and services exports.Most of the receipts to the tourism sector come from the expenditure of tourists who travel for personal reasons – $2,834 billion. In 2016, the way in tourist expenditure was led by the US, Japan, countries within the EU, Canada, and Mexico. The volume of tourist expenditure in Europe increased $21 million in 2016 and totaled $348.In Asia, the observed rate of increase is 51%. The increase in receipts has been brought about by high rates of growth in China and administrative regions – Hong Kong and Macau. Southeast Asia – especially Thailand, Malaysia, Cambodia, and Vietnam – is becoming one of the most attractive regions for tourists, its demand outpacing the supply of tourism services.The increase in receipts to the Pacific region has for the most part been broughtabout by tourists’ interest in the arts and everyday life of aborigines. The greatest number of tourists are visiting Australia and Oceania at a time when Europe and North America are experiencing a slump in tourism activity. This may help smooth out seasonal fluctuations in international tourism.Asia and the Pacific region attract tourists with their unique nature, and new industrial nations – with their business tours. Recreational tourism is well-developed in Japan, South Korea, and Taiwan. The Japanese tourism industry is ranked 2nd in the world after that of the US. Hong Kong and Singapore offer shopping tourism services, while Thailand is developing new beaches on the country’s southern coast and organizing informative trips to its northern part.Tourism is well-developed in Australia and New Zealand, Melanesia and Micronesia. What additionally makes tourism lucrative for the Pacific Ocean islands is the relative proximity of the Australian market, and this getaway enjoys a good image with European tourists.In Africa, the current rate of increase is 64.2%. The warm climate, sandy beaches, unique historical and cultural monuments, and exotic flora and fauna of such nations as Kenya, Zambia, Mauritius, Tunisia, and Algeria have been facilitative of increases in the number of tourists visiting the African region. Right now, the most popular destinations in the North are Tunisia, Egypt, and Morocco, and in the East – Kenya, Tanzania, the Seychelles, Mauritania, and Zimbabwe. Some of these specialize in elite coastal tourism and have a world-class hotel industry in place, which helps them generate up to $900 off each tourist. However, overall Africa is lagging behind other regions in international tourism, as many of its nations are poorly developed economically and lack political stability, with the progress of many areas being impeded by military conflicts and epidemic diseases.America is second to Europe in terms of tourism’s contribution to GDP (30.6%). These are South America, Central America, North America, and islands within the Caribbean. The leading role in this region is played by the US and Canada, which have a vast internal tourism market and a highly-developed infrastructure with an extensive network of hotels and a solid transportation industry in place. SouthAmerica’s tourism flows are relatively minor, which is due to political instability and slow economic development. The major types of tourism in the region are coastal tourism, sports tourism, excursion tourism, and business tourism.Revenue from international tourism reaches 15–25% of overall export revenue. A level this high is the consequence of the region being competitive and certain regions actually specializing in tourism, like Canada and islands within the Caribbean.Europe remains the worldwide leader in tourism. In 2016, the rate of increase of its tourism resources totaled 5.3%. Europe leads the world in sanatorium-resort therapy, leisure, and tourism. The European region is home to popular mineral springs, beaches, and alpine areas. A major portion of the region has all the conditions for those interested in leisure and sanatorium-resort therapy.Evidence from practice suggests that international tourism is quite a dynamic phenomenon. Experts are forecasting the tourism sector to grow tangibly over the next 10 years, with annual demand for tourism services expected to increase 4.7% between 2017 and 2025 and the contribution of international tourism to the world economy expected to total $10.8 trillion in 2025.The production of tourism services is expected to have an annual growth of 3.6%, with the number of those employed in the tourism sector expected to increase 1.5%. Annual growth in tourist arrivals will total 5.8%, with growth in capital investment expected to reach 4.9% and total $1.7 trillion by 2025. The number of jobs in sectors adjacent to tourism is expected to reach 275 million by 2025.The way in terms of the number of those employed in the sector will be led by China (78.6 million people), followed by India (26.1 million) and the US (19.3 million). Tourist expenditure is expected to increase over the next 10 years. For instance, the expenditure of American tourists both inside and outside the country is expected to nearly double. And in terms of increase in this indicator it is, above all, the developing nations of Asia that are expected to be among the top 10 nations globally.Tourist expenditure will increase the fastest in China. Among European nations, the top 10 will include a couple of Eastern European nations – Poland, whose averageannual growth in tourism expenditure will total 8.3%, and the Czech Republic – 7.7%.According to the authors’ forecast, one should expect increases in the market share of international tourism through to 2030 in all regions of the world except Europe and America (Table 1).Table 1. Forecast for the development of international tourism across regions around theworld (million people)The average rates of growth will be the highest in the Middle East and East Asia and Oceania (7.2% and 6.4% respectively), while the lowest ones will be observed in America (3.8%).3.DiscussionThe reliability of the above approaches to assessing the effect of international tourism on the development of global social-economic processes has been substantiated by the study’s findings. Europeans will have to withstand tough competition for revenue from tourism, which will require that the European tourism industry boost the quality of services it provides (Dzhilavyan and Varyukhin 2012, Kuzakhmetova, Sitdikova, and Shilovskaya 2016, Urbanovich 2012).Expenditure on all types of travel – and, above all, on transportation – will increase faster than other family budget items. Trips will be more frequent but shorter, as expenditure on a single trip will reduce. On the whole, expenditure on travel will increase due to the inclination to consume higher-quality leisure.The number of trips will be increasing thanks to intercontinental trips from Europe to America, Asia, and Oceania. The use of airborne transportation will be expanding faster due to increases in the number of convenient direct flights.Considering the increasingly active implementation of computer systems, the waiting times for booking a trip will also be reducing.The following 2 age groups are expected to be represented by the most active tourists: senior citizens and youth. We will continue to witness growth in demand for tourism related to visits to major cultural heritage sites and active leisure. The condition of the environment will be one of the dominant factors in attracting tourists, especially in rural and seaside areas.The geography of international tourism will be determined by specific factors in the attractiveness of particular regions that will be a priority for tourists. Going forward, nature potential will remain the major source of satisfaction of tourist needs.International tourism will continue to boom, with South and Southeast Asia expected to be among the most popular regions to visit. There will be gravitation toward intact nature, which is naturally associated with the concept of beauty, and in this regard we are going to witness further development of, above all, the environmental tourism sector.ConclusionTo sum up, it is worth noting that the significance of tourism around the world is constantly growing. This is due to the influence of tourism on a nation’s economy: tourism boosts the contribution to its balance of payments, ensures employment for the population, facilitates the diversification of the economy, and helps ensure a more rational use of recreation resources. Having said that, the development of the tourism industry is also fraught with certain risks, like outflows of currency overseas, environmental and technogenic dangers, and loss of cultural values.Under today’s conditions, tourism is among the more developed sectors of the world economy and one of the more dynamically developing forms of international trade in services. Today, international tourism is developed the most in Western European countries. Going forward, some of the major trends in the development of tourism will be boosts in the quality of the tourism product, increased tourist expenditure on travel, and the development of non-traditional types of tourism.中文译文：国际旅游对全球社会经济发展的影响摘要本文的目的是分析国际旅游对全球社会经济发展的影响。
旅游目的地外文文献翻译
文献出处：Cucculelli, Marco, and Gianluca Goffi. Does sustainability enhance tourism destination competitiveness? Evidence from the Italian Destinations of Excellence [J]. Journal of Cleaner Production (2015)：1-13.原文Does sustainability enhance tourism destination competitiveness? Evidence fromItalian Destinations of ExcellenceMarco Cucculelli, Gianluca GoffibAbstractThis paper extends the Richie, Crouch (2000) model on destination competitiveness by introducing a set of sustainability indicators and testing their role in explaining the competitiveness of a tourism destination. The model is tested on a unique dataset of small Italian “Destinations of Excellence”, i.e., outstanding tourist destinations recognized by prestigious national and international awards. Both a principal component analysis and a regression analysis are applied to test the empirical validity of the model. Empirical results show that factors directly referring to sustainability have a positive impact on all the competitiveness indicators used as dependent variables. Furthermore, the impact of sustainability variables is larger in value than other variables, thus confirming the role of sustainability as a crucial determinant of the competitiveness of a tourist destination.Keywords: Sustainability; Tourism; Destination competitiveness; Italy Tourism is one of the fastest-growing industries in many countries around theworld, and the main source of foreign income for a significant number of developing countries. Therefore, the study of tourism destination competitiveness (TDC) has attracted the attention of policy makers, public and private organizations, and tourism researchers (Pearce, 1997, Crouch and Ritchie, 1999, Kozak and Rimmington, 1999, Buhalis, 2000,Hassan, 2000, Dwyer and Kim, 2003 and Enright and Newton, 2004).After the milestone study by Ritchie and Crouch, 2000 and Ritchie and Crouch, 2003, a number of theoretical models have been developed to explain destination competitiveness (De Keyser and Vanhove, 1994, Hassan, 2000, Heath, 2002 and Dwyer and Kim, 2003), as well as to analyze the competitive positions of tourism destinations (Sirše and Mihalič, 1999, Dwyer et al., 2003, Enright and Newton, 2004 and Gomezelj and Mihalič, 2008). Many authors have highlighted the relationship between sustainability and the competitiveness of a tourism destination and suggested, with different emphases, that sustainability can improve competitiveness (among others, Ritchie and Crouch, 2003 and Hassan, 2000).However, the large debate on the role of sustainable development has partly overlooked the call for a deeper empirical test, and there is still no clear empirical evidence of sustainability's role in explaining the competitiveness of a destination. The empirical models developed in the TDC literature (e.g., De Keyser and Vanhove, 1994, Sirše and Mihalič, 1999, Dwyer et al., 2003, Enright and Newton, 2004 and Gomezelj and Mihalič, 2008) provide very useful insights into destination competitiveness, but partly neglect the role of sustainability factors.This study aims at contributing to this literature by integrating a basic model of TDC (Ritchie and Crouch, 2000) with features related to sustainability. To test the relationship between factors of sustainability and TDC, we operationalize the conceptual approach by analyzing a number of indicators we have found to be important in defining sustainability. The study also has the potential to offer a more comprehensive assessment of the factors that influence TDC. We follow the Dwyer et al. (2003) approach in identifying a list of indicators derived from previous empirical models of TDC and from the literature in sustainable tourism and tourism planning and management.Furthermore, little empirical work has focused on small tourism destinations, and practically no research on TDC has been applied to small destinations such as villages or small towns. The existing literature has mostly dealt with countries or large geographical areas, whereas the issue of TDC has been assessed by considering the prevalent role of large tourist destinations. However, there are a number of countries where a significant part of the tourist competiveness actually relies on small places because of the highly fragmented cultural heritage, or the inherent nature of the tourist sites. Italy is a paradigmatic example of this pattern: the four major destination cities (Rome, Milan, Florence, and Venice) account only for a part of the tourism flows (24.7% in terms of total international bed nights), whereas a great number of minor destinations constitute the largest remaining part. Surprisingly, the empirical literature neglects the role of these small centers almost entirely: these destinations need attention not only because they account for a sizable share of the total arrivals, butalso because they represent a tourism model that is common to many other tourism countries. Therefore, our result could be of interest for a larger audience.We selected small Italian “destinations of excellence” as those that have been awarded importa nt international (“Blue Flag”) and national certifications (“Orange Flag,” “Most Beautiful Villages in Italy,” “Blue Sail”). To test the role played by