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外文翻译原文TourismMarketingforcitiesandtownsMaterialSource:TourismmarketingforcitiesandtownsAuthor:Bonita.M.KolbDestinationbrandingisgrowingrapidlyasanapproachtotourismdestinationpromotion.Manydestinations-fromindividualcitiestoentirecountries-areadoptingbrandingstrategiessimilartothoseofleadinghouseholdbrandnamesinanefforttodifferentiatethemselvesandtoemotionallyconnectwithpotentialtourists.Thisworkdemonstrateshowdestinations-bigandsmall-cansuccessfullyharnessthepowerofbranding.Brandsintourismcanbefoundinmanycategoriesofgoodsandservicesinfluencemanydiversefacetsoftouristactivities.Abrandenablestourismproducerstochargemoremoneyfortheirproductsandservices,whileitalsogiventhemtheresponsibilityofmaintainingandenhancingthebrandreputation.However,thechangingvaluesofaspecifictouristwillaffecttheperceptionandthefeelingsthathemayhavetowardthebrand.Abrandisnotatangiblevalueandatourismbrandisthedynamicrealityofthebrand.Itisahistoricallyandcultural-rootedphenomenon.Today’stouristsliveinaworldofincreasedinterconnectivityandtransnationalinformationflowswhichmaynecessarilyaffectthewayinwhichtheyrelatetothebrands.Theriseofaglobalinformationplatformhasfurtherenhancedglobalizationprocesses.Thisplatformistheproductofaconvergenceofthepersonalcomputer,thecapabilityofthefiberopticcabletoincreaseaccesstodigitalinformation.Althoughmanystudieshavebeenfocusingontheissueoftourismproductsbrandingandanincreasingnumberofthemhavebeenconcentratingondestinationbranding,littlehasbeensaidiftherelationshipbetweenglobalizationforcesandthephenomenonofbrandingintourism.Towhichextenttheincreasingimportanceofbrandingintourismrelatestotheglobalizationprocessesremainsaratherunexploredissue.Althoughresearchofbrandingintourismfromaglobalizationperspectiveisseldom,ageneralopinionexistamongscholarsthattourismisincreasinglyglobalized.7 SubjecttomoldtocreateatouristdestinationacompetitiveadvantagethemostpowerfulinstrumentSubjectdestinationacompetitiveadvantageisthemostpowerfultool.AgoodpersonalityVisioncanformthesubjectofalongerperiodoftimedestinationmonopoly,onthecontrary,atouristdestinationiftheimageofcross-subjectpaste,confusion,itiseasytohelpvisitorsexperiencedull,LowRepeatedcustomers.Touristdestinationdecision-makerstohaveinsightintothetrendofthetimesthecapacityofinformationconversion,puttheimageofsubjectwiththeworldtrendoftourismdevelopmentlinkedtoenhancethetouristdestinationonthetargetmarketofconsumersAttraction.1.Thebenefitsofaplace’sbrandThebenefitsofabrandhavebeenresearchedfairlycomprehensively.Researchhasconcentratedstronglyonbrandingphysicalproducts,andonlyrecentlyhavethefieldsofbrandingservicesandplacesresearchbeeninvestigated.Whenitcomestothebenefitsofabrand,thefieldsofbrandingdonotdiffermuchfromthepreviousresults.Abrandiscreatedintheconsumers’mindandthebenefitsofabrandingapplytocountriesandbusinesses.Italsofacilitatesthecustomer’sdecision-making,reduceinformationretrievalanddiminishrisk.Abrandproteststheorganization’smarketingandbringslong-termsstrategicbenefits.Aplacebuilditsownbrand,itcaninfluencesthefield’spublicdiplomacyandforcesplacestodeveloptheirattractivenessandmarketing,topromotetheiruniqueness.Infuture,importantfactorsforattractivenesswillinclude:culture;environment;socialdevelopment;theplace’satmosphere;andtheimagesrelatedtoitsbrand.Aplacehasastrongbrand,itcannotonlyattractbusinessesandinvestments,alsopromotethegoalsofthetourismindustryandexportingindustries.Howadestinationisperceivedregardingthequalityofitsproductsandservices,howinterestingitscultureisconsideredtobe,howinterestingthedestinationorresidenceisconsideredtobe,whatkindofopportunitiesareavailable,andwhatkindoffactorsexistinthefieldsofpolitics,economics,ordiplomacycanallbelinkedtoonebrand.Creatingandmaintainingastrongplacebrandbringsbenefitstoallofthesesectors.2.FocusonbuildingaplacebrandAsmentionedabove,abrandiscreatedinaconsumer’smindandthebenefitsofthebrandaresuitedtobrandingcountriesandcompanies.Fromthecustomer’spointofview,aplace(country,city,ortheresort)createsoneentity.Forexample,atouristcanplanatriptoWhistlerSkiResortinCanada,andbuildhisexpectations7 basedonwhattheWhistlerbrandpromises.Duringtheholidayandafterreturninghome,heseestheexperiencesasanentitywastheholidayinWhistlerwhatitsbrandpromised?Thecustomerneitherknows,norisprobablyeveninterested,whichcompanyproducedeachoftheservices,becausehehascreatedhisbrandcontactwithanentitycalled“Whistler”.However,fromtheproducer’spointofview,thesituationismorecomplexthanjustasingleservicecompany.Therehaveprobablybeendozensofindependentcompaniesandotherfactorstoproducetheentity.AlargegroupofpeoplehasbeenparticipatingtocreateandenableserviceconnectsnotwiththecompanybutwiththeWhistlerbrandasawhole.Theideabehindtheoverallcommunicationisthatthecustomerwillnotseparatethesourcesbutreactstheimagehehascreated.Placebrandsarebasedonabsorbedinformation,ownexperiencesandreceivedinformation.Theplacecanbeprofiledbyservinginformationthatisintendedtoguidetheimagestoadirection.Animageformedofaplaceisnotthesameastheplaceitself.Animageisnotonlyonobjectiveinformationbutalsoonpeople’sattitudesandvaluesandtheirconsequentexpectations.Animageofaplaceisanattitude-basedentitycomprisingfeelingsandvalues,whichiscreatedininteractionwiththeperson’sself-image,groupidentityandinformationabouttheplace.Aplacedefinesitsdesiredsituation,itstargetidentity,basedonitscorevalues.Thisistheactivestageoftheimageprocesswheretheownerofthebrand(messagesender