旅游营销的未来方向外文翻译(可编辑)

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3、list/64 HYPERLINK /list/153 销售/营销外文翻译原文Future research directions in tourism marketingMaterial Source: Department of Marketing and Operations Management,University of Macedonia, Thessaloniki, Greece, and A.J. Palumbo Schoolof Business Administration, Duquesne University, Pittsburgh,Pennsylvania, USA

4、.Author:Rodoula Tsiotsou1. IntroductionAs the global population ages and travelling becomes cheaper andquicker than it is today and tourism will continue to be a cornerstoneof the global economy. The increased emphasis on sustainability andlifestyle decisions will also heavily influence tourism and

5、the way itis marketed in the future. This special journal issue has included someof the most cutting edge research on developments happening in tourismmarketing research. However, it is also important to point out theresearch areas that still need to be addressed in order to have a moreglobal and re

6、fined understanding of where tourism research is heading andwhat academics, practitioners and policy analysts can do in order to/view/4c95ccb0168884868662d653.html1/15 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库better understand tourism marketing. The aim of this paper is to highlightsome fertile research are

7、as and stress how more interdisciplinaryresearch is required related to tourism. Table I presents the mainresearch topics identified in the tourism marketing literature. We focuson the research areas that have been addressed in the papers of the specialissue to clarify and identify future research a

8、venues.The structure of this paper is as follows. First, suggestions forfuture research in the areas of consumer behavior-market segmentation,brand management, e-marketing-use of new technologies and strategic arediscussed. As the objective of this special journal issue was tocontribute to the exist

9、ing literature and develop new knowledge on tourismmarketing, the above topics are stated as major research areas worthy offurther academic and practitioner inquiry. The next section of the paperdiscusses how future research on tourism marketing needs to link more toother marketing and management ar

10、eas of study. The final section of thepaper concludes the paper by stating that tourism marketing is aninteresting and exciting area of expertise and will continue to grow inthe next decades.Table I.Current research areas and topics in tourism marketingresearchResearch areasTopicsConsumer behaviorMo

11、tives, perceptions, satisfactionPsychographicMarket segmentation, targeting,positioningand/view/4c95ccb0168884868662d653.html2/15 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库behavioral segmentation factorsBrand management Destinationdestinationpersonality, destination image measuresService performance Service

12、quality, service delivery, servicefailurebranding,destinationimage,E-marketing Transaction, promotion, Web 2.0, user-generatedcontent, social media, mobile servicesDemand models/pricingstrategiesDemand prediction models and pricingStrategic marketing/marketing concept Marketrelationship marketing,or

13、ientation,experiential marketing2. Consumer behavior ? market segmentation, targeting, positioningConsumer behavior is a dynamic and eclectic field of tourism marketingMattila, 2004. Global consumption of tourism means that there are manydifferent aspects of the environment people are influenced by.

14、Consumption patterns are changing globally as more people becomeclassified as middle-class in developing countries such as China and Indiaand can afford more time to travel. More people worldwide can afford tostay in hotels but the geographic origin of these consumers is changing.The changing nature

15、 of the global hotel industry means that future/view/4c95ccb0168884868662d653.html3/15 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库research should discuss in moredepth how consumers decision marketing processes are changingLouviers et al., 2003. As consumers are aging this will create changingdemands in what s

16、ervices and facilities are offered to tourists. Moreresearch is required on the mature consumer and how tourist resorts willbe affected by these changes. For example, Moschis et al. 2003 highlightedthat more research is required on how mature consumers respond to monetaryincentives. Kim and Geistfel

17、d 2003 also found that the demand for fullservice restaurants will increase because of the aging population andstressed the importance of further research focusing on this demographicsegment of the population. Emotional or nostalgia attachments arecomponents of tourism marketing that Shoemaker and B

18、owen 2003 highlightedas future research in customer loyalty for tourism companies. Owing tothe changing online marketing tools consumers utilize in choosing atourism destination Poria and Oppewal, 2003, more research is requiredon how consumers respond to new technologies.Tourism can take a variety

19、of forms from families travelling togetherfor weekend excursions to university students taking study abroadprograms. Future research on tourism needs to further identify thechanging consumer habits of various segments of the population from babyboomers to generation Y. Space travel is now a reality

20、for some wealthyindividuals but as technology develops and people have more leisure time/view/4c95ccb0168884868662d653.html4/15 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库it will be interesting to see how quickly companies marketing tourismservices adapt their advertising campaigns to take advantage of newdes

21、tinations. How tourism changes and the likely technology changes thatwill occur are worthy of a deeper understanding of what people perceiveas destination tourism. Other research methodologies should also be usedin future research in order to triangulate research findings ondestination image.Future

22、research on segmenting tourism customers also needs to focusmore on the relationships between different segmentation approaches inorder to investigate whether these approaches are mutually exclusive orare interdependent on each other Tsiotsou, 2006. For example, touristresort customers can be segmen