sustainability factors on the competitiveness of a tourist destination, we studied the relationship between TDC, measured by four dependent variables (environmental impacts, socio-cultural impacts, economic impacts and tourists' satisfaction), and some explanatory variables that can be identified in terms of sustainability. To reduce the large set of independent variables to a smaller set, we performed a Principal Component Analysis (PCA), as in Dwyer et al. (2004), and used these results in the subsequent OLS estimates of the model. As opposed to previous indicators of TDC such as arrivals, bed-nights, revenues, or market share, the TDC measures we use in the paper acknowledge the view of Müller, 1994, Hunter, 1995, Buhalis, 2000 and Ritchie and Crouch, 2000, and others who recognize that a competitive destination pursues and establishes the right balance on the following different objectives: optimum satisfaction of guest requirement, subjective well-being of the residents (economic health), unspoiled nature, and healthy culture.The paper is structured as follows. Section 2 sets the theoretical framework. Section 3 gives details about the empirical analysis (variables, case study, data and methodology). Section 4 provides a discussion of the main findings. Conclusions are drawn in the last section of the paper.Sustainability and competitiveness in small tourism destinationsMany studies and models have identified destination competitiveness by using the lens of high visitor numbers and market share as contributing factors to a competitive destination. This view has a major limitation in that it ignores the sustainable perspective of not overloading the carrying capacity of a destination, or preserving its environmental integrity (Croes, 2010). Many authors seem to agree that the competitive destination is the one that preserves natural and cultural resources and increases long-term well-being for its residents by delivering an experience that is more satisfying compared to similar destinations (Hassan, 2000, Heath, 2002, Ritchie and Crouch, 2003 and Bahar and Kozak, 2007).The concept of sustainability was introduced to tourism from the notion of sustainable development, following the publication of the World Commission on Environment and Development Report, known as the Bruntland Report (WCED, 1987). Even though after a quarter-century the world is an enormously different place (Sneddon et al., 2006), and the Report has been criticized for its central approach (Adam, 1990) and the lack of attention given to power relations among local-to-global actors (Lélé, 1991), it represented an important starting point for the formulation of sustainable policies. In Sharpley's view (2000), sustainable tourism development does not appear to be entirely consistent with the developmental aspects of sustainable development, but has a larger inward and product-centered perspective.Tourism researchers have been trying to define sustainable tourism development (STD) for many years. Despite the fact that it is widely accepted that STD is along-term goal (WTO, 1992), or a concept that is constantly evolving (Inskeep, 1991) and intrinsically dynamic (Liu, 2003), there is no standard definition for “sustainable to urism destinations” (Tepelus and Cordoba, 2005). Lee (2001, p. 314) observes that, “Since destinations are unique, so are sustainable development issues in these destinations.”However, there is an emerging consensus that STD aims to minimize environmentally negative impacts, preserve cultural heritage, while at the same time provide learning opportunities, including positive benefits for the local economy and contributing to the enhancement of local community structures (Weaver, 2005).Practical evidence shows that STD can not only stop further deterioration, but it can also contribute towards the appreciation of the destination (Aguiló et al., 2005). Various mass tourism destinations are trying to move toward a more sustainable approach for the tourism development model (Fortuny et al., 2008 and Rodríguez et al., 2008). Mass tourism was initially considered incompatible with the notion of sustainability (Krippendorf, 1987, Butler, 1991 and Valentine, 1993), as they were seen as polar opposites by Pearce (1992). This idea was followed by the position of the “movement,” resulting in the demand to change mass tourism into more sustainable forms (Cohen, 1987 and Butler, 1990), and finally to the idea of “convergence” between the two types (Inskeep, 1991). Inskeep, 1991, Hunter and Green,1995, Clarke,1997, Swarbrooke,1999, Budeanu,2005 and Tepelus,2005 highlight that all types of tourism can aim to be sustainable. Budeanu (2005, p.90) asserts that, “Sustainable tourism cannot be achieved if mass tourism practices arenot adjusted to integrate sustainability.”Hence, economic benefits for locals and the minimization of environmental and social repercussions could be complementary aims in every kind of destination: the key factor could be managing and controlling the tourism activity. That is the main reason why we aim to demonstrate that a more sustainable tourism policy and destination management could have a positive impact on destination competitiveness.Furthermore, two other aspects of sustainability need to be considered. Firstly, Liu (2003) and Kastenholz (2004) observe that sustainable tourism cannot be achieved without proper management of tourism demand. Notwithstanding, demand issues have often been neglected in the sustainable tourism debate. This may be due to the fact that the concept of sustainability was simply transposed from the broader concept of sustainable development, where the nature of demand is considered as a given condition. This is not the case for tourism – which is both supply and demand driven –requiring consideration of the demand factor in the explanation of TDC (Dwyer et al., 2003), and also in the case of small tourist destination competitiveness.Secondly, many authors agree that the competitive destination is the one that increases well-being for its residents in the long term (Crouch and Ritchie, 1999, Bahar and Kozak, 2007, Dwyer and Kim, 2003 and Heath, 2002). In this sense, Bramwell, (1996) observed that “locals” need to be empowered in order to move towards sustainable tourism development: if tourism is an income-generating sector for local communities, and it can have a multiplier effect, then the host population has to feel empowered, fully participating in the development process,which could be even easier in a small community.译文可持续性能增强旅游目的地的竞争力吗？来自意大利优秀目的地的证据马尔科，詹卢卡摘要本文通过引入一组可持续性指标，继承了里奇,克劳奇(2000)关于目的地竞争力的模型，并测试了解释旅游目的地竞争力的作用。
旅游产品开发体验旅游外文文献翻译2014年译文3900字
旅游产品开发体验旅游外文文献翻译2014年译文3900字导读：就爱阅读网友为您分享以下“旅游产品开发体验旅游外文文献翻译2014年译文3900字”资讯，希望对您有所帮助，感谢您对的支持!文献出处: Horman D. The Development of Experienced T ourist product [J]. Annals of T ourism Research, 2014, 15(6): 15-31.（声明：本译文归百度文库所有，完整译文请到百度文库。
）原文The Development of Experienced T ourist product Author: Horman D1 The essence of experienceExperience in essence is a person, is when a person achieveemotional, physical, mental, or even a particular level of mind, he produced the good feeling of consciousness. No two people will be able to get the same experience, because any a kind of experience are personal mental state, and the result of the interaction effect between planning events. Experience of production and consumption was conducted at the same time, it tangible results, however, its value is embodied in can give people left a deep impression and good memories of memories. Therefore, the characteristics of the experience summed up in a few words, that is: interactive, uniqueness, utility sustainable results.Keywords：Experience travel; Travel Production Development;1.1 Experience is a processStanding on the first position, people tend to do everything to come and try to shorten the process of the results. But with reason to think, we will soon be able to think of, only process with novelty. Because of unknown territory means the process of exploration and the change of means, means and unknowns will appear, and the results represent the end of the process. Process means that individuals struggling to texture, direction of movement of things, action andmentality details concern and attention, means that the spirit of high tension and concentration, life in the excited state, the result means that reached a height, can enjoy the existing results. In terms of the development of human spiritual life and intelligence, more should be put life process in priority. If you ignore the process, and will not be able to feel thetemptation of the unknown world, unable to experience the delicate state of novelty and excitement. Have a process to change, change is novel, have new wizards have stimulation, the stimulation can be exciting and full of life. Experience of happiness and joy is not necessarily lies in the causes and results of things, on the contrary, the development and change of the thing itself can give a person infinite pleasure.1.2 Experience is a process of understandingExperience as a person’s mental ability, in the understanding of the perceptual and rational thinking and make. We say the experience of main body is to grasp a to be expressed comprehension process. Express is phenomenon. Is it mean. Subject always inadvertently to express the mental state through body activity, the subject not onlyknown around the world, and feelings to realize it, especially the event expressed the meaning and significance. The rational cognition as a scientific method can accurately grasp the object, method and experience as the mind, is to realize a in interaction relation to convey meaning. T acit experience is, therefore, the main spirit of the process, is the world center of the life indispensable part of the intellectual activity. We are through the way of experience (of course, cognition and thinking) to control the composition of the world, the meaning of life, fate and individual decision making, and set up the whole world outlook and outlook on life. The so-called life experience, is their perspective. The structure of the person’s own inner life itself determines the degree of depth of his experience, also decided to his intrinsic value of depth. Experience can improve a specific event to truly wealthy mean height, is that it can from one’s own inner spirit, to the perspective of specific life events.1.3 Experience is a “imagine” enrich the comprehension processBody through imagination will experience, make it’s become the content of the real life. Imagine fantasy is by nomeans out of thin air, but the communication in the past and the future of mediation. Its authenticity, according to is it in accordance with the rooted in human nature in the law, namely category from the value of the us tomake a meaningful world. Memories of the past, memories and the dreams of the future building too. Every experience in everyday life in changing people memory storage of materials, and people’s desires and dreams for the future, and driven beyond the limits of the known reality, immersed to imagine the scene.2 The process of tourism experience2.1 Travel is a processT ourism is the combination of space and time. People spend a certain time, to a strange place, have a different from ordinary life - it is the essence of tourism characteristics. But if only from a pure dimension in order to understand the process is not complete, tourism is not profound. T ourism activities is an understanding of the different landscape, culture, folk custom and experience the process of the utility of it in the end is to make a wonderful experience deep permanently retained in the memory ofpeople, life and personal subject in space-time dimension and an organic part of the spirit world. Experience has two meanings, one is “experience or experience”, and the other is “experience and comprehension. A tourist activities is a personal experience, formed a kind of experience; But not all can increase the tourist experience, inspire people the feeling of life, leaving enduring memories, some even will leave lifelong regret. Therefore, a profound tourism experience is not only a physical experience, but also psychological and spiritual baptism, is one of the internal spiritual world of people “reaction”.T ourism can cause people psychological this kind of feeling, just because it’s itself is a process, the process is novel all in coming. Six elements of tourism can become the object of tourist experience: eat food can provide people a new experience; The accommodation environment is different from home; Transport is different from daily use of public transportation; Participate in the tourism project also makes people seem to be in another time and space, immersed in the event of an unexpected, usually cannot be achieved. Playing a novel, play out the taste, the play get carried away: and finally, only belongs to the experience of souvenirs, aphysical imprint for this period of experience, for later on. This novel and constantly stimulate the sensory systems of the visitors, brought their vitality to uplifting and full. T ourism is full of experience object, containing the infinite experience value, arguably the best stage of practice experience economy. As long as we are good at digging, the careful planning, strict implementation, will let visitors experience brand-new travel experience.2.2 T ourism is one of the ways to realize lifeT ourism is one of the human internal migration of the subconscious, is an organic part of human life. Part in the development of history, when people seem to have no migration or drift, when everything is settled in life in order, tourism has become a hidden deep in their unconscious migrating a necessary complement to the plot and compensatory, the impetus of the development of settled people happy life and essential power. Human beings in the conquest of nature, reformation nature in the process of gradually split themselves and natural, into two opposing entities, it is contrary to the purpose of the people as an organic part of the natural world. As a result, people need totravel, walk into nature, and return to natural life style, the core of understanding the essence of life that is the harmony between man and nature, common development. In addition, people often with a relaxed state of mind, open state of mind towards tourism activities, took his daily life wearing a hypocritical mask. Such states tend to be more natural, more likely to get to some profound life proposition of thinking inspiration and understanding of life. Visible, tourism provides a content to the nature of life experience, at the same time, the main body in the process of tourism and relatively easy to use emotional perspective of his inner world, to experience provides a good foundation.2.3 T ourism is induced to imagine constitute one of the factorsIn everyday life, people’s imagination because subject to clear the utilitarian purpose and subject to the causality of complex, become heavy, reality, lost a powerful and unconstrained style of poetic and aesthetic feeling. On the other hand, in the process of tourism, people get rid of the fetter of daily life, beyond the rational rule, as the process of evolution, novel and carrying stimulation, inspired withenthusiasm, imagine so immersed in a strange free mood. Main body can be completely according to their own internal spirit to experience as a bridge, combined with the outside world perceptual image formed unique imagination.3 T ourism productsT ourism product is a complex concept, it is theoretically refers to the tourists’ overall experience to be gained at one time. Generalized travel products are made from landscape attractions, facilities and services three categories of elements, the landscape is made up of natural entity and historical and cultural entities (including) culture and tradition of attractions, it is because of landscape attraction of potential tourists travel motivation; Facilities is refers to the tourists to enter and meet the basic physiological needs, top physiological need of transportation infrastructure; Service is the tourists experience in landscape and facilities in place to accept the physical or mental luxury, they usually are physical form, artificially created 5.Generally speaking, these three can be a core attractions, inspire interest of potential visitors. Generally reflect the characteristics of tourism products are: a comprehensive, long distance,invisibility, production, consumption of unity.。