)caninfluencetheoutcome.Thebuildingofanimageofaplaceinthereceiver’smindisapassivestageoftheprocess.Builtimagesaredifferentdependingonthereceiver’spreviousexperiences,opinions,Impressionsandpersonalcharacteristics.However,imagesarealwaysrightandtrue.Amarketingmessagecannotpenetratethetargetmarketsinaformthesenderwantsbecausethereisalotofnoise,fussandcompetitors’actionsthatchangeandredirectthemessage.3.PromotingthebrandBrandmarketingisthebasepointtocreatethebrand,thebrandintoabrandasthegoal,tostrengthen,consolidateandenhancethecompetitivenessofbrandmarketingforthecoreactivitiesandprocesses.Fromthesystempointofview,brandmarketingisacomprehensiveanddetailedunderstandingofthemarketingenvironment,basedontheuseofspecificproductsandservices,specificcorporateandproductimage,toattractaspecificconsumergroups,affectconsumerpsychology,culture-specificConsumerloyalty,andthenformedthecompanywith7 independentintellectualpropertyrights,astrongmarketappealanditsstrongcompetitivebrand.Thedestinationbrandimagebuildingthroughpositiveactivitiestochooseacombinationofbrandelements,sothattheprocessofitsownbrandtomakeadifference.Thesefactorsincludethebrandname,term,logo,symbol,design,symbol,slogan,package.Astouristdestinationbyanumberofelements,sothedestinationbrandandgenericproducts,orservicebrand,comparedtomorecomplex.Canbesaidthattourismdestinationbrandisacollectiveactivity,whichincludesalargenumberofstakeholders,notonlytoconsiderthedestinationbrandandtheendresult,butalsothedynamicprocessoftheformationofthedestinationbrand.Oncethetouristproductsanalyzed,asegmentofpotentialvisitorsistargeted,andtheplace’simagehasbeenbranded,thenextstepinthemarketingprocessisplanningthepromotion.Thepromotionalplanwillbedesignedtocommunicatetothetargetedtouristsegmentthecity’simageandthebenefitsprovidedbyvisitingthecity.Muchmoreisinvolvedindevelopingapromotionalstrategythanputtingtogetheracleversloganandaglossybrochure.Tosuccessfullyattracttourists,thepromotionalmaterialmustcommunicatetothevisitortheintangiblebenefitsofthevisitexperience.PromotioncanbedesignedtoPersuaderationallybyprovidingfactualinformationthatpotentialvisitorsneedfordecisionmaking.Promotioncanalsobedesignedtouseemotionalpersuasiontoattractpotentialtourists.Whetherarationaloremotionalapproachisused,thecity’spromotionalmessagemustcompetefortheconsumer’sattentionwithnumerousothermessages.Tobeheardthroughthis“noise,”acombinationofpromotionalmethodsmustbeused.Thedifferentmethodsavailabletopromoteareusuallyreferredtoasthepromotionmissandincludeadvertising,salesincentives,publicrelations,personalselling,anddirectmarketing.Thechoiceofwhichmethodtousedependsonthecomplexityoftheinformationneededtobecommunicated,thebestmeansofcommunicatingthisinformationtothetouristmarketsegment,andthecity’smarketingbudget.Themethodmostcommonlyusedtocommunicateinformationtopotentialvisitorsisadvertising.Thiswouldincludeads,brochures,flyers,billboards,andtelevisionandradio.However,salesincentivesareofgrowingimportanceinthefieldoftourismmarketingbecausetheycanbeusedtomotivatespecificgroupstochoosethecityovercompetingdestinations.Theyarealsorelativelyinexpensivecomparedwiththecostofadvertising.Salesincentivesthatcanbeusedfortourism7 promotionincludepricedeals,contestsandsweepstakes,premiums,andfrequencyprograms.Salesincentivescanprovidethepotentialtouristwiththeneededextrainducementtovisit.Publicrelationusespressreleases,speeches,photos,andsponsorshiptokeepapositiveimageofthecityinthepublic’smind.Directmarketingusestechnologytocommunicateacustomizedmessagetoindividualpotentialtourists.Theeffortneededtocreatepromotionalmaterialisincreasedifthecitydecidestopromotetobothindividualtouristsandtravelintermediaries,fordifferentmethodsofpromotionwillbeneededforeachgroup.However,marketingtotravelintermediariescanbeworththeeffortbecauseeachconventionortourcanbringinmanyindividualvisitors.Inpromotingtotravelintermediaries,morepersonalcommunicationmethodscanbeused,becausetherearefewercontactswithwhomtocommunicate.Thesepersonalcommunicationmethodsincludepersonalselling,tradeshows,andfamiliarizationtours.Familiarizationtoursarewhenthedecisionmakersformthetravelintermediaryvisitthecity.Personalsellingisalsoimportantandinvolvesvisitingtouroperatorsandexhibitingattradeshows.4.SummaryMarketingistheprocessofprocessofprovidinggoods,services,ideas,andexperiencesthatareneededanddesiredbyconsumers.Destinationtourismisnotanewphenomenon;thereisalonghistoryofpeopletravelingtovisittheplaces.Destinationshavealwaysbeenseenasplacesthatprovideexcitementandexperiences.Thenumberspeopletravelinghaveincreaseddramaticallybecauseofincreasedeconomicabilitytodosoandthegrowthincommunicationstechnologyandtransportationinfrastructure.Marketingtheoryisbuiltaroundtheconceptofthefourp’sofproduct,price,placeandpromotion.Themarketingofcitiesisuniquebecausethepotentialtouristmustbemotivatedtotakethetimeandmaketheexpenseofvisiting.Marketingcitiesisalsouniquebecausethecityisacombinationofaproductandservicethatprovidesthevisitexperience.Thesedifferencesresultinproductandservicethatprovidesthevisitexperience.Toeffectivelymarketacity,thecity’simageandbrandmustbedevelopedandthencommunicatedthepotentialvisitor.Thispositioningwilldescribeaparticularbenefitthecityhastooffer.Oncethishasbeenaccomplished,abrandimageconsistingofasloganandlogowillbecreated.Asafinalstepinthisprocess,communicationwillbedevelopedtopromotethebrand.Thebrandshouldbe7 incorporatedintoallthepromotionalmaterialbythecity.