23、ted geographically according to whatcountry they are from, their income level but also their entrepreneurialproclivity. Moreover, more research needs to investigate the differentethnic sub-groups within a geographic region to find out if this alsoimpacts on a persons tourism activities. Previous res

24、earch onsegmentation has focused on identifying homogenous groups of customersthat have similar attributes but future approaches should look not at thesimilarities but the differences that people have and why different groupsof consumers may frequent the same tourist resort.3. Brand managementBrandi

25、ng is a strategy used to differentiate products and companies,/view/4c95ccb0168884868662d653.html5/15 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库and to build economic value for both the consumer and the brand owner.There a variety of different brands that are used in tourism marketingfrom travel agents, compa

26、nies advertising tourism products such as hikingequipment to destinations like Canada being a brand Hudson and Ritchie,2009. Hence, there are a number of different directions that futureresearch on branding in tourism marketing can take.One of the most important concepts linked to branding is brand

27、equity.Brand equityrefers to the added value with which a brand endows a productand to the addition of the brands attributes including reputation,symbols, associations and names. Customer-based brand equity and thefinancial-based brand equity have not been examined adequately in thetourism marketing

28、 literature requiring further research attention.Future research in tourism should also examine the degree ofimplementation of strategic brand management processes in tourismservices and specifically, examine the four steps involved as recommendedby Keller et al. 2008:1identifying and establishing b

29、rand positioning;2 planning and implementing brand marketing campaigns;3 measuring and interpreting brand performance;4 growing and sustaining brand equity.4. E-marketing and use of new technologiesTourism businesses all over the world are currently facing rapid/view/4c95ccb0168884868662d653.html6/1

30、5 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库changes due to market globalization, intensified competition, economicrecession, and the dynamic evolution of new technologies. Tourism is inthe forefront of information communication technologies ICTs adoption ande-business in the area of e-marketing E-Business Wa

31、tch, 2006 because theuse of new technologies facilitates tourism services in reaching theircustomers, in offering customized services, and in competing effectivelywith other intermediaries and distribution channels. Although tourismbusinesses are considered early adopters of new technologies, resear

32、chshows that there is an under-utilization and under-exploitation of thesetechnologies. Examining the reasons for the under-exploitation of ICTsconstitute an urgent research directive. Moreover, because it has beensupported that the internet does not impact positively all tourismsub-sectors, future

33、investigations should focus on the degree of ICTadoption and the resulted variations of tourism services performance bysub-sectors. Moreover, due to the inconsistencies in the literature,examining the role of e-marketing on tourism businesses performancebecomes an emerging research topic.5. Strategi

34、c marketingA lack of work on strategic issues and distribution processes inrelation to travel and tourism has been already identified in theliterature Bagnall, 1996; Riege and Perry, 2000. The key reason for thisis that up to recently marketing for tourism services has been focused/view/4c95ccb01688

35、84868662d653.html7/15 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库not on the consumer, but on the destination or outlet, with marketingstrategies being related to the products offered Williams, 2006. Asmarketing within this sector has evolved however, the offer has becomeincreasingly less important due to the

36、enormous heterogeneity ofconsumers needs, motivation and behaviors and the changing of the globaleconomic and social conditions. Thus, tourism firms and destinationsrealized that they need to redefine their strategies to respondeffectively to these changes.Experiential marketing as many other market

37、ing advances has beenlargely neglected by those involved in tourism marketing. While in otherindustries experiential marketing has become the cornerstone of theirstrategic orientation, marketing in the travel and tourism does not seemto be taken this direction yet McIntosh and Siggs, 2005. Initial r

38、esearchattempts on this area have been focused on the personal and affectiveaspects of tourists experiences in natural and heritage settingsSchanzel and McIntosh, 2000; McIntosh, 2002, the consumption experienceon adventure leisure activities Arnould and Price, 1993 and emotionalreactions and subjec

39、tive responses to the consumption experience Bigneand Andreu, 2004. However, the experiential aspects of tourism remainrelatively unexplored and therefore, research is needed on identifyingthe unique elements of the tourism experience, and the strategic andtactical steps involved in staging an exper

40、ience./view/4c95ccb0168884868662d653.html8/15 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库6. EpilogueAs tourism research grows gradually in scope and rigor over the years,tourism marketing research seems to attempt to keep up with the dynamicevolutions and match industrys research demands in relation to thediv

41、ersity of topics. This paper has discussed future research directionsfor tourism marketing. Much more research needs to be conducted on thisexciting area of study. Pivotal areas of study were highlighted as beingimportant areas for future research to address in tourism marketing. Thelast section of

42、the paper discussed the need for a more interdisciplinaryperspective of tourism marketing that encompasses a variety of academicstudy areas to fully understand the unique area of tourism marketing.译文资 料 来 源 :Department of Marketing and Operations Management,University of Macedonia, Thessaloniki, Gre