品牌定位外文文献翻译最新译文
品牌定位外文文献翻译最新译文文献出处：Harrison-Walker L J. STRATEGIC BRAND ORIENTATION [J]. Academy of Marketing Studies Journal, 2014, 18(2).原文STRATEGIC BRAND ORIENTATIONL. Jean .Harrison-WalkerWHAT IS A BRAND ORIENTATION?The term 'brand orientation' was first coined in the early 1990s (Gromark &Melin, 2011). Urde (1999, p. 117) provides the classic definition of a brand orientation as an approach in which the processes of an organization revolve around the creation, development and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantages in the form of brands. Grant (1995) explains that the basis of a firm's competitive advantage lies in its unique, valuable, and hard-to-imitate resources and competencies. What constitutes true competitive advantage depends upon the competitors and the customers in the market; these are the points of reference for what is unique and valuable (Urde, 1999, p.118).Gromark and Melin (2011, p.395) expand upon Urde's (1999) definition of a brand orientation:Brand orientation is a deliberate approach to brand building where brand equity is created through interaction between internal and external stakeholders. This approach is characterised by brands being the hub around which the organisation's processes revolve, an approach in which brand management is perceived as a core competence and where brand building isintimately associated with business development and financial performance.In this revised definition, Gromark and Melin (2011) attempt to further emphasize (1) that brand orientation requires a deliberate approach to brand building, as opposed to the ad hoc approach to branding common to many firms (Gromark &Melin, 2005; Baumgarth, 2009) and (2) the importance of making the brand the basis of the organization's processes.Accordingly, a firm is not considered brand oriented simply by virtue of the fact that is hasbranded products, perhaps with creative logos and slogans attached. The decisive difference is whether the brand identity represents a strategic platform for the firm or not (Urde, 1999, P-119).A company that is brand oriented is distinguished by the high relevance accorded to branding by top management and characterized by an offer that is relatively constant, consistent, relevant to the buyer, and clearly differentiated from other companies (Baumgarth, 2010). Indeed, Wong and Merrilees (2007) found that the best indicators of a brand orientation were those that indicated a particularly high regard for branding: 'branding is essential in running this company,' 'branding is essential to our strategy' and 'branding is an important asset for us.'WHERE DOES A BRAND ORIENTATION FIT WITHIN CONTEMPORARYMARKETING STRATEGY?Over the years, at least three competing philosophies have influenced marketing strategies. In the years leading up to the mid-1950s, marketing focused internally on production efficiency(e.g.a product orientation) and aggressive selling (e.g., a sales orientation). Somewhere around the mid 1950's, the focus shifted externally to customer needs (e.g. the marketing concept). The marketing concept, identified by (McCarthy &Perreault, 1984) as the philosophical foundation of a market orientation, consists of three components: customer focus, integration, and long term profitability. The marketing concept is said to serve as a cornerstone of marketing thought (see Borch, 1957; McKitterick, 1957).The 1990s saw renewed interest in the concept of market orientation (the implementation of the marketing concept). Based on a thorough literature review, Harrison-Walker (2001) conceptualized a market orientation as a dual, four-stage process involving information acquisition (Kohli &Jaworski, 1990), information sharing (Kohli &Jaworski, 1990), shared interpretation of information (Day, 1993; Sinkula, 1994), and the utilization of information in developing and implementing marketing strategies (Kohli &Jaworski, 1990). The type of information which is gathered, shared, interpreted and utilized is information about customers and competitors (Narver &Slater, 1990). In other words, the information gathered about customers and competitors is ultimately utilized by the market oriented organization to develop and implement marketing strategies that will meet the needs of customers - and do so more effectively than competitors.In an attempt to depict the market oriented approach to marketing strategy, customer needs may be thought of as the core around which the marketing mix is designed (see Figure 1). It is through a thorough and organization-wide understanding ofcustomer needs that a company can develop effective product, pricing, promotion and distribution strategies leading to improved long term performance. Harrison-Walker (2001) empirically demonstrated that customer orientation has a significant and positive impact on balanced scorecard measures of business performance.In Figure 1, branding is included as one of the many product strategy decisions, along with decisions such as product design, packaging, product warranties, etc. In non-brand oriented firms, the brand is simply as one of many resources within the firm and there is no discussion about the importance of basing the firm's approach on the brand as a specific resource (c.f. Collins &Montgomery, 1995; Peteraf, 1993; Prahalad &Hamel, 1990). Even within product strategy, it is more likely the product and its functional advantages receive far greater attention than the brand (Urde, 1999, p.l 19). The problem is that functional advantages can generally be imitated (Urde, 1999, p.l 19).The question then becomes whether a market oriented firm can also be brand oriented and, if so, where brand orientation comes into the picture. Certainly, an organization cannot focus on a brand without meeting customer needs. Customer needs must remain at the core. This does not mean that the customer is king; it means that it is imperative for the company to have a thorough understanding of customer needs in order to design an effective marketing strategy. So in our revised figure, customer needs remain at the core. For a proper adaptation of our model in Figure 1, we are provided direction by Wong and Merrilees (2007, p.388) who explain that "If each element of a marketing mix aligns to the brand, then consequently they will be aligned to each other and produce a more consistent and robustperformance." In order for the brand to function as the basis of the organization's responses (Gromark &Melin, 2005), we need to add a second concentric circle around the core (see Figure 2). The second concentric circle is the brand strategy. This makes absolute sense from a marketing strategy perspective when one considers that critical branding decisions, such as positioning, are depended upon in designing the marketing mix. That is, strategic positioning involves designing the product and the marketing mix to fit a unique position in the consumer's mind. Therefore, once consumer information is collected and processed, the positioning strategy is formulated and the marketing mix is developed to communicate the brand's unique position.In support of this conceptualization, indicating that not only are a market orientation and a brand orientation not mutually exclusive, but that a brand orientation positively impacts the effectiveness of the marketing strategy (Wong &Merrilees, 2008), Urde (1999, p.18) provides the following quote from Olle Tegstam, Senior Vice President at Nestle:An organization can never only be brand-oriented. There have to be products that are demanded and that work together with your brand. To be brand-oriented is market orientation "plus".FACTORS AFFECTING A BRAND ORIENTATION Nowadays most companies understand that brand orientation is crucial to developing strong brands and are convinced that strong brands can provide sustainable competitive advantages (Gromark &Melin, 2011). In fact, "brands have become the focal point of many a company's marketing efforts and are seen as a source of market power, competitive leverage and higher returns" (Dawar, 2004, p.31). But what factors affect a company's brandorientation?By reviewing the existing marketing and business literature it is possible to identify a number of potential antecedents to a brand orientation. In this study, eight factors are identified as factors potentially influencing a brand orientation. The conceptual model showing the potential antecedents of a brand orientation is presented in Figure 3. Potential antecedents include: the size of the company, brand barriers, services component, exploration of brand identity, brand research, years of planning and investment, expansion growth intention, and brand management assessment. In the following sections, we introduce each of the potential antecedents and set forth a research proposition with regard to its expected effect on a brand orientation.Size of CompanyThe first factor identified as a potential antecedent of a brand orientation is the size of the company. Several researchers (Baumgarth, 2010, Krake, 2005, Wong &Merrilees, 2005) report that smaller companies are less likely to be brand oriented than larger companies. For example, in a study of business-to-business companies, Baumgarth (2010) divided sample companies into"successful" and "unsuccessful" groups on the basis of a market performance index, and found that while all companies in the sample reported low levels of brand orientation, smaller companies exhibited lower levels of brand orientation than larger ones. In this study, the size of the company was measured both in terms of turnover and number of employees (Baumgarth, 2010).Wong and Merrilees (2005) provide an explanation as to whysmaller companies tend to be less brand oriented than larger ones; that is, smaller companies have a lower level of brand orientation than larger ones because they perceive that they have neither the time nor the resources to conduct branding activities. The authors (Wong &Merrilees, 2005, p.156) note that numerous studies "have identified many SMEs failing to fully invest in most business assets, including advertising, information technology and training, and to perceive such investments as costs instead."In another study by Krake (2005), qualitative research was conducted with 10 mostly medium sized companies. Just over half of the companies studied admitted that they "do something about brand management" and, following clarification of the research question, three maintained that brand management had no part in their daily or weekly operations (Krake, 2005, p.230). Krake (2005) further found that other than the directors/owners, no one within these organizations was specifically concerned with brand management, nor was it widely discussed or communicated. Krake (2005) concludes that in many SME companies, brand management receives little or no attention in the daily run of affairs. Although the owners or directors of SMEs are the ones to take the lead in this area, they either seldom have the time for it or are not even aware of "brand management" as a concept (Krake, 2005).Based on the research findings of Baumgarth (2010), Krake (2005), and Wong and Merrilees (2005), it seems that smaller companies are less brand-oriented than larger ones. This leads to the following research proposition.PI: The size of the company has a positive effect on the company's level of brand orientation. Brand BarriersPerhaps related to the size of the company is the constructof brand barriers identified by Wong and Merrilees (2005). 