目的地旅游营销-外文翻译
外文翻译
原文
Tourism Marketing for cities and towns
Material Source:Tourism marketing for cities and towns
Author:Bonita. M .Kolb
Destination branding is growing rapidly as an approach to tourism destination promotion. Many destinations - from individual cities to entire countries - are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists. This work demonstrates how destinations - big and small - can successfully harness the power of branding.
Brands in tourism can be found in many categories of goods and services influence many diverse facets of tourist activities. A brand enables tourism producers to charge more money for their products and servi
ces, while it also given them the responsibility of maintaining and enhancing the brand reputation. However, the changing values of a specific tourist will affect the perception and the feelings that he may have toward the brand. A brand is not a tangible value and a tourism brand is the
dynamic reality of the brand. It is a historically and cultural-rooted phenomenon. Today’s tourists live in    a world of increased interconnectivity and transnational information flows which may necessarily affect the way in which they relate to the brands. The rise of a global information platform has further enhanced globalization processes. This platform is the product of a convergence of the personal computer, the capability of the fiber optic cable to increase access to digital information. Although many studies have been focusing on the issue of tourism products branding and an increasing number of them have been concentrating on destination branding, little has been said if the relationship between globalization forces and the phenomenon of branding in tourism. To which extent the increasing importance of branding in tourism relates to the globalization processes remains a rather unexplored issue. Although research of branding in tourism from a globalization perspective is seldom, a general opinion exist among scholars that tourism is increasingly globalized.
Subject to mold to create a tourist destination a competitive advantage the most powerful instrument Subject destination a competitive advantage is the most powerful tool. A good personality Vision can fo
rm the subject of a longer period of time destination monopoly, on the contrary, a tourist destination if the image of cross-subject paste, confusion, it is easy to help visitors experience dull, Low Repeated
customers. Tourist destination decision-makers to have insight into the trend of the times the capacity of information conversion, put the image of subject with the world trend of tourism development linked to enhance the tourist destination on the target market of consumers Attraction.
1. The benefits of a place’s brand
reacttomotion翻译The benefits of    a brand have been researched fairly comprehensively. Research has concentrated strongly on branding physical products, and only recently have the fields of branding services and places research been investigated. When it comes to the benefits of a brand, the fields of branding do not differ much from the previous results. A brand is created in the consumers’ mind and the be nefits of a branding apply to countries and businesses. It also facilitates the customer’s decision-making, reduce information retrieval and diminish risk. A brand protests the organization’s marketing and brings long-terms strategic benefits.
A place b uild its own brand, it can influences the field’s public diplomacy and forces places to develop their attractiveness and marketing, to promote their uniqueness. In future, important factors for attractiv
eness will include: culture; environment; social development; the place’s atmosphere; and the images related to its brand. A place has a strong brand, it can not only attract businesses and investments, also promote the goals of the tourism industry and exporting industries.
How a destination is perceived regarding the quality of its products and services, how interesting its culture is considered to be, how interesting the destination or residence is considered to be ,what kind of opportunities are available, and what kind of factors exist in the fields of politics, economics, or diplomacy can all be link ed to one brand. Creating and maintaining a strong place brand brings benefits to all of these sectors.
2. Focus on building a place brand
As mentioned above, a brand is created in a consumer’s mind an d the benefits of the brand are suited to branding countries and companies. From the customer’s point of view, a place country, city, or the resort creates one entity. For example, a tourist can plan a trip to Whistler Ski Resort in Canada, and build his expectations based on what the Whistler brand promises. During the holiday and after returning home, he sees the experiences as an entity was the holiday in Whistler what its brand promised? The customer neither knows, nor is probably even interested, which company produced ea
ch of the services, because he has created his brand contact with an entity called “Whistler”. However, from the producer’s point of view, the situation is more complex than just a single service company. There have probably been dozens of independent companies and other factors to produce the entity. A large group of people has been participating to create and enable service connects not with the company
but with the Whistler brand as a whole. The idea behind the overall communication is that the customer will not separate the sources but reacts the image he has created.
Place brands are based on absorbed information , own experiences and received information. The place can be profiled by serving information that is intended to guide the images to a direction. An image formed of a place is not the same as the place itself. An image is not only on objective information but also on people’s attitudes and values and their consequent expectations. An image of a place is an attitude-based entity comprising feelings and values, which is created in interaction with the person’s self-image, group identity and information about the place.
A place defines its desired situation, its target identity, based on its core values. This is the active stage of the image process where the owner of the brand message sender can influence the outcome. The b
uilding of an image of a place in the receiver’s mind is a passive stage of the process. Built images are different depending on the receiver’s previous experiences, opinions, Impressions and personal characteristics. However, images are always right and true. A marketing message cannot penetrate the target markets in a form the sender wants because there is a lot of noise, fuss and competitors’ actions th at change and redirect the message.
3. Promoting the brand

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