外文翻译材料范文

外文翻译材料范文外文翻译材料范文 Temporal Aspectsof ThemePark ChoiceBehavior主题公园选择行为的诸多方面 Modeling varietyseeking seasonality anddiversification tosupport theme park planning 寻求各种造型 季节性和多样化来支持主题公园规划2THEME PARKS2 6A NANALYSIS OFTHE THEMEPARK ENVIRONMENT Although theme parks aremain driversof touristvisits tourists certainlyneed supportof otherservices toget toa destination Theme parkplans for example areinplete ifthe non attraction needsof visitors are ignored In thefollowing subsectionsthe elementsdefining the theme park environment are discussed the economic socio cultural andphysical environments transportation other infrastructure aommodation institutional elements and other tourists facilities and services All theseponents of the theme park environmentmay beinterrelated and mustbe wellunderstood inorder toplan develop andmanage theme parks suessfully 2 6 1E CONOMICENVIRONMENT Themepark planningefforts aremostly directed towards improvingthe economy because the economic impact of theme parks isgenerally positiveincluding increased directand indirectemployment ine andforeign exchange improved transportationfacilities andother infrastructurefor tourismthat residentsalso canutilize generation ofgovernment revenuesfor improvementof munityfacilities and services the multipliereffect within the localand regionaleconomy Although improvingthe economyis animportant goal it willnot be achieved unlessplanning for the economyis aompaniedby threeother goals enhanced visitorsatisfaction protected resourceassets and integrationwith munitysocial andeconomic life For example when theme parks useimported goods and servicesinstead oftaking advantageof locallyavailable resources Also tourism cancause inflationof localprices ofland goodsand services 2 6 2S OCIO CULTURAL ENVIRONMENTThere couldbeaconstructive interactionbetween theme park operationsand theirsocio cultural impact They canbring bothbenefits andproblems to the localsociety and its culturalpatterns A theme park in an areagenerates contactbetween residents and visitors This can be problematicin areaswhere thetraditional culturalpattern of the residentsdiffers extremelyfrom thatof the visitors ofa park Also when there is asubstantial socioeconomicdifference betweenthevisitorsand theresidents thismay causea problem For example problems mayinclude overcrowdingof facilities and transportation over mercialization misunderstandings andconflicts betweenresidentsandvisitors becauseof differencesin languages customs and valuesystems and violationof localdress andbehavior codes Theme parksespecially havepeak attendancefigures and thereforethe concentrationof visitorsin spaceand timeis amajor problem On theother hand tourism in an areamay improvethe livingstandards ofpeople andhelp payfor improvementsto munityfacilitiesand services iftheeconomicbenefits oftourism arewell distributed 2 6 3P HYSICALENVIRONMENT Theme parks environmental impactis mostlynegative and a causefor concern As theme parks havebeen designedspecifically toaommodate themodern visitor the environmentalimpact of theme parks can includevisual pollutionlike unattractivebuildings andstructures and largeunattractive carparks The spaceoupation of parks isenormous and mostly involvesdestruction ofparts of the naturalenvironment Other environmentalproblems areair andwater pollution noise vehicular andpedestrian congestion and landuse inpatibility Therefore an essentialelement of theme park planning isdetermining thecarrying capacitiesor usesaturation levelsof thearea 2 6 4T RANSPORTATIONPassenger transportationis avital ponentof the theme parksystem Theme parkshave arelationship withtransport systemsin anumber ofways Swarbrooke 1995 transport worksmake theme parks physicallyaessible topotential visitorsand thereforeare animportant factorin determiningthe numberof visitorsa theme park islikely to attract the existenceof majortheme parksand attractionsleads to the development of newpublic transportservices tomeet the demand of visitors transport isalso importantwithin destinationsto maketravel betweentheme parksand attractions and betweenattractions andservices aseasy aspossible modes oftransport canoften bean