区域旅游研究外文文献

1、外文翻译之一原文正文：Destinationbrandpositionsofacompetitivesetofnear-homedestinationsAbstract:Althoughthebrandingliteraturecommencedduringthe1940s,thefirstpublicationsrelatedtodestinationbrandingdidnotemergeuntilhalfacenturylater.Areviewof74destinationbrandingpublicationsby102authorsfromthefirst10yearsofdest

2、inationbrandingliterature(19982007)foundatleastninepotentialresearchgapswarrantingattentionbyresearchers.Inparticular,therehasbeenalackofresearchexaminingtheextenttowhichbrandpositioningcampaignshavebeensuccessfulinenhancingbrandequityinthemannerintendedinthebrandidentity.Thepurposeofthispaperistore

3、porttheresultsofaninvestigationofbrandequitytrackingforacompetitivesetofdestinationsinQueensland,Australiabetween2003and2007.Ahierarchyofconsumer-basedbrandequity(CBBE)providedaneffectivemeanstomonitordestinationbrandpositionsovertime.Akeyimplicationoftheresultswasthefindingthattherewasnochangeinbra

4、ndpositionsforanyofthefivedestinationsoverthefouryearperiod.Thisleadstothepropositionthatdestinationpositionchangewithinacompetitivesetwillonlyoccurslowlyoveralongperiodoftime.Thetabulationof74destinationbrandingcasestudies,researchpapers,conceptualpapersandwebcontentanalysesprovidesstudentsandresea

5、rcherswithausefulresourceonthecurrentstateofthefield.Keywords:Destinationbranding;Consumer-basedbrandequity;Shortbreaks;Destinationimage;DestinationpositioningIntroductionAbrandisadistinguishingnameand/orsymbol(suchasalogo,trademark,orpackagedesign)intendedtoidentifythegoodsorservicesofeitheronesell

6、eroragroupofsellers,andtodifferentiatethosegoodsfromthoseofcompetitors.Destinationbrandingisthesetofmarketingactivitiesthat(1)supportthecreationofaname,symbol,logo,wordmarkorothergraphicthatreadilyidentifiesanddifferentiatesadestination;that(2)consistentlyconveytheexpectationofamemorabletravelexperi

7、encethatisuniquelyassociatedwiththedestination;that(3)servetoconsolidateandreinforcetheemotionalconnectionbetweenthevisitorandthedestination;andthat(4)reduceconsumersearchcostsandperceivedrisk.Collectively,theseactivitiesservetocreateadestinationimagethatpositivelyinfluencesconsumerdestinationchoice

8、.Brandingisthereforeconsideredmutuallybeneficialfromboththesupplyanddemandperspectives.Enhancingtheabilityofthebrandtodifferentiateeffectivelycangenerateadvantagesforproductsandservices,suchasincreasedpurchaseintent,lowercosts,increasedsales,pricepremiums,andcustomerloyalty.Advantagesfordestinationm

9、arketingorganisations(DMO)includeincreasedpotentialtodifferentiateagainstplacesofferingsimilarbenefits,increaseddestinationloyaltyandincreasedyieldforstakeholderssuchaslocaltourismbusinessesandtravelintermediaries.Benefitsforthetravellerincludeeaseofdecisionmakingthroughreducedsearchcosts,reducedris

10、k,andpossiblyenhancedbragvalue.ThefocusofmostresearchreportedtodatehasbeenconcernedwiththedevelopmentofdestinationbrandidentitiesandtheimplementationofcampaignsOnearearequiringincreasedattentionisthatoftrackingtheperformanceofdestinationbrandpositionsovertime.Thatis,theextenttowhichdestinationbrands

11、'positioningandrepositioningcampaignshavebeeneffectiveinenhancingbrandequityconsistentwiththatintendedinthebrandidentity.Thisisanimportantgapinthetourismliterature,given:i)increasingcompetition;ii)theincreasinglevelofinvestmentbydestinationmarketingorganisations(DMO);iii)thecomplexpoliticalnatur

