旅游專業(yè)畢業(yè)論文外文翻譯---旅游市場營銷的倫理角色

1、<p><b>　　外文資料：</b></p><p>　　The role of ethics in tourism marketing</p><p>　　Marion Wheeler</p><p>　　The role of tourism marketing revolves around the creation of a

2、wareness of the nature of a tourist resource and creation of the destinations image. The role of marketing in the process of tourism development has historically been the promotion of destinations in order to attract an

3、even greater number of tourists (Ryan, 1991b). The perception and image of a zone becomes part of the perceptual process of the tourist which leads to the formation of sets of expectation and which in turn help shape <

4、;/p><p>　　Brochure locations are always happy, sunny, clean, non-crowded and populated by beautiful people and happy natives. Dilley (1986) has analysed the imagery portrayed in tourist brochures and demonstrat

5、ed that the content is mostly scenery, hotels, beaches and swimming areas and to a lesser degree people, locals only posing as happy, welcoming, clean and non-threatening, never hungry, homeless or resentful.Its purpose

6、is to create awareness of the tourist place in the mind of the potential tourist</p><p>　　Tourism marketing can result in the targeting of appropriate groups and tourists. Greater satisfaction will be genera

7、ted where expectations coincide not only with perceptions but also interests and aptitude. An increased use of geo-graphic and psycho-graphics by promoters may help to match tourist destinations with tourist types. This

8、provides more effective market segmentation. Market research techniques can help to identify attitudes towards the resort area and the tourist perception of the qu</p><p>　　The present trend is for marketers

9、 to widen the concept to include a societal perspective. Somers (1989) state that this societal marketing concept is characterized by a company developing an integrated marketing programme which generates long-run profit

10、able sales volume and satisfies the long-run wants of its customers and other parts of society affected by the firm′s activities. Thus, two new dimensions have been added to the traditional concept of marketing, an exten

11、ded time dimension and a w</p><p>　　So far, it is possible to see that an ethical tourism marketing perspective can be constructed. This includes changing the view that tourism marketing is only about the pr

12、omotion of destination to attract larger numbers, that more appropriate messages to the visitor can be devised which could sensitize them to the destination they are visiting and provide more effective segmentation. This

13、 remains useful and therefore attractive to the industry as it maintains an underlying profit-making strategy</p><p><b>　　譯文：</b></p><p>　　旅游市場營銷的倫理角色</p><p>　　Marion Wh

14、eeler 著 </p><p>　　旅游市場營銷的角色扮演牽涉到一個旅游資源的創(chuàng)造性認知與目的地形象創(chuàng)造。市場營銷在旅游業(yè)發(fā)展過程中的作用一直是以吸引更大的游客人數(shù)而進行目的地推廣，（瑞安，1991b）。官方和企業(yè)在營銷方面有著不同的看法，感知和形象成為一個旅游地區(qū)感知過程的一部分，它促使旅游欲望的形成，從而有助于形成現(xiàn)實的行為。這一旅游區(qū)的感知形象和旅游經(jīng)驗，這些不明確的因素，通過旅游手冊表現(xiàn)出來。因此，旅游

15、手冊變成銷售經(jīng)驗的有形方式。 　　旅游手冊里的景點總是快樂，陽光，干凈，不擁擠的，到處都是一些美好的人和事物。迪利（1986）分析了在旅游手冊描繪的景象，說里面的內(nèi)容主要是風景，酒店，海灘和游泳區(qū)，并有較少部分的人，當?shù)厝丝偸强鞓?，熱情，整潔，并且友好的狀態(tài)，從不存在饑荒，無家可歸或不滿。 其目的是在潛在旅游者心中形成旅游地的認知，而且還確保那些景象是與現(xiàn)實相一致的，并沒有吹噓產(chǎn)品的行為。 Geshekter（1988）發(fā)現(xiàn)與此相反的