目的地旅游營銷-外文翻譯

1、外文翻譯原文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 brandi

2、ng 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

3、 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 o

4、f 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 sourists live in a world of increased interconnectiv

5、ity 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

6、 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 p

7、henomenon 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 tha

8、t tourism is increasingly globalized.word文檔可自由復(fù)制編輯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 dest

9、ination 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 th

10、e image of subject with the world trend of tourism development linked to enhance the tourist destination on the target market of consumers Attraction.The benefits of a place s brandThe benefits of a brand have been researched fairly comprehensively. Research has concentrated strongly on branding phy

11、sical 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 t

12、o countries and businesse. It also facilitates the customer-makmgecisionreduce 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 fielddiplomacy arpdjblicforces places to d

13、evelop 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 relatedits brand. A place has a strong brand, it can not only attract businesses and

14、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 oppo

15、rtunities 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.Focus on building a place brandAs mentioned above, a brand is created in a

16、 consumer s mind and the benefitsof 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 expectations word文檔可自由復(fù)制

17、編輯based 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, becausehe has

18、created his brand contact with an entity called “Whistler Hfowever, from the producer 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 pa

19、rticipating 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 experie

20、nces 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 conse

21、quentexpectations. An image of a place is anwith the personattitude-based entity comprising feelings and values, which is created in interactionwith the person-image, group identity and information about the place.A place defines its desired situation, its target identity, based on its core values.T

22、his 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 mind is a passive stage of the process. Built images are different depending on the receiver previous experiences, opinions, Impre

23、ssions and personal characteristics. However, images are always right and true. A marketing messagecannot 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.Promoting the brandBrand marketing is t

24、he 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 env

25、ironment, 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 with word文檔可自由復(fù)制編輯 independent intellectual property rights, a strong

26、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, pack

27、age. 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 bra

28、nd 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 im age has been branded, the next step in the marketing process is planning the promotion. The promotional plan

29、 will be designed to communicate to the targeted tourist segment the city s image and the benefits provided by visiting thecity. 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 m

30、aterial 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

31、tourists. Whether a rational or emotional approach is used, the city s promotional message must compete for theconsumer 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 ref

32、erred 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

33、 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

34、 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 tourism word文檔可自由復(fù)制編輯 promotion include price deals, contests and sweepsta

35、kes, premiums, and frequency programs. Salesincentives 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 nsind. Direct marketing uses technology to comm

36、unicate a customized messageto 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 tra

37、vel 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 in

38、clude 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.SummaryMarketing is the process of pro

39、cess 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

40、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, pricplace and promotion. The marketing of cities

41、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 th

42、e visit experience.To effectively market a city, the city s image and brand must be developed ancthen 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

43、created. As a final step in this process, communication will be developed to promote the brand. The brand should be word文檔可自由復(fù)制編輯 incorporated into all the promotional material by the city.譯文標(biāo)題：目的地旅游營銷資料來源：城市的旅游市場營銷作者：博尼塔 M 科爾布旅游目的地品牌正在迅速增長作為旅游目的地推廣的做法。 許多目的地（從 個別城市到整個國家）都采取類似的品牌戰(zhàn)略，像領(lǐng)先的企業(yè)能夠利用自身的 品牌名

44、稱與其他企業(yè)進行區(qū)分，通過情感的溝通與潛在游客進行聯(lián)系。當(dāng)然， 旅游目的地同樣可以利用品牌的力量進行推廣。旅游品牌是指能夠在眾多的商品和服務(wù)類別等許多不同方面中識別來影響 旅游活動。旅游生產(chǎn)商如果建立品牌產(chǎn)品和品牌服務(wù)，可以收取更多的錢，同 時也能保持和提升品牌聲譽和形象。而且，一個特定的旅游價值的變化會影響 游客對這個品牌的認(rèn)知和感受。品牌不是有形的價值，而旅游品牌是品牌的動 態(tài)現(xiàn)實，是一個歷史和文化層次的現(xiàn)象。如今隨著互聯(lián)網(wǎng)互通和跨國信息流動的日益強大，一定會對游客產(chǎn)生一定 影響，這些都涉及到品牌世界。雖然有許多關(guān)于旅游產(chǎn)品的品牌建設(shè)的研究，越來越多的人已經(jīng)把注意力集中在目的地品牌。在這個