12、eofDMObranddecisionmakingandincreasingaccountabilitytostakeholders;iv)thelong-termnatureofrepositioningadestination'simageinthemarketplace.IntermsofmetricsforDMOsingeneral,anumberofresearchersinvariouspartsoftheworldhavepointedtoalackofmarketresearchmonitoringeffectivenessofdestinationmarketingo

13、bjectives,suchasinAustralia,NorthAmerica,andEurope.Theaimofthisstudywastotrackthebrandpositionsheldbyacompetitivesetofnear-homedestinationsbetween2003and2007.Forthispurposetheefficacyofahierarchyofconsumer-basedbrandequity（CBBE）wastrialled.CBBEwasfirstpromotedbyAakerandAakerandmorerecentlybyandtosup

14、plementtraditionalbalancesheetbrandequitymeasures.TherationaleunderpinningCBBEasabrandperformancemetricisthatconsumerperceptionsofthebrandunderpinanyfinancialestimateoffutureearningsestimatedinthefinancialmeasureofbrandequity.Sinceafinancialbalancesheetbrandequitymeasurewillbeoflittlepracticalvaluet

15、odestinationmarketers,theconceptofCBBEisworthyofconsiderationbyDMOs.However,thepotentialofCBBEfordestinationshasonlyrecentlyattractedtheattentionofacademicresearchers.Author：StevenPikeNationality:AustraliaSource:TourismManagement,InPress,CorrectedProof,Availableonline24January2009中文译文就近目的地竞争组的旅游目的地品

16、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。对102个作者在目的地品牌学出现最初的十年（1998-2007）关于74个目的地品牌出版物的回顾发现，至少有9个潜在的研究鸿沟引起了研究人员的注意。特别是，对品牌定位运动已经成功地提高品牌资产使用指定的品牌标识缺乏一定程度的研究检查。本文的目的是报告澳大利亚昆士2003年至2007年对一系列竞争性品牌资产的跟踪调查结果。基于消费者的品牌资产分层结构（CBBE提供了有效的手段去监测目的地品牌随着时间推移而变化的定位。调查结果的一个关键意义在于发现过去4年的时间里5个目的地品牌中的任何一个都没有发生

17、任何品牌定位的变化。这个结果说明了一个命题：在竞争市场中目的地的位置只会在一个很长的时间里慢慢变化。表格中的74目的地品牌的案例研究，研究论文，概念文件和网页容的分析，为学生和研究人员在当前领域提供了有效的资源。关键词：目的地品牌；基于消费者的品牌资产；短休息；目的地形象；目标定位1.导言一个品牌是一个可区分的名称和/或者符号（如标志、商标或者包装设计），它旨在区分提供产品和服务的卖主，区分这些产品不同于其他竞争者的产品。目的地品牌的一系列营销活动包括：（1）支持一个易于识别和区分目的地的名称，符号，标志，文字标记或其他图形的创建；（2）一致地传达一种和目的地相关的独特难忘的旅游经历的期望；（

18、3）巩固和加强游客和目的地之间的情感联系；（4）减少消费者的搜寻成本和感知风险。总而言之，这些活动有助于建立一个积极影响消费目的地选择的形象。从供求双方的视角而言，品牌化被认为可以带来双赢。加强品牌有效区分的能力可以对产品和服务形成优势，如增加购买意图（柯布瓦尔格伦，比尔和敦修，1995年），减少成本，增加销量，价格溢价，提高消费者忠诚度。对目的地营销组织（DMO的好处包括增加对旅游地提供类似诉求点区分的可能，提高目的地忠诚度和增加相关利益者如当地旅游商和旅游中介机构的收益。对旅游者的好处包括通过降低搜寻成本，减少风险来便于决策，并有可能增强炫耀的价值。迄今为止，大多数研究报告的重点与目的地品