'Brand barriers' refer to obstacles that hinder smaller firms in particular in carrying out business activities based on the brand. The obstacles primarily involve limitations on financial and human resources, as well as time (Krake, 2005, Wong &Merrilees, 2005). The brand barriers construct is identified separately from the size of the company since larger firms may also be affected by resource limitations for a number of reasons including the negative effects of uncontrollable factors in various sectors of the external environment. These may include a weak economy, increasing costs of doing business, the imposition of new legal restrictions or requirements, and so forth. The unavailability of financial and human resources often forces firms to adopt a short term focus rather than a long term branding strategy and to underinvest in building the distinctiveness of their brand (Wong &Merrilees, 2005). Although Wong and Merrilees (2005) propose that brand barriers have a negative effect on a brand orientation, this relationship has not been empirically examined. We concur with Wong and Merrilees (2005) and set forth the following research proposition.P2: Brand barriers have a negative effect on the company 's level of brand orientation. Services ComponentThe third potential antecedent relates to whether the company's product is a service or a physical good. Marketers generally perceive a continuum with pure services at one end (such as a carton of cereal) and pure services (such as financial services) at the other. Many products fall somewhere in between. For example, a restaurant provides the physical good of the food services as well as the service product that involves seating guests, serving food, and clearing the table. In order to providemore complete information to marketing managers, it is common for marketing studies to examine whether differences between physical goods and services are significant.P3: The extent to which a company provides services over physical goods has a negative effect on the company's level of brand orientation.MANAGERIAL AND RESEARCH IMPLICATIONS The purpose of this paper is to identify potential antecedents of a brand orientation based on the existing marketing and business literature and to set forth a conceptual model depicting research propositions. Studies conducted on the consequences of a brand orientation demonstrate that a brand orientation has a positive effect on business performance. Accordingly, managers should strive to develop and nurture the brand orientation of their businesses in their efforts to attain higher business performance and competitive advantage.The study suggests several factors as important determinants of a brand orientation. Based on the existing literature, a brand orientation appears to be facilitated by a number of factors, including: the size of the company, exploration of brand identity, brand research, years of planning and investment, expansion growth intention, and brand management assessment. Additionally, brand barriers and the extent to which a company provides services over physical goods are associated with a lower level of a brand orientation. From a managerial perspective, a relatively low level of a brand orientation may lead managers to alter certain antecedents which, in turn, would lead to a higher level of a brand orientation. For example, a company with a low level of a brand orientation may invest time in exploring questions about the brand's currentidentity, from both internal as well as external perspectives. Alternatively, the firm could conduct a brand management assessment to determine if the current system of brand management is appropriate to the firm's circumstances. The brand management assessment may be particularly important if the company has recently added a number of new brands either through new product development or as the result of a corporate merger, or if the company has reduced the number of brands in its product mix as the result of divestment or experiencing negative outcomes associated with poorly managed brand proliferation.Research into a brand orientation is a relatively new field. Although the construct was first introduced in the 1990's, much of the research has been conducted only within the last decade. Many questions remain to be answered. This paper contributes to the field by providing an explanation and illustration of how a brand orientation fits within contemporary marketing strategy and identifying several potential antecedents of a brand orientation. The managerial and research implications that are presented further support the importance of gaining a more complete understanding of a brand orientation and provide direction for the advancement of research into this important and beneficial construct.译文战略品牌定位L.珍.哈里森-沃克什么是品牌定位？“品牌定位”一词最早出现于1990年代初(吉瑞马克和梅林,2011)。
旅游中英文对照外文翻译文献
旅游中英文对照外文翻译文献旅游中英文对照外文翻译文献(文档含英文原文和中文翻译)原文Tourism: A Matter of Common Concern AbstractProblems of tourism and recreation in the Wadden Sea are discussed. Special regard is given to land- based activities being in harmony with nature and favoring the protection of environment. The discussion focuses on the trilateral Wadden policy of the conceded European countries. The Netherlands, Germany and Denmark.Key words:Trilateral Wadden Sea policy, tourism, land based recreation, adverse effects on nature1.Why a Common Concern?In the Wadden Sea area people live, work and recreate. Trilateral Wadden policy has been mainly focused on sea- based recreation. But an activity in the Wadden area which also has a direct influence on the dunes, mudflats and tidal areas is land based recreation. Millions of people visit the area each year for leisure. Until now this has been neglected by the international Wadden policy. Because of the influence of and developments in this sector, it is necessary to widen the scope of this policy so that a strategy can be developed for all recreational activities. This implies making intelligent choices. What kind of recreational activities and accommodations fit this nature area? When and where should they take place? What amounts are in harmonywith the nature we want to protect? Answers to these questions are part of a strategy for conservation of nature and recreation.In 1994, in Leeuwarden, ecological goals were drawn up not only for the tidal area, but also for the beaches and dunes, the salt marshes, the coastline and the rural areas (on the islands and the adjacent areas of the mainland). In addition, it was recognized that the trilateral policy covered a wider area than just the Wadden Sea. loss of natural habitats and the disturbance of flora and fauna as a result of increasing tourism was identified as a cause for cancel. To better understand the influence of landbased recreation on the area's natural environment, it is necessary to first consider the situation in the tourism sector. This is mainly based on the experiences obtained by the Dutch Wadden Society in the Dutch Wadden Sea region.2.A Summary of the SituationI. Since the middle of this century, the Wadden Sea area has been a popular destination for an ever growing number of tourists. Today tourists can choose from a wide range of accommodations: hotels, hiking cabins, apartments, camping sites, bungalows and so on. This development has sparked a lot of building activity; sometimes to replace old buildings, but more often for new building sites. In a number of cases this has been at the cost of dune areas.A first observation: to offer all these visitors a place to sleep more and more space is occupied. Sometimes at the cost of nature and sometimes at the cost of historical buildings or rural landscape.II. But not all visitors to the area stay overnight. On the one hand there are the day tourists to the islands. Especially the islands with a short ferry time and/or low ferry costs ate favorites. On the other hand the different recreational areas along themainland coastline also attract a large number of day tourists, particularly in Germany. Tourists not only desire a place on the beach in the sun, but also want to walk in the dunes, buy a cup of coffee and have proper transport facilities to and from the area. On the main land side of the ferry dam to Ameland, for example, there ate plans for a second level in the car park on the mainland to offer day tourists extra parking space close to the ferry.A second observation: day tourism leaves its marks in the landscape by facilities, over fulled ashtrays, empty beach chairs and treaded plants, also when the day is over.The short second or third holiday, a midweek break or a day to escape it all, has become reality for many. The quiet and long off-season period is a thing of the past for the local population and nature. The accommodation-branches anticipates this trend by building more and more cabins and bungalows at former camping sites. The lengthening of the holiday season has been encouraged by the development of so-called "bad weather facilities" like the tropical swimming pool. The result is that walkers and cyclists can be found on the beach or in the dunes as early as March. This can cause problems for migratory and breeding birds. Should the areas important to these birds be closed off to the public earlier in the year? That is against the idea that people should be given as many chances as possible to enjoy nature. So what is more important: undisturbed feelings of liberty or undisturbed nest building?A third observation: lengthening of the holiday season means more disturbance risk to a number of bird species.IV. Recreational activities are no longer limited to a walk breathingthe fresh sea air of a healing dip in the water. The currentpossibilities seem endless, a few examples: parachute jumping, golfing, "nature combing", walking on the mudflats, visiting bird colonies, seals, a wagon ride through the dunes and marshes, short aero plane trips, kiting, sunbathing, night-life, cross country cycling and so on.A fourth observation: recreational activities, even nature oriented, have more and more adverse effects on nature.The economic aspect of tourism certainly plays a role in the trilateral policy decisions. The weight that this aspect carries in the policymaking process is a choice in itself. But in what terms are we measuring the economic effects, in jobs, in regional income and investments, or in the sustainable use of nature?A fifth observation: economic aspects are part of the discussion about tourism and there is quite some cash flow related to it.3.Developments and New Trendsit When coming up with a strategy for recreational activities is important to consider developments and trends in the sector.1. Tourism is a growing industry. It is seen as a sector which can provide employment in the near future. And for this reason subsidies are given. That is an attractive proposition, particulary in regions with relatively high unemployment. Many community councils along the Dutch coast have plans to exploit tourism. These vary from building a small bungalow park to a health spa with a beach. Work is already inprogress on the islands to improve the quality of accommodation. This requires larger investments and returns.2. The trend to take a number of short holidays. The same number of over night stays are therefore being shared by more and other visitors and more transport is required.3. Hotel managers want the same bed occupied more often.The stabilization of the number of beds available (a policy on the Dutch Wadden islands) is therefore certainly not synonymous with a stabilization of recreation volume.4. The trend towards more active holidays. The activities can range from nature excursions to sport events. This raises the question whether the Wadden nature is seen as a backdrop or as a destination itself. In order to formulate a strategy on tourism we will have to take into account the five observations made.4.summarize:(I) more and more space is taken by accommodations, improving quality also requires more square meters per tourist;(II) Day tourism leaves its marks in the landscape;(III) Season lengthening means shortening of the undisturbed periods for birds;(IV) Recreation activities, even nature oriented, have more and more adverse effects on nature;(V) The tourism related cash flow is on the rise;(VI) A growing number of people visit, know and hopefully appreciate the Wadden Sea area and.., disturb each other.The importance of the international Wadden Sea area does not need to be stressed. Nor does the importance of protecting the area's natural development. Joint trilateral goals and targets have already been laid down or are receiving the final touches. Al1 we have to do, is bring about the goals. The trilateral Wadden policy can no longer ignore land based recreational activities; their effects are too far reaching. Dunes, marshes and birds are currently witnessing a loss in territory and an increase in disturbance and damage. The countryside is under attack and new building projects threaten to overshadow the cultural and historical value of the area. And sometimes there ate just toomany people around.It's not enough to acknowledge that recreation is important to the area, to declare ah area a national park, to do some zoning or to fix the number of beds.A fundamental consideration is needed. What kind of recreational activates and accommodations fit this nature area?When and where can they take place? Whatamounts are in harmony with the nature we want to protect? Answers to these questions ate the start of a strategy for conservation of nature and sustainable recreation.5.The Choice of the Dutch Wadden SocietyThe Wadden Sea area offers some very special opportunities for recreation. When people get to know and appreciate an area they are more willing to protect it. And from the perspective of tourism it is nature, the openness, the birds, the unique landscape and the historic cultural values that makes .this area into something singular and special. These are the selling points of the Wadden Sea area on the touristic market. In our view there should be possibilities to experience that specific Wadden Sea nature. This means Wadden nature" oriented recreation. But in such a way that it is and continues respecting nature. This is of course something totally different from island hopping by aero plane or a disco party on the beach.What such a choice means from a sustainable and economic perspective is of course an important question. Does it mean more visitor management, more excursion leaders and less disc jockey? More bird watches facilities and wardening and less recreational air traffic and tropical swimming paradises? These aspects definitely need moreresearch. The Dutch Wadden Society has taken initiatives in this direction but we certainly cannot cover this alone.T oformulate such a strategy it is vital that there is a complete picture, based on comparable data, of recreation in the international Wadden area. At this moment data are still incomplete. So from our point of view the following steps lead to a strategy for conservation of nature and of sustainable possibilities for recreation:- identify the processes and areas which need extra protection. -identify the unique opportunities the area offers. -identify frictions between existing tourism and nature conservation goals. -select the types of tourism and recreational activities that can be accommodated in harmony with the area and the goals. -make choices regarding: "when', "where" and "what amounts'. - formulate clear policy goals. - develop indicators to monitor and -execute itTime is ripe to make choices and there are already some hopeful initiatives. In "Nord Friesland a "Zukunftswerkstatt Tourism’s und Umwelt" is being drawn up with the aim to elaborate concepts for "umbel- und sozialvertrigliche Tourismusentwicklung'.The Dutch, German and Danish province and regions along the Wadden Sea started a project to develop a vision on sustainable tourism. The trilateral Wadden policy can encourage these initiatives. In 1997, in State, there should be an acknowledgement of the importance and effects of land based recreation at a trilateral level. It must be possible to developa common strategy for all tourism and recreation activities in the trilateral Wadden area, particularly in the light of the ecological and landscape goals that have already been agreed on in the past and which also reflect the recreational interests.译文:旅游业共同关心的问题摘要旅游业协会针对瓦登海问题进行了讨论，讨论的内容是关于陆地活动与自然和谐以及环境的保护。