attractionin themselveswith passengersbeing encouragedto seeusing themas atype ofspecial event For example the canalboats in the Netherlands novel methodsof on site transportare usedto movevisitors aroundthe theme park inways thatwill addto theenjoyment of their visit Planners shouldconsider thatvisitor demandis seldomdirectedtowarda singletransportation modeas createdby businessand government Gunn 1994 Aess tospecific theme parks attractionsandcirculation withina destinationfrequently putseveral othermodes intoplay If anyone travellink failsto providethe quality of servicedesired the entire tripmay bespoiled The planningof intermodaltransportation centersis neededfor domesticlocal as wellas outside visitor markets 2 6 5I NFRASTRUCTUREIn additionto transportationfacilities other infrastructureelements includewater supply electric power waste disposal and telemunications These ponentsare usuallyplanned by the public sector Even thoughprivate andindependent decisionmaking arevalued highlyby mostenterprises inall tourismsectors each willgain bybetter understandingthe trendsand plansby others The publicsector canplan forbetter highways water supply waste disposal etcetera when privatesector plansfor attractionsandservices are known Conversely the privatesector canplan anddevelop moreeffectively whenpublicsectorplans areknown 2 6 6A CMODATIONAND OTHERTOURIST FACILITIESAND SERVICESAommodation hotels andothertouristfacilities provide servicesso that tourists canstay overnightduring theirtravels Other facilitiesnecessary for tourism developmentinclude tourand traveloperations restaurants retail outlets souvenir shops financial facilitiesandservices tourist informationoffices public safetyfacilitiesandservices ofpolice andfire protection A theme park andits environment need to be plannedin such a way that theentire array of physical features andservicesare provided for an assumed capacity ofvisitors It isimportant in planning the services businessesto realizethat theygain fromclustering Gunn 1994 Food services lodging and supplementaryservices mustbe groupedtogether andwithin reasonabletime anddistance reachfor thevisitor For example when thevisitor beginsto thinkof foodservice it seemsbest to be locatednear otherkinds offood services 2 6 7I NSTITUTIONALELEMENTS Finally institutional elementsneed to be consideredinplanningthe themeparkenvironment From nationalto localgoverning levels statutory requirementsmay stimulateor hindertourism development For example policies oninfrastructure mayfavor onearea overanother Also the administrativelaws andregulations caninfluence theamount andqualityoftourism developmentina particular area Policies of the manydepartments andbureaus cangreatly influencehow human physical andcultural resourcesare applied 2 7T HETOTAL TOURISMENVIRONMENTAthemeparkanditstotal tourismenvironmentneedtobea placein whichtheentirearrayofphysicalfeaturesandservicesareprovided for anassumedcapacityofvisitors The tourismsupply and demand marketare thetwo sidesthat requireclose examinationfor themepark planning Insight inmarket developmentsis necessaryfor takinga longerterm perspectivein themeparkplanning Therefore the latesttrends on the supplyanddemand side of the themepark marketare discussed We willstart with a shortoverview of the trendson thesupply side of thethemepark market worldwide then continuewith supplyside trendsin the Dutch themepark market the mainarea ofresearch inthis thesis Second developments onthedemandsideof themepark markets worldwidearediscussed as wellas developmentsand trendsin demandin the Dutch market 2 7 1S UPPLYSIDE TRENDSWORLDWIDE Thethemepark market worldwidehas growndramatically during the lastdecades For example in theUSA where mostof thethemeparktrends originated theme parkshave more than200million paidattendees eachyear Thach andAxinn 1994 This strongconsumer demandhas resultedin thedevelopment ofmany parks These parks are notonly growingrapidly insize andimportance but alsoare investingsubstantial amountsin newentertainment andfacilities and extendingtheir servicesinto relativelyunexplored areassuch ascatering andaommodation For example four majorthemeparksopened in1999 In