19、牌标识和活动执行的发展有关。一个地区需要更多关注的是跟踪目的地品牌定位的绩效随时间推移的变化。这就是说，在一定程度上，目的地品牌定位和再定位活动已经在加强品牌资产符合预期的品牌标识上十分有效。这在旅游学上是一个很重要的空白，原因是：1）日益激烈的竞争2）从上世纪90年代以来旅游目的地营销组织（DMO在品牌化上越来越高的投资水平；3）目的地营销组织复杂的政治性质使利益相关者增加了品牌决策的义务；4）在市场上再定位一个目的地形象具有长期性性质。通常，依据目的地营销组织的指标，一些来自很多国家的研究者表明对目的地目标市场缺乏有效地市场研究检测，如在澳大利亚，北美洲和欧洲。本研究的目的是跟踪2003年

20、至2007年之间近距离目的地品牌在竞争性环境中的定位问题。为达到这一目的，以效能分级的基于消费者的品牌资产（CBBE）要被测验。基于消费者的品牌资产首先被和最近的凯勒和凯勒所倡导，来补充品牌资产负债表的测量。基于消费者的品牌资产作为品牌绩效的度量的基本原理的基础是品牌的消费者直觉支持了品牌资产未来收入的任何金融估计。尽管品牌资产负债表关于财务平衡的测量对目的地市场人员起到很小的实际价值，但是CBBE勺概念值得被目的地营销组织考虑。然而，潜在的基于顾客的品牌资产目的地最近才引起学术研究者的注意。作者：史蒂文？派克国籍：澳大利亚出处：旅游管理，新闻报导，初校样，可在线2009年1月24日外文翻译之

21、二原文正文:oftouristdestinations:ATheattractivenessandcompetitivenessstudyofSouthernItalianregionsvisitorsAbstract:Thepresentpaperaimstoassesstherelativeattractivenessofcompetingtouristdestinationsonthebasisofindividualperceptionsregardingaholidaydestination.Usingthefeelingoftouristwell-beingachievedbyin

22、dividualtouristsweevaluateindirectlythecompetitiveabilityofthetouristareatoofferacompoundtouristsiteattractiveness.Themethodologyemployedhereusesindividualsurveyquestionnairesonthetourists'evaluationofthequalityoftourist(regionaltouristprofile')expressionfortherelativemultidimensionalstatist

23、icalfacilitiesandattributesinagivenarea(theasthebasisforconstructinganaggregateattractivenessofthatarea.UsingvarioustechniquesanestimationofthecompetitiveattractivenessoftheSouthernregionsinItalyispursued.Wealsocompareourfindingswithquantitativeresultsontouristcompetitivenessvaluesobtainedinarelated

24、previousstudyontouristcompetitivenessinItalianregions.Finally,thepaperhighlightstheneedtousemicroandmacrodatatoanalysetouristattractivenessandtoidentifypoliciesforimprovingregionaltouristcompetitiveness.Keywords:Touristattractiveness;Touristcompetitiveness;Resourcebasedview;Multi-attributeutility;Pr

25、incipalcomponentanalysisIntroductionDiscretionarytimeconsumptionhasbecomeanimportantactivityformanypeopleinamodernwelfaresociety.Asaconsequence,theleisuresectorhasbecomeaprominenteconomicindustryintheWesternworld.Theriseindisposableincomeandinfreetimeinrecentdecadeshascreatedthefoundationforanewlife

26、style,whererecreationandtourismhavebecomemajorelementsofconsumerbehaviour.Today,inmanyregionsandcountries,tourismisregardedasoneofthemajorgrowthindustriesthatdeserveduepolicyattention.Clearly,tourismhasbecomeaglobalsocio-economicphenomenoninamobileworld.Thenewtrendinmoderntourismtowardsnon-tradition

27、alandremotedestinationsislikelyanexpressionofthepassagefrommasstourismtoanewageoftourism,and川ustratesachangeintheattitudesandneedsofmanytouriststowardstailor-madetouristfacilities.Nowadays,isolatedorpreviouslyunknowndestinationshavebecomeplacestobeexplored,sincetheymeetthetourists'expectations:n