43、ece, and A.J. Palumbo Schoolof Business Administration, Duquesne University, Pittsburgh,Pennsylvania, USA.作者:Rodoula Tsiotsou旅游营销的未来方向一、导言随着人口的老龄化和旅游越来越便宜和便捷,如今,旅游业仍将成为世界经济的基石。对可持续性和生活方式的要求也将同时严重影响旅游的方式是和实际的市场未来。本文研究的问题包括对旅游市场进行了一些最前沿的探讨。但是,/view/4c95ccb0168884868662d653.html9/15 4/15/2019旅游营销的未来方向外

44、文翻译（可编辑）- 百度文库同样重要的是在某些研究领域 ,还需要有更加全球化的观念 ,我们将会和学者、从业人员和政策分析师一起更好的了解旅游营销。本文的目的主要是突出能够跨学科的研究与旅游业相关的领域。表一列出在旅游市场宣传资料方面确定的主要议题。我们专注于研究,已特别处理的文件,以澄清和确定今后研究途径的地区。本文的结构如下:首先,对于今后的研究消费者行为,市场细分,品牌管理,电子商务营销提出建议,在利用新技术和战略等方面进行了讨论。目标是促进现有文献中和今后旅游营销中知识的融合。本文的下一节将讨论如何在未来的旅游营销中运用其他的例如管理领域中的营销。本文的最后一节总结指出,旅游市场营销是一

45、种既有趣又刺激的领域,并将持续几十年。表1 目前在旅游营销中研究的领域和主题研究领域消费者行为 电影, 感知, 满意度市场细分、目标定位 消费心态和行为细分品牌管理 目的地品牌、旅游目的地形象、目的地的特征,旅游目的地形象措施主题服务绩效网络营销服务质量、服务的提供、服务的失效交易,推广,网络 2.0,用户产生内容,社会媒体,移动服务需求、定价模型需求预测模型和定价策略战略营销/营销理念 市场定位、关系营销,经验的销售二、消费者行为-市场分割、企划、定位消费者行为是旅游市场营销的动态和兼收并蓄领域(Mattila,2004)。旅/view/4c95ccb0168884868662d653.ht

46、ml10/15 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库游业的全球消费量意味着有许多不同的人会对环境产生影响。消费模式正在改变全球越来越多的人归类为中等阶层,如中国和印度等发展中国家可以负担更多的时间去旅行。全世界更多的人能够负担得起住在酒店,但这些消费者的地理来源正在发生变化。全球酒店业不断变化的性质意味着,未来的研究应该讨论更多如何深入消费者的决策过程,将会是不断变化的市场营销(Louviers et al.,2003)。由于消费者的老龄化这将创造何种服务和设施提供给游客不断变化的需求,成熟的消费者和旅游度假区将如何受这些变化的影响,需要更多的研究,例如,Mosc

47、his et al.(2003)强调,就如何应对成熟的消费者需要的货币奖励。 Kim和 Geistfeld(2003)也发现,全面服务的餐厅的需求将会增加,因为人口老龄化,并强调了进一步了解这个人口段的人口为重点研究的重要性。研究旅游营销市场怀旧情绪的学者 Shoemaker 和 Bowen(2003 年)在旅游公司的忠诚客户未来的研究突出组成部分。由于消费者不断变化的网络营销工具运用在选择旅游目的地(Poria 和 Oppewal,2003),则需要更多的研究消费者如何应对新技术。旅游业可采取各种各样的形式,从周末郊游旅行的大学学生,到一起出国留学的家庭的各种方案。对旅游未来的研究需要进一步

48、确认改变消费习惯,适应各种各样的阶层的需要。从婴儿潮时期出生的人到后面的 y 代。去太空旅行,现在却变成现实,一些富有的个人,随着技术的发展和人民有更多的闲暇时间,对如何快速适应公司的营销旅游服务的广告宣传活动感兴趣。旅游业如何变化,可能会发生变化,技术是一个什么样的 ,作为目的地的旅游感知值得更深入的了解。其他的研究方法应该也可以用在未来的研究,达到三角旅游目的地形象的研究成果。在细分客户的未来旅游业的研究还需要把重点放在不同的分割方法的关/view/4c95ccb0168884868662d653.html11/15 4/15/2019旅游营销的未来方向外文翻译（可编辑）- 百度文库系上,以便调查是否这些办法是互相排斥 ,或相互依存的(Tsiotsou,2006)。例如,旅游度假区客户可以根据地理上分割哪个国家出发地,他们的收入水平是多少,是否还有自己的创业倾向。此外,需要更多的研究,探讨不同种族分在一组,地理区域也对一个人的旅游活动的影响。区域分割以往的研究已经集中在确定客户有类似的属性,但未来的方法应该相似,但没有人有差异,为什么不同的消费者可能经常在同一旅游度假群体中出现。三、品牌管理品牌是用来区分产品和企业,并建立消费者和品牌所有者的经济