theUSA Legoland Californiaand Universal s Islandsof Adventurewere opened For LegolandCalifornia morethan30million Legobricks wereused in the constructionof the128 acre facilityto createvarious displaysand modelsthroughout the park In additionto thosemade withthe actualblocks other rides and attractions are constructedto looklike theyare builtwith Legobricks The targetaudience oftheparkis youngfamilies withchildren upto age12 and nearlyall ofthe40ridesand attractionsaresomehow kidpowered The parkis expectingan attendanceof1 8million visitorsthe first year The Universal s Islandsof Adventure a110 acre park is locatedadjacent toUniversal StudiosFlorida The parkhas manyunique ridesandattractionsas wellas alarge selectionof themedtraditional rides such asroller coasters children s ridesandacarousel The thirdpark thatwas setforalate1999opening isthe GreatAdventure park in Brazil Problems withenvironmental issuesand zoningcaused aseven monthshutdown inconstruction Finally Terra Mitica located inBenidorm Spain isopened mid1999 Its themefocuses onthe Mediterraneancivilizations throughthe years Asia isthethemeparkmarketfor thenew millennium Zoltak 1998b For examplein China with alarge residentpopulation improving demographics with familysize shrinkingand inerising hasbrought agrowth ofthe domestictourism market In thebeginning there was the shoppingmall because Asianslove toeat and to shop To entertain the childrenas well some rides activities andexhibits wereadded andthis resultedin themeparks Even more several Asiancities like Bangkok Singapore andKuala Lumpur want tobee tourism hubs and themeparks arecentral tothese plans Recently the Hong Kong governmentannounced thedevelopmentofa Disneythemepark Although thegovernment hasactively publicizedthe benefitsthe projectwill bringtotheHongKongeconomy thereishowever stillconcern ifa reallyhuge Americanstyle parkwill workin Asia But if Japanis anyguide such apark seemstobehighly attractiveto consumers Tokyo Disneyland which openedin1983 attracted10million visitorsin itsfirstyear Although in the Asiancountries ashift fromshopping centersto themeparkscanbe seen the oppositecanbeobserved as well indicatinga growingrole ofretailing inexisting themeparks The relationshipbetween merchandisingand themepark visitsclearly haspotential forfurther growth and theadvantages ofstimulating thisdemand are being increasinglyrecognized bythemeparkoperators They areracing tosqueeze moreprofits outof theirrides activities andexhibits bylinking ridesto merchandiseand placinggoods atspots wherevisitorsaremost likelyto buy and thatis closetothekey rides activities andexhibits Marketing News 1997 The objectiveis togive peopleapartofthepark totake homeand sharewith others In Europemost themeparks werebuilt in the last25years First themeparkswere morea NorthernEurope phenomenon but recently several regionsand countriesin SouthernEurope havesupported thegrowth of themeparksas anattractive optionto increaseeconomic input For example Port Aventurain Spainopened itsgates forthe publicin1994 Due toall thesenew parksbuilt thethemeparkmarket is saturating Rose 1998 Consequently the petitionintheEuropean themeparkmarketis growing Not onlyin terms ofthegrowing numberof newother parks but alsodue toother usesof leisuretime anddiscretionary expendituresuch ashome based entertainmentsystems Managers oflarge themeparks areconcerned about the scaleoftheinvestments requiredto addnew excitingrides activities andexhibits totheir product Especially because agolden ruleis thata themepark everyyear has to expand their parkwith a new attraction toattractthe requiredlevel ofvisitors Dietvorst 1995 European themeparks investin averagetwenty percent oftheirturnover onnew orbetter rides activities andexhibits Sixty percentof theseinvestments isgenerated fromentrance feesand fortypercent fromcatering andmerchandising 2 7 2S UPPLYSIDE TRENDSIN THEN ETHERLANDSIn the Netherlands there aremore themeparks percapita than in anyother countryin WesternEurope Table2 1shows thatapproximately53percentofthe Dutchpopulation 6year andolder visited a themepark in1995 NBT 1996 Table2 1Percentage ofpopulation visitingathemepark byage