28、amely,auniqueorspecialleisureexperiencebasedonaspecifictouristdestinationprofile.Inthetouristfieldcompetitionamongterritorialareasisusuallynotcentredonthesingleaspectsofthetouristproduct(environmentalresources,transportation,tourismservices,hospitality,etc.),butonthetouristdestinationasanintegrateda

29、ndcompoundsetoftouristfacilitiesfortheclient.Asaconsequence,destinationshavetofacethechallengeofmanagingandorganizingtheirscarceresourcesefficientlyinordertosupplyaholidayexperiencethatmustoutperformalternativedestinationexperiencesonthetouristmarket.Consequently,intherecentliteraturetheanalysisandm

30、easurementoftouristdestinationcompetitivenesshaveattractedincreasinginterestOurstudyseekstoprovideanassessmentoftherelativecompetitivenessoftouristregionsbasedonananalysisoftourists'judgements-orperceptionsofattractivenessprofilesofdestinationareas.Wewillapplythisapproachtomicro-baseddatafromthe

31、SouthernItalianregions.Author:MariaFrancescaCracoliciandPeterNijkampNationality:ItalySource:TourismManagement,Volume30,Issue3,June2009,Pages336-344中文译文：旅游目的地的吸引力和竞争力：关于意大利南方地区的研究摘要：本文的目的旨在评价竞争性旅游目的地基于个体旅游者关于假期旅游胜地认知的相对吸引力。通过个体旅游者幸福感的取得，我们间接地对旅游地的竞争能力进行评价以使复合旅游景点具有吸引力。这里所采用的方法是使用个人问卷调查：以一个给定地区(即“区域旅游

32、形象”)为基础，调查游客对旅游设施质量的评价，从而构造一个这一地区的相对吸引力总体的表达。利用各种多层面的统计技术来估计意大利南部地区的竞争吸引力是可推行的。我们也将我们的调查结果同一些旅游业竞争价值定量的结果相比较，这些结果是从以前对意大利地区旅游竞争力相关的研究那获得的。最后，这篇论文强调了必须利用微观和宏观数据来分析的旅游吸引力并确定政策来提高区域旅游竞争力。关键词：旅游吸引力、旅游竞争力、资源基础观多属性效用主成分分析法导言在现代福利社会，休闲时间的消费对许多人来说已经成为一个重要的活动。因此,在西方，休闲部门已经成为一个突出的经济产业。随着近几年可支配收入和时间的增加，新生活的基础已

33、经被创造，娱乐和旅游已经消费者行为的主要元素。现如今在很多地区和国家，旅游已经被视为值得政策关注的主要迅速发展行业之一。显而易见，旅游业在这个易变的社会已经成为一个全球性的社会经济现象。现代旅游业朝向非传统和远程目的地的新趋势或许说明了由大众旅游到一个新时代的旅游业，也阐释了许多旅客对定制旅游设施的态度和需求的转变。如今，孤立或以前未知的目的地已成为开发的对象，因为他们满足了游客的期望，也就是说，一个基于特定的旅游目的地形象上的独特或特殊的休闲经验。在旅游领域的地区之间的竞争通常不是集中在旅游产品的某一单一方面上（环境资源、交通运输、旅游服务、接待等），而是在旅游目的地上作为对顾客的一个套完整

34、复合的旅游设施。因此，目的地必须面临管理和组织他们稀有资源利用率的挑战来提供一个假期经历，这个假期经历必须胜过在旅游市场上其他可供选择的旅游经历。因此，最近关于分析和测量旅游目的地竞争力的文献吸引了越来越多的兴趣。我们的研究力图提供旅游区域相对性竞争力的评价，这个评价是以旅游市场旅游目的地吸引力形象的判断（或者认知）的分析为基础的。我们将应用这个方法来从意大利南部地区取得微观数据。作者：玛利亚弗朗西斯卡克拉克里希和彼得尼康国籍：意大利出处：旅游管理，卷30,第3期，2009年6月，336-344页外文翻译之三外文原文EnhancethecompetitivenessoftheRegionalT