45、信息時代，互聯(lián)網(wǎng)對于 塑造品牌形象具有重要作用，為其他旅游目的地在塑造品牌形象提供了經(jīng)驗借 鑒。在某種程度上說，旅游品牌的重要性日益增加涉及到全球化進程仍是一個 問題，因為從全球化視角下研究旅游品牌的很少。然而就目前而言，隨著旅游 業(yè)的不斷發(fā)展，旅游目的地品牌已被認(rèn)為是一種強有效的營銷工具，對旅游目 的地品牌的研究已經(jīng)成為國內(nèi)外旅游地營銷研究的重要趨勢之一。品牌是旅游目的地競爭優(yōu)勢的最有力的工具。一個良好的、個性宣明的主 題可以形成該目的地較長時間的壟斷地位；相反，若旅游目的地的品牌形象橫 糊、混亂，很容易使游客經(jīng)歷平淡，回頭率低下。旅游目的地品牌的建設(shè)要考 慮的因素很多，應(yīng)考慮人們對形成旅游

46、目的地形象的各因素，如該地的經(jīng)濟、 社會發(fā)展歷史在人們意識形態(tài)中的沉淀，旅游目的地的主題宣傳，目標(biāo)市場的 選擇，消費者所感興趣的內(nèi)容等。一、目的地品牌建設(shè)的好處從古至今，很多學(xué)者對于目的地品牌建設(shè)的好處進行了比較全面的研究。以前對于品牌研究側(cè)重于純粹的產(chǎn)品，直到近些年才有對品牌服務(wù)和地方研究 領(lǐng)域進行了深入研究。品牌是建立在消費者的頭腦，而品牌的好處是相對于國 家和企業(yè)而言。同時，它也能促進了客戶的決策，即降低信息檢索和減少風(fēng)險，word文檔可自由復(fù)制編輯 從而對目的地的營銷帶來長期的戰(zhàn)略利益。然而，若一個目的地建立自己的品牌，它具有發(fā)展該地和市場吸引力的力 量，可以影響該領(lǐng)域的公共外交，以此

47、促進其獨特性。其重要因素將包括：文 化，環(huán)境，社會發(fā)展，該地的氣氛以及有關(guān)其品牌的形象。目的地建設(shè)強大的 品牌，它不僅能吸引企業(yè)投資，也促進了旅游業(yè)和出口產(chǎn)業(yè)的目標(biāo)。那么目的 地是如何感知有關(guān)其產(chǎn)品和服務(wù)，蘊含豐富的文化資源的目的地被認(rèn)為是高質(zhì) 量品牌。創(chuàng)建和維持一個強大的地方品牌，有助于決定和形成競爭力以及有效 地識別傳遞的服務(wù)。二、著眼于提升建設(shè)目的地的品牌形象品牌是建立在消費者的頭腦，從客戶的角度看，一個地方（國家，城市或 度假區(qū)）創(chuàng)建一個實體。例如，游客可以規(guī)劃一趟在加拿大惠斯勒滑雪場，并 建立基于其期望的惠斯勒品牌承諾。假日期間和回國后，他認(rèn)為作為一個實體 的經(jīng)驗什么是惠斯勒度假的品牌承諾？客戶不知道，甚至可能對公司提供的每一 項服務(wù)也不感興趣，客戶只會從整體上來考慮其所反應(yīng)創(chuàng)造出來的形象，因為 他創(chuàng)造了它與所謂的“惠斯勒” 一個實體的品牌接觸。但是，從生產(chǎn)者的角度 來看，這種局勢的復(fù)雜不僅僅是一個單一的服務(wù)公司。目的地品