越南旅游产品开发外文文献翻译2014年译文3200字
越南旅游产品开发外文文献翻译2014年译文3200字文献出处: Friedman D. The development of Vietnam tourism products [J]. The Journal of International Travel, 2014, 15(6): 55-71.（声明：本译文归百度文库所有，完整译文请到百度文库）原文The Development of Vietnam Tourism ProductsFriedman DAbstractTourism product development and innovation is the key to tourism competition, each country can develop tourist satisfaction products, decide how much to the visitors and tourism competitive power degree, the design of tourism products and innovation is crucial for the development of tourism. In this paper, the Vietnamese, analyzing the present situation and problems of the development of tourism products to evaluate each tourist products.Key words: Tourism product development; Vietnam1 The development present situation of Vietnam tourism productIn recent years, the implementation of the national comprehensive reform of Vietnam's economy has maintained a high level, the growth of tourism has outstanding contribution. Tourism has been identified as one of the important sector of the economy, the government has been focus in order to promote the development of tourism industry and provide many specific Suggestions at all levels and departments and potential in the whole society and national strength. In 20 years ago, Vietnam tourism growth levels still ranked as the last in southeast Asia,but now Vietnam tourism growth levels have been rising average in southeast Asia. In 1994, Vietnam has hosted over 1 million international tourists, from 1994 to 1994, 10 development, the number of international passengers has been increased to nearly 3 million people, 300% increase over 1994.And in 2010, the number of international passenger number has reached 5 million, increased by nearly 170% over 2004.With the increase of number of passengers, the revenue of tourism industry is becoming more and more high.Vietnam has very rich tourism resources, cultural resources from ecologicalresources. Tourism resources is the foundation of the tourism. So, Vietnam is a country full development potential of tourism. According to the current tour resources, Vietnam's main developing island tourism, cultural and ecological tourism. Most of the passengers choose to Vietnam for tourist destination and to experience the special and appreciate its unique scenery. Of island tourism development present situation, island tourism attracted 70% of the total international travelers, 50% of domestic passengers, accounting for 70% of the total amount of the national tourism revenues. Vietnam has a large number of development of island tourism coast and the size of the island. The number and level of accommodation facilities are continuously increase and improve, especially more than 3 star accommodation facilities mostly concentrated in coastal areas.2 Vietnam tourism product development evaluation2.1 Island tourism productsCoastal resources is Vietnam's most important tourist resources. Long sea lines with different climate make island has different features, such as: the beaches, islands, lagoon, bay, etc.Because of the terrain and climate partition, each are not identical in the form of haicheng in Vietnam. The diversity of land with mountains, hills and plains dozens of beautiful beach. Especially the bottom of the sea, the island has many attractive scenery, interesting caves. Due to its own belong to tropical monsoon climate, so in Vietnam can be effectively organized beach tourism activities all year round. Moreover, Vietnam beach tourist haven't environmental pollution. Coastal resources include rich vegetation, national forest, nature reserves, mineral water, water source, such as rare animals attract tourists to participate in the holiday travel, tour, sports, or scientific research, such as the attraction of the tourism activities. Coastal biological resources is also provide passengers with food and specialty resources, to make beautiful art by hand travel products provide raw materials (such as tortoise shell, pearls, coral, wood, etc.).2.2 Cultural tourism product evaluationVietnam has four thousand years of history, thus have great potential in terms of cultural tourism development. Cultural tourism is to create the most species form oftourism, tourism products is the most classic form of tourism destination. Each nation's unique culture characteristics is an important factor to attract tourists, the tourists want to know and experience the culture of different countries and regions. Therefore, the development trend of tourism industry in the world, although the life development lead to changes in lifestyle and requirements, but the development of tourism in cultural tourism is always leading tourism form.2.3 ecotourism product evaluationin recent years, the ecological tourism in the world many countries have increased rapidly, be widely attention andwelcome by the masses. In addition to natural protection, biodiversity conservation, cultural community, the significance of developing ecological tourism to the local communities, with beautiful landscape and the natural reserve in remote areas bring large economic profits, employment opportunities and increase the national income. In addition, the ecological tourism also help through the environment education, culture, history, entertainment and other activities and improve the intellectual property rights and public health. The climate of Vietnam belong to tropical monsoon climate, and about three-quarters of the area is a mountainous area, so the Vietnam's ecological tourism has great potential for development. Under the trend of developing ecological tourism in the world, Vietnam also is forming and developing many kinds of ecotourism products.3 Three Vietnam tourism products to develop new ideas3.1 Establish special island tourism productsVietnam island tourism overall product from above, can be divided into four special island tourism products, thus creating the image of special products to attract more tourists market: coastal landscape (main products long wan) of the sea, coastal seaside resort (main product is bonsai holiday coastal area and service, combined with heritage tourism), sea movement, the main products are some of the key sea international sports tourism destination (diving activity in nan tang, windsurfing in mina), island tourism, vacation and explore (rich island, Queensland island).For four kinds of special products in area of island tourism resources characteristics and classification. Northern area and coastal landscape become theleading product, is in central and south central NorthVietnam's coastal area, the largest in bonsai holiday and sea movement for leading products, with rich countries in southern island and the island tourism Queensland island products. These special products is the core of each regional tourism development, the development together with the region's tourism products system. In order to satisfy the tourist and rich journey, should use were culture or other characteristics of the tourism resources to create additional tourism products, tourism resources, promote and maintain the value of other tourism products development. Based on this, you can create some suitable for island tourism passenger's products, such as: dragon under the northern area of coastal tourism combined with the nearby city tourism and shopping tourism, coastal landscape tourism and recreational activities, enjoy gourmet activity combination, coastal landscape travel and appreciate the scenery of mountain area, understand the coastal mountains and customs and cultural characteristics; Central coastal resort tourism products with high central region combining with the common product development. Create high bonsai holiday products and experience, understand the central region and coastal zone, customs, habits and culture.Binhai holiday tourism products with hue, quango name provincial heritage tourism system; The bonsai eco-tourism products combined with national park ecological tourism activities;Binhai holiday products combined with sightseeing and shopping tour to explore tourism products, ecotourism products and islands.Island tourism product development of infrastructure, of seaside tourism destination tourism infrastructure when compared with other tourism products. But, also need to improve infrastructure and improve the close to the seaside tourismdestination. Develop more domestic and international flights to particular island tourism products of tourist destination. Improvement and development of the port transportation system and perfect water shipping network to meet the needs of maritime transport and tourism. Four special sea travel products have different travel purpose, therefore, have different sevice requirements, and also to the requirement of tourism personnel training. For coastal landscape tourism products need knowledge, culture, geography and geology in coastal resorts and tourism products of recoveryand health care, food and other aspects of knowledge. In addition, in fact, the high quality human resources mainly concentrated in the big cities, the coastal tourist destination in attracting high quality human resources is limited to a certain degree of. So, it is necessary to create a more professional training on near seaside tourism destination facilities, at the same time, the cultivation of the enterprise itself also want to do more projects.3.2 Establish the special cultural tourism productsVietnam now cultural tourism products mainly include: view and understand the local life and culture, heritage, historical sites, to understand and appreciate the food culture and national history. In fact, cultural tourism products only focus on cultural heritage and development of historic sites, lead to some cultural heritage destination appear the phenomenon of degradation or commercial. On this basis, the need to play - the value of social development under the perspective of cultural tourism products, to broaden the scope of existing traditional cultural tourism destination, can according to the following topics and develop cultural tourism products:Visit the sites to understand history and traditional history revolution;Visit cultural heritage or combined with experience of non-material cultural heritage; Festival tourism or combine with cultural heritage tourism;Religious tourism;Community culture and appreciate the food;Cultural tourism products was very rich, from the above subject orientation can create more cultural tourism products in each region. North of the old street - yen Bai - rich life of three provinces of northern clusters become the center of the cultural tourism. Hue - da nan - central quango name in the three provinces of cluster heritage cultural tourism products and appreciate the food as theme, also is the central part of the cultural tourism center.Mei Shu cities of the nations of central highlands residents cultural traditions and customs, is the main bond me Shu cultural tourism products. Southern and western delicacies and Kowloon residents of the Yangtze river delta of the traditional culture is a cultural tourism products here.Each region of the different culture to form the cultural characteristics of each region and distinguish the basis ofeach region.3.3 Establish ecological tourism special productsThe diversity of the ecological tourism resources of Vietnam and many special properties, which can well meet the needs of tourists. However, the development of guidance on the product type: biodiversity, ecological studies Vietnam - adventure tourism, natural ecological landscape. In order to ensure the development of ecological tourism, is bound to improve ecological tourism infrastructure, the next time, planning anddesign of each form of ecological tourism resources right accommodation type of research is also very important. Need to research and development of tourism resources of appropriate regulations and policies, business management and regional tourism activities. And ecological tourism service training organization improve cognitive course, step by step to national parks, nature reserves, investment, convenient to maintain, and meet the demand of tourists in the protection and development. In addition, because of the ecological tourism products only in the primary stage, therefore, in the process of ecological tourism product diversification, to carefully study is suitable for the type of ecological tourism and ecological tourist area's ability to not affect the landscape and the diversity of resources, the resources of protective unique service activities.译文越南旅游产品的开发作者：弗里德曼摘要旅游产品的开发和创新是每个国家旅游业竞争的关键，能否开发出令旅游者满意的产品，决定着游客量的多少和旅游业竞争实力的强弱程度，可见旅游产品的设计和创新对旅游业的发展来说至关重要。
旅游目的地品牌管理与营销(英文版)
The important significance of tourism destination brand uilding
Firstly, the tourism destination marketing must make the destination space region be branded. The brand provides a consistent image for the products and services of tourism destination. So that, the destination can be attractive and easily identified, which will increase a lot of value for tourism destination.