35、ourismStrategyAbstract:Thedevelopmentoftourismiscloselyrelatedtotouristresourcesandmarketingactivities.However,thegeographicalfeaturesoftouristresourcesandtouristmovementaccountfortheinteractionbetweentourismandgeographicalstructure,thusshowingacertaindegreeofregionalcharacteristics,whichalsodetermi

36、nestheinevitabilityandnecessityofregionaltourismcompetition.Thisleadstotheexistingofasignificanttasktoresearchintothestrategiestoadvanceregionaltourismcompetitiveness.Keywords:regionaltourism;competition;influence;strategyPrefaceInrecentyears,withtherestoftheworldcompetingtotourismasapillarindustryf

37、orthedevelopmentoflocalandregionalcompetitionamongthemoreobviousandin-depth.Howtobasetheirownreality,createcompetitiveadvantage,hasbecomeatoppriorityoftheregionaltourismdevelopment,butalsotravelinthenewroundofcompetitionoftherace.Onthecompetitivenessofregionaltourismcanenhancetheregionalcompetitiono

38、fthesenseofurgency,topromotediscoveryandunderstandingoftheregionalcompetitionintheirownstrengthsandweaknesses,andthenrapidresponse,positiveresponse,thelocalcompetitivenessthroughtheexpansionofChina'stourismindustrytostrengthentheinternationalmarketcompetitivepower.First,theregionaltourismcompeti

39、tivenessfactors.Theso-calledregionaltourismcompetitivenessreferstothevarioustouristregionsasawhole,initsownprocessofdevelopmentshowninthecompetitionfortourists,development,occupation,industry,tourismdevelopmentofthemarketandobtainthecapacityfactorandgrowthpotential.Regionaltourismcompetitivenessisno

40、tthecompetitivenessofagivenarea,butbytheinteractionofmanyfactorsaffectingtheresults,butalsoapotentialtothecompetitivestrengthfromthecompetition,tocompetition,theresultsofthedynamicdevelopmentprocess.Competitiveoncemade,hasarousedextensiveconcernofscholarshomeandabroad.Themostprominentofwhichisresear

41、chprofessoratHarvardUniversity,thefamousexpertoncompetitivestrategyPorter,his"nationaldiamondmap"modelforindustrycompetitivenessstudyprovidesaneconomicparadigm.Second,toenhancethecompetitivenessofregionaltourismstrategychoice.CompetitiveloadingphasetheoryofPorterontheindustry,anotherimport

42、antcontributiontocompetitiveness,accordingtothistheory,theformationofregionaltourismcompetitivenessgothroughfourstages,namely,factor-drivenstage,theinvestment-drivenstage,innovation-drivenstageandwealthdriverstage.Itischaracterizedbytwostages:Inthefactor-drivenstage,theformationofcompetitivenessfrom

43、therichresourcesoftheregionrequireregionalintegrationthroughtheresourcesfoundsuperiorresources,thentheresourceadvantageintocompetitiveadvantage.Investment-drivenstageoftheformationofthecompetitivenessoftheregionbenefitedfromgovernmentandbusinessandinvestmentwillingnessandabilitytothedevelopmentofadv

44、ancedproductionfactors.Formostofourregion,ontheonehandisrichintourismresources,accordingtodifferentlevelsofresources.Specificstrategychoicesareasfollows:(A) strategicplanningofregionaltourismdevelopmentstrategyPlanningforthedevelopmentoftourisminaregioncrucialindeterminingthefuturedirectionoftheregi

45、onaltourismindustryandoverallprogramgoals.Regionaltourismdevelopmentstrategicplanningasacompetitiveregionaltourismproductdevelopmentisbasedonenhancingthecompetitivenessofregionaltourism,sustainabletourismdevelopmentasthegoaltoachieve,throughaspecificareaoftourismcompetitivestrengths,weaknesses,chall

