世界遺產(chǎn)地的可持續(xù)旅游市場營銷-外文翻譯

1、0外文翻譯原文Title:SustainabletourismmarketingataWldHeritagesiteMaterialSource:JournalofstrategicmarketingAuth:DavidCarsonThetourismindustryisamajcontributtothegrossnationalproductofmanynations(ReigePerry2000)isoneofthefastest

2、growingindustriesinthewld.Todaythemarketingoftouristdestinationstourismserviceproductsisawidelyrecognisedphenomenon.Howeverthegrowthintourismhascreatednewchallengestotourismsitesintermsofincreasedvisitnumberstheirpotenti

3、aldetrimentalimpactontheenvironment.ThisisbecomingevidentinpopulartouristsitesofteninuniquefragileenvironmentssuchasWldHeritagesites.ThefocusofthisstudywasontheGiant’sCausewayWHsitethemosticonicmostvisitedsiteinNthernIre

4、lrepresentingalmostaquarterofalltripstotheregion(NthernIrelTouristBoard2004).Thecurrentgrowthintouristnumberstothesitehasledtotherecognitionthatconsiderationneedstobegiventoasustainabletourismmarketingstrategyifthesiteis

5、tobemaintainedffuturegenerations.TheobjectivesofthestudyweretogainanunderstingofthenatureofinteractionsbetweentheganisationsinvolvedinmanagingthesitetoidentifythedimensionsofasustainabletourismserviceproductofferinginaWH

6、sitecontext.SUSTAINABLETOURISMMARKETINGFollowingthepopularisationoftheconceptofsustainabledevelopmentsustainabletourismasaconceptdevelopedduringthelate1980searly1990s(BramwellLane1993Hunter995).Thisconceptevolvedinlinewi

7、thgrowingrecognitionofthepotentialftourismtohaveanegativeimpactontheenvironmentsocialfabricofdestinations.Howeverthereissomeconcernthatwidelyadoptedinterpretationsofsustainabletourismareoverlyfocusedonaneedtoconservether

8、esourcesonwhichthetourismindustrydepends(DewhurstThomas，2003).Fexamplesomeviewnaturalsitesasconservationistsarguefdemarketing‘stayaway’messagestobegiventotourists(Quan2000).The2todevelopawiderrangeofvisitfacilitiesservic

9、eswithintheimmediateareatomakeprofitprovidejobsflocalpeople.Thesedifferentperspectivesresultinlittleinteractioncollabationbetweentheganizationsinfacttheyseeeachotherascompetitsfthesamebusiness.Inadditiontheinteractionsbe

10、tweentheonsitelownerganizationsthewiderrangeofpublicprivatesecttourismrelatedbusinesseswereverylimited.Suchlackofcommunicationledtoconflictingdecisionsbeingmadebyeachganizationresultinginconfusingcommunicationmessagesfvi

11、sits.Tosummarisetherewaslittleevidenceofsustainabletourismmanagementtherewasnounifiedsenseofdirectiontheimplementationofthetourismserviceproductwaslimitedthesitewaspolymanagedasdescribedbelow.DeliveryoftheWHSserviceprodu

12、ctThephysicalfeaturesceproductoftheWHsitetheGiant’sCausewaystones(anaturalfeature)waspolypresentedmaintained.Atthemostfamouspartofthesitethe‘honeycomb’areawherethemajityofvisitsgotherewasevidenceofneglect(mudlitter)valis

13、m(graffitichipping)onthestones.Withregardtovisitfacilitiesonsitetherewaslittleevidenceofrecentcapitalexpenditurethebuildingswereoldsmall.Thesizeofthebuildings(shopvisitcentre)wereinadequateoftenbecamecongestedduetothelim

14、itedspaceavailablequeuesftoiletscashdesks.IntermsofaccessibilityoftheceproductnewtransptservicestobringvisitstothesitewereintroducedintheareasadjacenttotheGiant’sCausewayCausewayCoastduringthetimeofstudy.Theseincludedahe

15、ritagerailwayservicea‘rambler’busservice.Howevertheseserviceswereintroducedincrementallywithoutanyoverallplanonvision.Oneonsitemanagercommented:‘thesefacilitiesareplannedonanadhocbasis’.Themajityofvisitstothesitearrivedb

16、ycar.Iftheyarrivedbetweenthehoursof9.30am5.00pm，acarparkattendantwaspositionedattheentranceoftheparktorequestpayment.Oftentherewasconfusionregardingwhatthepaymentwasfastherewerecarparkingticketmachinesclearlyevidentwithi

17、nthecarpark.Becauseofthepaymentrequiredwithinthecarparkareasatbusytimeswhenthecarparkwasfullcarsparkedalongtheroadsidecausingcongestiondisruption，tailbackscontributingtoerosionatthesideofthemainmunicationinteractivemanag