3.Residents of tourism destination
4.Relevant laws and policies
Tourism destination brand design
Brand is a collection of concepts, including brand name and logo. The basic strategy of brand naming: 1.Target market strategy 2.Consumer experience strategy 3.Emotional image positioning 4.Selecting strategy of independent random and descriptive calization and globalization strategy
6 principles of designing tourism destination
旅游目的地品牌识别——斯洛文尼亚案例外文翻译(可编辑)
旅游目的地品牌识别——斯洛文尼亚案例外文翻译外文翻译Tourism destination brand identity: The case of SloveniaMaterial Sourece: Journal of Brand Management Author: Maja KonecnikINTRODUCTIONThe research line of tourism destination brands is merely in its infancy. Despite earlier scepticism about transferring the brand concept to the tourism destination context, that concept has definitely attracted the interest of tourism destination researchers and practitioners of late. Although destination branding appears to be one of the newest research areas, the topic has been partly covered under the alternative label of destination image studies, which has been a subject of investigation for more than 30 years. Ritchie and Ritchie, however, stated that the development of a coherent and commonly accepted framework is essential for using branding theory in a tourism destination context.Although a tourism destination can be branded, considerable care should be taken in the transfer of branding principles to a tourism destination context. Because its application without sensitive inclusion and consideration of the significance of public space may result in acommercial orientation, which runs the risk of spoiling the identity characteristics such as social relationships, history and geography and by extension may destroy an area’s sense of place. In turn, within a global context place identity can contribute importantly, to the creation and sustenance of a distinctive competitive edge. Raising awareness of the historical nature of the concept of culture in relation to the ‘extraordinary’, hat tourists are in a search for, is relevant in the processes of identity formation at both global and local levels. Therefore, it is essential that the development of a tourism destination brand should adhere to a coherent theoretical framework and be jointly supported by its stakeholders.BRAND IDENTITYRecently, much attention has been devoted in the business and management literature to the concept of brand identity. Although various authors have been unable to accept a common definition they do share a common opinion, namely that brand identity development is a theoretical concept best understood from the supply-side perspective. Kapferer p.71 provides a very simple and clear explanation to gain an understanding of brand identity that underscores the significance of the supply-side perspective on the brand concept: ‘before knowing how we are perceived, we must know who we are’. According to his explanation, the tour ist destination, rather than the consumer, should define both its brand andcontent. A tourist destination is a complex concept, which is based on a myriad of different products, services and experiences; managed by different stake-holders tourism industry sector, public sector, government, destination management organisation, locals with a variety of ownership forms and often without an appropriate hierarchy with a set of rules for stakeholders to adhere to. Within such context, a brand identity can serve as a network picture, which draws, in turn on historical, national and cultural relation-ships to develop a common view, which becomes the basis for joint action for/or against change. In that sense, the supply-centric perspective of brand identity is significant and, among others, recognized by the International Corporate Identity Group, within the meaning of corporate identity proposed by Ind.The multiple roles of the brand identity concept are reflected in investigations. For example, Kapferer50 introduced a hexagonal model called the brand identity prism. It is based on six central components: physique, personality, culture, relationship, reflection or image and self-image. Later, de Chernatony’s model adapted Kapferer’s brand identity prism. In our opinion, Aaker and Joachimsthaler’s brand leadership model is so far the most salient one in the literature for three reasons. First, the model is systematic. Branding can easily become overwhelming in the multitude of components and theories that play a role in brand identity development. Therefore, there is a need to provideguidelines enabling decision makers to examine issues utilizing a three-phased structure: a pre-analysis of strategic processes; a tourism destination brand identity system analysis and a post-brand implementation process. Secondly, the model is comprehensive, that is, its brand leadership model underscores the subject in its breadth. The model covers both the strategic and visionary roles of managers rather than limiting the discussion to their tactical and reactive roles. It focuses on the issue of strategic brand control, that is, setting out what a brand should stand for from the perspective of relevant stakeholders, including customers and subsequently, communicating the desired corporate identity consistently, efficiently and effectively. Thirdly, the model is pragmatic because it recognizes that decision makers should be involved in both formulating and implementing the business strategy. Both the strategic vision of the decision makers and their corporate culture should have a significant influence on the destination’s brand strategy. In practical terms, it implies that a destination brand identity strategy should not promise what a destination cannot or will not deliver.TOURISM DESTINATION BRAND IDENTITY FRAMEWORKThis implies that the research that combines the marketing literature focusing mostly on the brand concept with the tourism literature focusing primarily on a destination’s image is still in its infancy. The most comprehensive and recent work to date in the literaturethat clearly high-lights the difference between the image-formation process and branding was published by Cai. This observation is significant because image formation is not synonymous with branding, albeit that the former constitutes the core of the latter. Image building comes one step closer but it lacks a critical link, namely, with brand identity. By underscoring the significance of the brand identity concept at the destination level, Cai’s work i dentified the main theoretical weaknesses of destination brand studies driven by a customer-centric perspective. Also, Cai proposed a conceptual model of destination branding that centres on building a destination identity through spreading activation theory. The latter results from a logic of dynamic link-ages that results from the activation of the brand element mix, subsequent image building, brand associations and marketing activities. Another advantage of the model is that it recognises that image, ‘as projected by the destination management organization’. Accordingly, it should be possible to assess the gap between the perceived and the projected image. The assessment provides an appropriate input for building the desired image that is consistent with the brand identity and ‘organizes social, historical, cultural and natural elements into a stream of impressions’. Within Cai’s model of destination branding the marketing function’s role is emphasised, while the model does not go into detail on how to build and develop a brand identity for a specific destinationThe tourism destination brand identity system represents the process of developing a destination brand identity, which incorporates relevant local cultural characteristics. As Aaker and Joachimsthaler suggested, a destination brand identity should include 6?12 such dimensions in order to adequately describe the aspirations of a particular brand. At least one of these dimensions must differentiate the tourism destination from competing destinations. Although these dimensions can vary from one destination to another, they can be summarised by four brand characteristics to persuade tourists to visit Slovenia instead of other destinations. These are the brand as a product, the brand as a symbol, the brand as an organization and the brand as a personality. Modern tourists want to experience ‘a sense of place’ when visiting a destination. Therefore, experiential and symbolic benefits play as important role as functional benefits in a destination brand’s identity.CONCLUSIONSIn the literature, the importance of the brand identity concept seems to be commonly accepted as an important perspective on brand investigation. In contrast, the tourism research publications have paid little attention to this topic. This observation presented a motive for the present paper, which provides theoretical underpinning for the tourism destination brand concept from the owner’s perspective. One justification for the paper is that it complements previousinvestigations that approached tourism destination branding from a perceived image perspective. We underscore in our paper, the potential danger of prescriptions, which result from a single-minded tourist-centric perspective. The identity-based approach offers a counter perspective to tourist- driven marketing, n that it affords ‘insiders’ the opportunity to project their image of Slovenia’s essence and within such context experience identity, that is, to connect in one way or another with the emotional feelings of the host译文旅游目的地品牌识别??斯洛文尼亚案例资料来源:品牌管理的杂志作者:玛雅简介与许多以产品品牌为主题的科学贡献不同的是(很少的服务和企业品牌),旅游目的地品牌研究路线,只是处于起步阶段。
旅游景点的吸引力和竞争力研究外文文献翻译旅游目的地2012年3000多字
旅游景点的吸引力和竞争力研究外文文献翻译旅游目的地2012年3000多字XXX years。
As a result。
it is XXX attractive to potential visitors and how they can XXX.One way to measure the XXX is through the use of indicators。
Indicators XXX factors。
such as the quality of the natural environment。
cultural heritage。
infrastructure。
and services.Another XXX is the role of marketing。
Effective marketing can help to create a positive image of a n and attract XXX。
it is XXX and focused on the specific characteristics that make a n unique and attractive.In n。
the development of XXX can help to preserve the natural and cultural resources of a n。
while also providing XXX.Overall。
XXX is essential for their long-term success。
By focusing on indicators。
marketing。
and sustainable practices。
ns XXX.The present study aims to XXX' XXX' feelings of well-being。
XXX in a given area。
目的地旅游营销-外文翻译
外文翻译原文Title:Tourism Marketing for cities and townsMaterial Source:Tourism marketing for cities and townsAuthor:Bonita. M .KolbDestination branding is growing rapidly as an approach to tourism destination promotion. Many destinations - from individual cities to entire countries - are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists. This work demonstrates how destinations - big and small - can successfully harness the power of branding.Brands in tourism can be found in many categories of goods and services influence many diverse facets of tourist activities. A brand enables tourism producers to charge more money for their products and services, while it also given them the responsibility of maintaining and enhancing the brand reputation. However, the changing values of a specific tourist will affect the perception and the feelings that he may have toward the brand. A brand is not a tangible value and a tourism brand is the dynamic reality of the brand. It is a historically and cultural-rooted phenomenon. Today’s tourists live in a world of increased interconnectivity and transnational information flows which may necessarily affect the way in which they relate to the brands. The rise of a global information platform has further enhanced globalization processes. This platform is the product of a convergence of the personal computer, the capability of the fiber optic cable to increase access to digital information. Although many studies have been focusing on the issue of tourism products branding and an increasing number of them have been concentrating on destination branding, little has been said if the relationship between globalization forces and the phenomenon of branding in tourism. To which extent the increasing importance of branding in tourism relates to the globalization processes remains a rather unexplored issue. Although research of branding in tourism from a globalization perspective is seldom, a general opinion exist among scholars that tourism is increasingly globalized.Subject to mold to create a tourist destination a competitive advantage the most powerful instrument Subject destination a competitive advantage is the most powerful tool. A good personality Vision can form the subject of a longer period of time destination monopoly, on the contrary, a tourist destination if the image of cross-subject paste, confusion, it is easy to help visitors experience dull, Low Repeated customers. Tourist destination decision-makers to have insight into the trend of the times the capacity of information conversion, put the image of subject with the world trend of tourism development linked to enhance the tourist destination on the target market of consumers Attraction.1. The benefits of a place’s brandThe benefits of a brand have been researched fairly comprehensively. Research has concentrated strongly on branding physical products, and only recently have the fields of branding services and places research been investigated. When it comes to the benefits of a brand, the fields of branding do not differ much from the previous results. A brand is created in the consumers’ mind and the benefits of a branding apply to countries and businesse s. It also facilitates the customer’s decision-making, reduce information retrieval and diminish risk. A brand protests the organization’s marketing and brings long-terms strategic benefits.A place build its own brand, it can influences the field’s public diplomacy and forces places to develop their attractiveness and marketing, to promote their uniqueness. In future, important factors for attractiveness will include: culture; environment; social development; the place’s atmosphere; and the images related to its brand. A place has