46、enges,opportunitiesanalysis,choosetheappropriatelocaldevelopmentstrategy,andthenfosterstrengthsandcircumventweaknessestoensurelong-termregionaltourism,sustainableandstabledevelopment.Withtraditionalplanningforregionaltourism,regionaltourismdevelopmentstrategicplanningamorecomprehensiveandtargetedtos

47、pecificimplementationonalotofflexibilitythere,andthereforemoresuitableinthecompetitiveenvironmentfortourismdevelopmentbytheguide.(B) government-ledstrategyTourismdevelopmentrequiresafavorableexternalenvironment,anyoneoftourismenterprisesandgroupscancreateandleadallDuindustrytocreatesuchanenvironment

48、,whichrequiresthedevelopmentoftourismGovernmentLeadingStrategytobe.Asagovernmentdepartment,shouldplayanactiveandeffectivecoordinationoftheirowninitiativeandcapabilities,leadingtowardsagooddirectionforregionaltourismdevelopment.Theauthorbelievesthatthegovernmentdepartmentstoachievethefollowingtwoaspe

49、ctsofitsleadingrole:First,establishagoodmarketcompetition,improvethetourismmarketsystemandstrengthenthelawsandregulationsontourism,andcreateafairandreasonablecompetitioninorder;thesecondistheestablishmentofaflexibleindustrialdevelopmentpoliciesandreasonableinvestments,increasedcapitalinvestmentinthe

50、tourismindustry,encourageandtravelagents.(C) TourismproductdifferentiationandserializationstrategyTourismproductsiscarriedoutbasedtourismactivitiesandconditions.Enrichedandimprovedinallregionstravelthroughtheproductlinecanenhancetheoveralllevelofsupplycapacityandtoincreasetheintensityofthetouristsbu

51、y.Intheinternationaltourismmarket,alargenumberofhomogeneousproductsfloodedconditions,andadheretodifferentproductlines,caneffectivelyavoidweakeningthehomogeneitybetweenregionsduetostrongcompetitionresultingproduct.Meanwhile,theneighboringregionthroughthedifferentiationbetweentheproductscanalsoachieve

52、theeffectoffosteringstrengthsandcircumventingweaknessesinterestinregionalcooperationandwin-winsituation.(D) TravelFinancingStrategyFundsareoneofthebasicelementsoftourismdevelopment.Theeconomicstrengthofweakregions,theshortageoffundsisrestrictedtoenhancethecompetitivenessoftheregionaltourismindustryb

53、ottlenecks.Therefore,thelocalgovernmenttoattractinvestment,loans,taxpreferentialpoliciestodevelop,optimizeinvestmentenvironment,promoteinvestmentdiversification.Meanwhile,thelocalgovernment'sbudgetmustbeconscioustilttothetourismindustry,andgraduallyincreasethecapitalinvestmentinthetourismindustr

54、y.Thetourismindustryitselfmustplayaninitiativetomobilizetheenthusiasmofallsides,asmuchaspossibleforforeigncapital,privatecapitalandoverseasChinese,etc.,andmobilizeandguidethesocietytoruntourism.Inshort,toenhancethecompetitivenessoftheregionaltourismindustryhasbecomeatopprioritythroughoutthedevelopme

55、ntoftourism,alllocalitiesshouldmakefulluseoftheiradvantageinresources,basedonprimaryproductionintheelementsofcompetitiveness,basedoneffortstobuildtalent,innovationandbrand-basedlong-term,effectivecompetence,throughtheenhancementofregionalcompetitivenesstopromoteourtourismindustryintheinternationalmarketcompetitiveness.Author:Frank,GregoryRobertWesNationality:EnglandSource:Britishtourismresearchinstitute中文译文：加强区域旅游竞争力战略摘要：旅游业的发展离不开旅游资源的存在和旅游者活动的开展，但是旅游