andsex inThe Netherlands in19956 1415 2425 3940 6465year6year and over yearandoverMale Femaletotal83 61 65 40 21 52 54 53 Netherlands Boardof Tourism 1996 Table2 2The top twenty of most visited attractions inThe Netherlandsin1995Attractions Visitornumbers 10001 De Efteling2 Rondvaarten3 Noorder Dierenpark exl Safaripark 4 Burger s Zoo5 Duinrell6 Diergaarde Blijdorp7 Artis Aquarium Plaarium8 Rijksmuseum9 Drielandenp unt10 Ponypark Slagharen11 Diamantslijperijen12 Zeedierenpark Harderwijk13 Openluchtmuseum deZaanse Schans14 Vincent vanGogh museum15 Keukenhof16 Madurodam17 Recreatiecentrum deTongelreep18 Avonturenpark Hellendoorn19 Ouwehands Dierenpark20 Anne Frankhuis2 6502 1001 7101 5001 2101 xx 1601 0501 0001 0001 000930900840815800750680640620 Netherlands Boardof Tourism 1996 Table2 2shows thetop twentyofmostvisitedattractionsinthe Netherlandsin1995 Together theseparks attractedover22million visitorsin1995 of whichthe largestpart esfrom theNetherlands This makesthe Dutchthe mostenthusiastic themepark visitorsin Europe but verylikely alsothe mostdiscriminating ones The Efteling the largestandmostfamous themeparkintheNetherlands founded in1951in Kaatsheuvel attracts yearlyover2 5million visitors The parkspecializes inbringing the world s favoritefairy talesto3 D lifeand wona prizeasthebest amusementparkintheworldin1992 Teenagers willnot bebored either because the Efteling hasseveral hair rising rides The Eftelingis absolutelythe marketleader intheNetherlandsand forexample in theirpricing strategy all parksfollow theEfteling In theNetherlands withasea climate the attendancefigures forthe parkshave ahighly seasonaltrend Most ofthe parksoperate ona limitednine monthbasis from springtill autumn Most visitorsare attractedduringthesummer periodand shortholiday breaks especially inthe spring Also peaks inattendance canbe seenfor weekenddays The representativesofthemain parks intheDutch themepark sectorstated that the oupationof spacethat the parks requirewill increaseenormously tillxx Ministerie vanEconomische Zaken 1994 This iscaused by an increasingvisitors desire forquality andspace partly causedbythechanging visitorsegments e g more elderlypeople whoneed extrafacilities the needofparksfor moreand morespace forsufficient exploitation a changingthemeparkproduct parks areinvesting substantiallyin newentertainment andfacilities and extendingtheir servicesinto relativelyunexplored areassuch ascatering andaommodation to lengthenvisitors stayortoattract newsegments For exampletheEftelingrecently hasincluded agolf courseto itspark To extendtourists shortday visitsto anovernight orlonger staythey investedinahotel andbungalow park and openedtheir parkforthepublic duringevening hours 2 7 3D EMANDSIDE TRENDSWORLDWIDE Thenature ofconsumer tastesand preferencesis changing A numberof trendshave emergedthat influencetourist lifestyles and leisureand tourismchoices e g Temporal aspectsofthemepark choicebehavior Martin and Mason 1993 focus onincreasing personalneeds more activetravel participation more emphasison educationalexperience of leisure increasing displeasureat themeparks thatshow captiveanimals general concernabouttheimpactofmodern industry including tourismdevelopment onthephysical andsocial environment greater awarenessof risksto personalhealth andsecurity andthe contributionthat individualdiet andbehavior patternscan make The concernsofthethoughtful consumerofthe1990 s rangesmore widelythan justconsiderations ofhealth andthe environment Being thoughtfulmeans usingboth moneyand timemore carefullyfor activitiesthat bringreal andlasting benefitsrather thansuperficial show For themeparks this impliesthat visitorsarebeingmore thoughtfuland discriminatingin theirchoice ofparksin termsofboth thedestinations theychoose to visit andthe activitiesthey wantto undertakeonce theyhave arrivedatthedestination Because the travel marketsfor themeparks usuallye froma radiusof lessthan300miles parksaredependent onrepeat visits and repeatvisitors demandchange Some themepark managersbelieve theymust addanewride orattraction everyyear 2 7 4D EMANDSIDE TRENDSIN THEN ETHERLANDSIn theNetherlands demographicdevelopments areanother key