a strong brand, it can not only attract businesses and investments, also promote the goals of the tourism industry and exporting industries.How a destination is perceived regarding the quality of its products and services, how interesting its culture is considered to be, how interesting the destination or residence is considered to be ,what kind of opportunities are available, and what kind of factors exist in the fields of politics, economics, or diplomacy can all be link ed to one brand. Creating and maintaining a strong place brand brings benefits to all of these sectors.2. Focus on building a place brandAs mentioned above, a brand is created in a consumer’s mind and the benefits of the brand are suited to branding countries a nd companies. From the customer’s point of view, a place (country, city, or the resort) creates one entity. For example, a tourist can plan a trip to Whistler Ski Resort in Canada, and build his expectationsbased on what the Whistler brand promises. During the holiday and after returning home, he sees the experiences as an entity was the holiday in Whistler what its brand promised? The customer neither knows, nor is probably even interested, which company produced each of the services, because he has created his brand contact with an entity called “Whistler”. However, from the producer’s point of view, the situation is more complex than just a single service company. There have probably been dozens of independent companies and other factors to produce the entity. A large group of people has been participating to create and enable service connects not with the company but with the Whistler brand as a whole. The idea behind the overall communication is that the customer will not separate the sources but reacts the image he has created.Place brands are based on absorbed information , own experiences and received information. The place can be profiled by serving information that is intended to guide the images to a direction. An image formed of a place is not the same as the place itself. An image is not only on objective information but also on people’s attitudes and values and their consequent expectations. An image of a place is an attitude-based entity comprising feelings and values, which is created in interaction with the person’s self-image, group identity and information about the place.A place defines its desired situation, its target identity, based on its core values. This is the active stage of the image process where the owner of the brand (message sender) can influence the outcome. The building of an image of a place in the receiver’s mind is a passive stage of the process. Built images are different depending on the receiver’s previous experiences, opinions, Impressions and personal characteristics. However, images are always right and true. A marketing message cannot penetrate the target markets in a form the sender wants because there is a lot of noise, fuss and competitors’ actions that change and redirect the message.3. Promoting the brandBrand marketing is the base point to create the brand, the brand into a brand as the goal, to strengthen, consolidate and enhance the competitiveness of brand marketing for the core activities and processes. From the system point of view, brand marketing is a comprehensive and detailed understanding of the marketing environment, based on the use of specific products and services, specific corporate and product image, to attract a specific consumer groups, affect consumer psychology, culture-specific Consumer loyalty, and then formed the company withindependent intellectual property rights, a strong market appeal and its strong competitive brand.The destination brand image building through positive activities to choose a combination of brand elements, so that the process of its own brand to make a difference. These factors include the brand name, term, logo, symbol, design, symbol, slogan, package. As tourist destination by a number of elements, so the destination brand and generic products, or service brand, compared to more complex. Can be said that tourism destination brand is a collective activity, which includes a large number of stakeholders, not only to consider the destination brand and the end result, but also the dynamic process of the formation of the destination brand.Once the tourist products analyzed, a segment of potential visitors is targeted, and the place’s image has been branded, the next step in the marketing process is planning the promotion. The promotional plan will be designed to communicate to the targeted tourist segment the city’s image and the benefits provided by visiting the city. Much more is involved in developing a promotional strategy than putting together a clever slogan and a glossy brochure. To successfully attract tourists, the promotional material must communicate to the visitor the intangible benefits of the visit experience.Promotion can be designed to Persuade rationally by providing factual information that potential visitors need for decision making. Promotion can also be designed to use emotional persuasion to attract potential tourists. Whether a rational or emotional approach is used, the city’s promotional message must compete for the consumer’s attention with numerous other messages. To be heard through this “noise,” a combination of promotional methods must be used. The different methods available to promote are usually referred to as the promotion miss and include advertising, sales incentives, public relations, personal selling, and direct marketing. The choice of which method to use depends on the complexity of the information needed to be communicated, the best means of communicating this information to the tourist market segment, and the city’s marketing budget.The method most commonly used to communicate information to potential visitors is advertising. This would include ads, brochures, flyers, billboards, and television and radio. However, sales incentives are of growing importance in the field of tourism marketing because they can be used to motivate specific groups to choose the city over competing destinations. They are also relatively inexpensive compared with the cost of advertising. Sales incentives that can be used for tourismpromotion include price deals, contests and sweepstakes, premiums, and frequency programs. Sales incentives can provide the potential tourist with the needed extra inducement to visit. Public relation uses press releases, speeches, photos, and sponsorship to keep a positive image of the city in the public’s mind. Direct marketing uses technology to communicate a customized message to individual potential tourists.The effort needed to create promotional material is increased if the city decides to promote to both individual tourists and travel intermediaries, for different methods of promotion will be needed for each group. However, marketing to travel intermediaries can be worth the effort because each convention or tour can bring in many individual visitors. In promoting to travel intermediaries, more personal communication methods can be used, because there are fewer contacts with whom to communicate. These personal communication methods include personal selling, trade shows, and familiarization tours. Familiarization tours are when the decision makers form the travel intermediary visit the city. Personal selling is also important and involves visiting tour operators and exhibiting at trade shows.4. SummaryMarketing is the process of process of providing goods, services, ideas, and experiences that are needed and desired by consumers. Destination tourism is not a new phenomenon; there is a long history of people traveling to visit the places. Destinations have always been seen as places that provide excitement and experiences. The numbers people traveling have increased dramatically because of increased economic ability to do so and the growth in communications technology and transportation infrastructure.Marketing theory is built around the concept of the four p’s of product, price, place and promotion. The marketing of cities is unique because the potential tourist must be motivated to take the time and make the expense of visiting. Marketing cities is also unique because the city is a combination of a product and service that provides the visit experience. These differences result in product and service that provides the visit experience.To effectively market a city, the city’s image and brand must be developed and then communicated the potential visitor. This positioning will describe a particular benefit the city has to offer. Once this has been accomplished, a brand image consisting of a slogan and logo will be created. As a final step in this process, communication will be developed to promote the brand. The brand should beincorporated into all the promotional material by the city.译文标题：目的地旅游营销资料来源: 城市的旅游市场营销作者：博尼塔·M·科尔布旅游目的地品牌正在迅速增长作为旅游目的地推广的做法。
旅游产品开发的新视角外文文献翻译2014年译文3300字
文献出处: Hill, John. A new perspective of tourism product development: The Case of South Korea [J]. The Journal of International Travel, 2014, 35(3): 125-141.（声明：本译文归百度文库所有，完整译文请到百度文库。
）原文A new perspective of tourism product development: The Case of South KoreaHill, JohnAbstractAs the tourism consumption rising demand for personalized, tourism consumer’s independent participation consciousness enhancement. Tourism product development to meet the growing demand for personalized, tourists pay attention to the experience of tourists is crucial. The development of modern society and the change of consumption concept, tourism are more likely to experience the real life experience, enhance feelings of self-realization. The authenticity of the tourist experience is the cultural meaning of tourism activities.In the study of tourism experience, authenticity is one of the core issues. The study of experience of tourism authenticity, not only has theoretical significance of cultural studies, and has a guiding significance to tourism development. In recent years, tourism research in the field of authenticity as the academic concern increasingly, especially in terms of tourism culture, from the perspective of tourism experience less research of the tourism product development research.Key words: authenticity; Experience; Tourists; Tourism product development1 Tourism product development processContrast the status of the previous South Korean tourism product development, be helpful for us in the tourism product development in the era of experience economy into more targeted experience elements, enhancing the market value of tourism products. In South Korea tourism product of the market by the buyer to the seller's market, selling changes - the three stages of buyer's market.1.1 The first stageThe characteristics of this stage is give play to the resource advantage of primarycharacteristics of supply oriented seller's market, is also the number of tourist product innovation stage of development, especially the number of tourist spots. Before 1987, nearly 70% of tourists tourists travel purpose is, arguably, the history of South Korea tourism is in accordance with the history of tourism products. This one phase, the south Korean tourism under the policy of opening to the outside world and invigorating, started from the past political reception, cultural exchange is given priority to, to give priority to with business services, earning foreign exchange of economic business, the tourism market is basically a seller's market, tourism product innovation basic work mainly focused on giving full play to the advantages of resources, expand the number of tourist spots. South Korea tourism products in this period is given priority to with primary resources, variety single, the structure is not complete, rely mainly on the increase of the number of the tourist attractions and tourism facilities to meet the needs of tourists. Traditional on the basis of the resources of tourism products is very rich, South Korea tourism product development based on tourism as the breakthrough point, to Korean culture as the main body of the purpose of the rapid development of market monopoly to South Korea tourism products play an important role1.2 The second stageThis stage is the continuing development of tourism at the same time, begin to pay close attention to the special tourism products and the development of special tourism products. After the first phase of development, a south Korean tourist product and have been able to put into the market on a large scale, but the same time the world tourism market consumption trend towards, pure purpose of products in the market space gradually narrowing, real special tourism and special tourism products, tourism market a major Asian tourism at the same time adjustment, declining proportion of intercontinental travelers, tourists from close range scale expands rapidly. Close the popularity of the tourist not only expand the market space, deduce the specific tourist motives more diversification and the diversification of tourism way. Participatory, entertaining and distinct personality constitutes a new market focus for the integration of new products and development trend. In 1987, the national tourism administrationproposed change single do line situation, special tourism and special tourism development, the development of the individual and family travel, form a pattern of diversification of products. Since the early 1990 s, South Korea tourism departments and enterprises pay attention to the use of South Korean tourist resources type, features colorful compose various types of tourism product development. Since 1992, a year to determine the different theme, with focus on the promotion of different types of tourism products. Holiday products to drive the rise of the special tourism development and construction, prompted South Korea tourism products to form sightseeing, holiday and special pattern of the three pillars of tourism products. (2) This reflect a shift from a seller's market to a buyer's market, on the other hand shows that South Korea tourism market consciousness and competition consciousness gradually enhanced. Tourism product development by relying on resources to expand the number of tourist