旅游專業(yè)畢業(yè)論文外文翻譯2篇

1、Ⅲ.外文翻譯 外文翻譯provides students and researchers with a useful resource on the current state of the field.Keywords: Destination branding; Consumer-based brand equity; Short breaks; Destination image; Destination positioning1

2、. IntroductionEver since the brand literature commenced in the 1940s (see for example Guest, 1942), there has been consistent recognition that branding offers organisations a means for differentiation in markets crowded

3、with similar offerings ([Aaker, 1991], [Gardner and Levy, 1955], [Keller, 2003] and [Kotler et al., 2007]). For destinations, effective differentiation is critical given the increasingly competitive nature of tourism mar

4、kets, where many places offering similar features are becoming substitutable (Pike, 2005). For example, around 70% of international travellers visit only 10 countries, leaving the remainder of national tourism offices (N

5、TOs) competing for 30% of total international arrivals (Morgan, Pritchard, & Pride, 2002). The pursuit of differentiation is explicit in brand definitions, which have most commonly been variations of that proposed by

6、 Aaker (1991, p. 7): A brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentia

7、te those goods from those of competitors. However, in the foreword to the first issue of Place Branding and Public Policy, editor Simon Anholt (2004, p. 4) suggested “almost nobody agrees on what, exactly, branding means

8、” in describing place branding practice as akin to the Wild West. There has been a lack of consistency in defining what constitutes destination branding, both within industry and within academia (see [Blain et al., 2005]