spots, also gradually transformed into construction with emphasis and plan a batch of tourist routes, tourist route construction to stimulate the development of tourist spots and the depth of the tourism resources development. At this stage, a buyer's market trend of tourism product makes tourism products in every link more closely contact with the market demand, tourism product diversification and specialization trend gradually formed, and pay attention to hardware product quality and improve the quality of our services, in order to improve the economic benefits of the tourism industry as a whole.1.3 The third stageThis stage is a buyer's market stage of development. Concept of market competition, tourism enterprises and tourism managers to research the demand of tourists, to design a marketable product. Is a comprehensive very strong products, tourism products require breakthrough construction of tourist route in the past, become a including tourism destination image construction, the coordination with economic and social development of tourism, tourists, local residents and tourism practitioners, the tourist ecological social environment coordinated coexistence, every aspect of system engineering. Along with the development of regional tourism, tourist activities on the near distance and developed, and the supply of tourist activitiescharacteristics change requirements change along the traveling route line of original model, and into the travel purpose ground roll out, to tourism destination as a unit of overall construction, coordination and optimization of the tourist products, the tourists in the tourist destination can fully meet the demand of various substances spirit. This prompted the tourism product marketing gimmick diversification, into service and experience factors in the product, meet the demand of tourist’s mental stage.2 Two problems existing in the tourism product experience2.1 Type single tourism product experiencePine with Gilmore put forward to make people feel is one of the most abundant experience include entertainment, education, and escape from reality, aesthetics four types of experience, the experience type is rich, experience the better the results. South Korea now experience of tourism products is given priority to with the purpose, more dominant aesthetic experience, only to mobilize the visual sense in experience, experience type single make profound cultural connotation of tourism products difficult to explicit, and for some cultural relics of ornamental also need certain professional background knowledge, aesthetics and education experience very snorkeling, tourists to tourism products stay in watching, buildings, monuments and so on the surface of the scenic spot tourism experience content, the lack of deep, various types of tourism experience.2.2 Travel experience the same contentNo patents, tourism products have the features of easy to imitate. Traditional Korean tourism product innovation is insufficient, the phenomenon of redundant construction is more common. South Korea tourism product regardless of from the type and quantity is very rich, but in actual travel, content is similar, resource characteristics have not been able to come out of the full performance. At the same time, the design of tourism projects lack of features, the experience of the same content makes visitors feel familiar, it is difficult to obtain the unforgettable travel experience, tourism products lack of professional travel experience design. And experience respectively the core elements of tourism is the tourism product experience provided by the object with the tourists everyday life, the difference of the differenceis larger, the more can stimulate the tourists travel desire, also has development value. The present tourism products lack of diversity development, it is difficult to meet the demand of tourist’s experience.Experience respectively the development of tourism products in South Korea is still in the theory of infancy, domestic academia for its research is limited, although scholars have carried on the preliminary study on tourism experience, is only for one tourism product shallow levels of discussion. Due to the development of the theory of experience economy in South Korea at an early stage, there was lack of experience on tourism products design experience respectively.2.3 Tourism experience of participationTraditional Korean tourism product development mode is a resource - oriented, the dependence on resources to product development. For most of the tourism products, or directly to the original resources as the project, make tourists can experience the resources of ecological and historical value, the development depth is not enough, not characteristics. At the same time, need few tourists involved to complete the project, the development of tourism products to stay on the surface of experience, and the resource itself very little contact with the local population. Product development lack of innovation, imitation, following severe, similar products, to the use of resources at the simple extensive stage, can't meet the personalized needs of unusual experience for visitors3 The tourists and the development of tourism productsFor different types of tourism products, the authenticity of tourists demand is different. Here we combine clement chug in the authenticity of the tourism experience rule and the scenic area management problem "as a law in this paper, we summed up experience of tourism authenticity. Author put all the scenic spot is classified into humanities scenic spot and the natural scenic area, and puts forward the concept of the original true scenic area, it refers to those who have experienced a certain time of the historical and cultural precipitation, less interference or destruction of the scenic spot.For with a history of ontology in the sense of real estate field and reflect real life custom tourism destination specific landmark tourism cultural products, namely theoriginal true strong tourism products, such as historical and cultural heritage, cultural relics sites, from the objective, they are real, for these scenic area, the main task of management is to protect the good humanities and natural environment, the less artificial interference, to give visitors experience the real; At the same time in the cultural objective authenticity intact at the same time, should pay attention to environment, and guide the design of the artificial factors such as service. To reflect the cultural activities held at the destination, such as some real folk music, dance, and some onto the stage of festival celebration activities, can understand from the perspective of structuralism real authenticity. Authenticity of experience can be increased by operating organization, Pierce (1986) argues that authenticity can be achieved by the experience of the physical environment, social interaction, and based on the experience of people get, theatrical real also can let visitors get high quality tourism experience. At the same time, the enthusiasm of the community residents to participate in is also very important.England's rural tourism is, through the method of "reproduction history", through the participation of visitors and the community residents to improve interaction effect of the authenticity of the experience. Held in destination for the destination of the cultural activities outside of products (such as theme parks) the authenticity of the experience, can be interpreted from the perspective of existentialism real, tourist experience has nothing to do with the object of tourism, tourist experience has intensified, intoxicated, feel the real self. Experience of this kind of tourism products is short, need to inspire visitor’s experience, objective existence not true to the real experience, and constantly to update the tourism products, tourism products to achieve sustained development.译文旅游产品开发的新视角：以韩国为例作者：希尔·约翰斯摘要随着旅游消费个性化需求的上升,旅游消费者自主参与意识增强。
外文翻译旅游目的地品牌标识以斯洛文尼亚为例
HENAN INSTITUTE OF ENGINEERING外文翻译题目焦作云台山旅游目的地品牌营销研究学生姓名刘凯专业班级市场营销0842学号 200812111232系（部）工商管理系指导教师(职称) 张建华教授旅游目的地品牌标识：以斯洛文尼亚为例摘要：本文旨在从供应一方来探讨旅游目的地品牌形象的概念，与那些关注以需求为驱动力的旅游者感知旅游目的地品牌形象的研究相比较。
研究人员和专业人士一致认为从品牌的标识和形象认知方面去分析品牌概念在合适的情况下是必要和不可分割的。
不过，这项研究认为，旅游目的地品牌的调查主要从知觉形象的角度进行。
因此，缺乏供应方研究可能会对旅游目的地品牌产生不平衡的看法、误解和疏忽，本文引用了一系列理论框架来设计分析旅游目的地的标识。
特别是对斯洛文尼亚的个案研究。
关键词：品牌标识品牌概念斯洛文尼亚旅游目的地品牌概念1.绪论尽管早期研究者们对从品牌概念到旅游目的地环境的转移持怀疑态度，这一概念在后期却引起很多研究旅游目的地的专家和学者的兴趣。
虽然旅游目的地能够被品牌化，但是我们依然要十分关注品牌原则到旅游目的地环境的转化。
这种方法可能会太过于商业化而损坏旅游景点的特色。
比如在全球环境下建立自身品牌所需要的社会关系、历史文化和风土民情。
这些都有助于使其与竞争者区分开来。
一些研究人员逐渐意识到文化概念中历史文化的特殊性，因此，旅游目的地品牌的发展应该坚持连贯的理论框架并且得到相关利益者的支持。
至今，大量的旅游目的地的研究相继从需求一方定义品牌概念。
这样就可能致使很多研究从消费者形象认知方面去了解旅游目的地。
相比较，供应商对旅游目的地品牌的观点却被全部忽视了，研究品牌概念的科学家和学者一致认为从供求双方分析品牌是必要的。
De Chernatony 甚至认为当今的品牌分析应该把品牌识别概念和品牌形象概念联为一体。
本文探讨旅游目的地品牌，从内部，即供应方的观点出发。
特别地是它有助于为片面一方提供选择，即从需求驱动的角度去认识旅游目的地品牌形象。
外文翻译--旅游目的地品牌标识：以斯洛文尼亚为例
本科生毕业论文外文资料翻译专业XXXXXX班级 XXX班姓名 XXXXXX指导教师XXXX（讲师）所在学院XXXXXXXXXXX附件1.外文资料翻译译文;2.外文原文译文一：旅游目的地品牌标识：以斯洛文尼亚为例关键词：品牌标识；品牌；概念；斯洛文尼亚；旅游目的地；品牌认知摘要：本文从供应方角度探讨旅游目的地品牌标识的概念，对比研究，此研究侧重于需求驱动的、游客感知的旅游目的地品牌标识。
研究人员和从业人员从标识和形象感知两个视角得出一个结论，在适当的地方，品牌概念分析是必不可少的而且应该是交织在一起的。
但是，这项研究认为旅游目的地品牌的调查主要是从形象感知视角。
因此，研究提供的从供方视角深入了解的缺乏可能导致对旅游目的地品牌的可能性和局限性有不平衡的看法，甚至误解和疏忽。
本文介绍了一个理论框架，它的目的是分析旅游目的地标识，特别是对斯洛文尼亚的实证研究。
简介不像许多科学的贡献涵盖产品主题品牌（和很少的服务和企业品牌），旅游目的地品牌线的研究仅仅才处于起步阶段。
尽管早些时候对旅游目的地环境传递品牌理念存有怀疑，但这一概念无疑引起了旅游目的地的研究人员和从业人员的兴趣。
虽然目的地品牌似乎是一个最新的研究领域，但在目的地标识研究的替代标签下，部分主题已被覆盖，并且调查期超过30年是一个问题。
然而，里奇和里奇指出，在旅游目的地的背景下，利用品牌理论发展一个连贯的和普遍接受的框架是必不可少的。
虽然一个旅游目的地可以被品牌化，但对旅游目的地环境的品牌原则转让有很大的忧虑。
因为它的应用没有敏感的包容和考虑公共空间的意义，这可能导致变为商业取向，它运行具有破坏标识特征的风险，如社会关系、历史、地理和通过扩展可能破坏一个地区的地方特色。
反之，在全球化背景下，对创造和维持一个独特的竞争优势来说，地方的标识会作出重要贡献。
在全球和各级地方，“不同寻常”的历史自然文化概念认识的提高与标识形成的过程有关，那正是游客所要寻找的。
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旅游品牌定位外文翻译文献(文档含英文原文和中文翻译)原文：Destination brand positions of a competitive set of near-home destinationsAbstract: Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007) found at least nine potential research gaps warranting attention by researchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have been successful in enhancing brand equity in the manner intended in the brand identity. The purpose of this paper is to report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007.A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time.A key implication of the results was the finding that there was no change in brand positions for any of the five destinations over the four year period. This leads to the proposition that destination position change within a competitive set will onlyoccur slowly over a long period of time. The tabulation of 74 destination branding case studies, research papers, conceptual papers and web content analyses provides students and researchers with a useful resource on the current state of the field.Keywords: Destination branding; Consumer-based brand equity; Short breaks; Destination image; Destination positioning IntroductionA brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods from those of competitors.Destination branding is the set of marketing activities that (1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination; that (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; that (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that (4) reduce consumer search costs and perceived risk. Collectively, these activities serve to create a destination image that positively influences consumer destination choice.Branding is therefore considered mutually beneficial from boththe supply and demand perspectives. Enhancing the ability of the brand to differentiate effectively can generate advantages for products and services, such as increased purchase intent, lower costs, increased sales, price premiums, and customer loyalty. Advantages for destination marketing organisations (DMO) include increased potential to differentiate against places offering similar benefits, increased destination loyalty and increased yield for stakeholders such as local tourism businesses and travel intermediaries. Benefits for the traveller include ease of decision making through reduced search costs, reduced risk, and possibly enhanced brag value.The focus of most research reported to date has been concerned with the development of destination brand identities and the implementation of campaigns One area requiring increased attention is that of tracking the performance of destination brand positions over time. That is, the extent to which destination brands' positioning and repositioning campaigns have been effective in enhancing brand equity consistent with that intended in the brand identity. This is an important gap in the tourism literature, given: i) increasing competition ; ii) the increasing level of investment by destination marketing organisations (DMO); iii) the complex political nature of DMO brand decision making andincreasing accountability to stakeholders;iv) the long-term nature of repositioning a destination's image in the marketplace. In terms of metrics for DMOs in general, a number of researchers in various parts of the world have pointed to a lack of market research monitoring effectiveness of destination marketing objectives, such as in Australia, North America, and Europe.The aim of this study was to track the brand positions held by a competitive set of near-home destinations between 2003 and 2007. For this purpose the efficacy of a hierarchy of consumer-based brand equity (CBBE) was trialled. CBBE was first promoted by Aaker and Aaker and more recently by and to supplement traditional balance sheet brand equity measures. The rationale underpinning CBBE as a brand performance metric is that consumer perceptions of the brand underpin any financial estimate of future earnings estimated in the financial measure of brand equity. Since a financial balance sheet brand equity measure will be of little practical value to destination marketers, the concept of CBBE is worthy of consideration by DMOs. However, the potential of CBBE for destinations has only recently attracted the attention of academic researchers.Author：Steven PikeNationality：AustraliaSource：Tourism Management, In Press, Corrected Proof, Available online 24 January 2009译文：就近目的地竞争组的旅游目的地品牌定位摘要：尽管品牌学兴起于20世纪40年代，第一个与目的地品牌相关的出版物却直到半个世纪后才出现。