译文标题：目的地旅游营销资料来源:城市的旅游市场营销作者：博尼塔·M·科尔布旅游目的地品牌正在迅速增长作为旅游目的地推广的做法。许多目的地（从个别城市到整个国家）都采取类似的品牌战略，像领先的企业能够利用自身的品牌名称与其他企业进行区分，通过情感的沟通与潜在游客进行联系。当然，旅游目的地同样可以利用品牌的力量进行推广。旅游品牌是指能够在众多的商品和服务类别等许多不同方面中识别来影响旅游活动。旅游生产商如果建立品牌产品和品牌服务，可以收取更多的钱，同时也能保持和提升品牌声誉和形象。而且，一个特定的旅游价值的变化会影响游客对这个品牌的认知和感受。品牌不是有形的价值，而旅游品牌是品牌的动态现实，是一个历史和文化层次的现象。如今随着互联网互通和跨国信息流动的日益强大，一定会对游客产生一定影响，这些都涉及到品牌世界。虽然有许多关于旅游产品的品牌建设的研究,越来越多的人已经把注意力集中在目的地品牌。在这个信息时代，互联网对于塑造品牌形象具有重要作用，为其他旅游目的地在塑造品牌形象提供了经验借鉴。在某种程度上说，旅游品牌的重要性日益增加涉及到全球化进程仍是一个问题，因为从全球化视角下研究旅游品牌的很少。然而就目前而言，随着旅游业的不断发展，旅游目的地品牌已被认为是一种强有效的营销工具，对旅游目的地品牌的研究已经成为国内外旅游地营销研究的重要趋势之一。品牌是旅游目的地竞争优势的最有力的工具。一个良好的、个性宣明的主题可以形成该目的地较长时间的垄断地位；相反，若旅游目的地的品牌形象横糊、混乱，很容易使游客经历平淡，回头率低下。旅游目的地品牌的建设要考虑的因素很多，应考虑人们对形成旅游目的地形象的各因素，如该地的经济、社会发展历史在人们意识形态中的沉淀，旅游目的地的主题宣传，目标市场的选择，消费者所感兴趣的内容等。一、目的地品牌建设的好处从古至今，很多学者对于目的地品牌建设的好处进行了比较全面的研究。以前对于品牌研究侧重于纯粹的产品，直到近些年才有对品牌服务和地方研究领域进行了深入研究。 7 品牌是建立在消费者的头脑，而品牌的好处是相对于国家和企业而言。同时，它也能促进了客户的决策，即降低信息检索和减少风险，从而对目的地的营销带来长期的战略利益。然而，若一个目的地建立自己的品牌，它具有发展该地和市场吸引力的力量，可以影响该领域的公共外交，以此促进其独特性。其重要因素将包括：文化，环境，社会发展，该地的气氛以及有关其品牌的形象。目的地建设强大的品牌，它不仅能吸引企业投资，也促进了旅游业和出口产业的目标。那么目的地是如何感知有关其产品和服务，蕴含丰富的文化资源的目的地被认为是高质量品牌。创建和维持一个强大的地方品牌，有助于决定和形成竞争力以及有效地识别传递的服务。二、着眼于提升建设目的地的品牌形象品牌是建立在消费者的头脑，从客户的角度看，一个地方（国家，城市或度假区）创建一个实体。例如，游客可以规划一趟在加拿大惠斯勒滑雪场，并建立基于其期望的惠斯勒品牌承诺。假日期间和回国后，他认为作为一个实体的经验什么是惠斯勒度假的品牌承诺?客户不知道，甚至可能对公司提供的每一项服务也不感兴趣，客户只会从整体上来考虑其所反应创造出来的形象，因为他创造了它与所谓的“惠斯勒”一个实体的品牌接触。但是，从生产者的角度来看，这种局势的复杂不仅仅是一个单一的服务公司。目的地品牌是基于吸收了地方自己的经验和获得的信息。不同的地方都可以通过信息服务，旨在引导其期望的方向。目的地形象建设是区别于其他地方，它不仅基于客观信息，而且包括对人们所期望的态度和价值观。一个地方以其目标认同和核心价值观为基础确定其所需的情。品牌形象的过程是指一个接收器中的心中地方形象建设的被动阶段。目的地实施品牌战略的主要目的在于塑造与管理可以与竞争对手相区别的可吸引旅游者目的地形象。三、目的地品牌营销品牌营销是指以创建品牌为基点，将品牌转化成名牌为目标，加强、巩固、提升品牌的竞争力为核心内容的市场营销活动和过程。从系统的观点来看，品牌营销是在全面细致了解市场营销环境的基础上，借助特定的产品及服务功能，特定的企业及产品形象，吸引特定的消费群体，影响消费者心理，培养特定的消费者忠诚度，进而形成具有本企业的自主知识产权、强有力的市场吸引力及其雄厚竞争优势的品牌。 旅游目的地品牌化是指通过积极的形象塑造活动来选择某种品牌要素组合,从而使自身品牌显得与众不同的过程。这些品牌要素包括名称、术语、标识语、符号、设计、象征、口号、包装等。由于旅游目的地是由多个要素组成的,因此旅游目的地品牌化与一般产品或服务品牌化相比要复杂一些。可以说,旅游目的地品牌化是一项集体活动,它包括了大量的利益相关者,不仅要考虑目的地品牌和最终结果，而且还要考虑目的地品牌形成的动态过程。7 一旦一部分针对潜在游客的旅游产品进行划分，地方形象的品牌化则是营销过程中的推广计划的下一步。促销计划将旨在目标旅游城市形象和城市观光传达给游客。更多的参与开发一种促销策略的光面手册比写成一个聪明的一句口号。为了成功地吸引游客，宣传材料必须传达给访问者的访问体验无形的效益。促销活动可以被设计为说服潜在的客人提供真实合理的信息,并为公司决策提供依据，也可以设计使用的情感说服吸引潜在旅游者。无论是使用理性或情感的方法，全市宣传信息必须吸引消费者的注意以获取许多其他消息。用不同的方法进行促销推广，包括广告，销售奖励，公共关系，人员推销和直接营销。选择使用哪一种方法取决于所需的信息的复杂性,最好以沟通信息的交流方式进行旅游市场细分和城市的营销预算。最常用将信息传达给潜在游客的方法是广告。在日益增长的旅游市场营销领域突出了销售奖励的重要性，因为它们可以被用来激励特定群体选择在目的地城市的竞争。销售可用于旅游宣传，包括价格优惠，竞赛和抽奖，赠品和频率计划。销售奖励可以为参观的潜在游客提供所需的额外诱因。公共关系使用新闻稿，演讲，照片和赞助，使其在公众心目中树立城市的一个正面形象。而直复营销是指使用技术来传达一个信息。四、总结市场营销是提供货物、服务、创意和消费者所需要的体验和感受的过程，其战略理论也是围绕着4P的概念即产品，价格，渠道和促销。目的地营销是将产品和服务与提供游客访问经验相结合，并花费大量的时间来挖掘潜在的旅游动机。旅游目的地不是一个新的现象，往往旅游参观的目的地沉淀了悠久的历史与文化。目的地一向被视为提供兴奋和经验的地方。随着人们生活水平的提高，通讯技术和交通运输基础设施的发展，旅游人数急剧增加，当然人们也有更多的经济能力这样做。把旅游目的地的市场定位和品牌宣传联系起来，运用战略营销工具来维护声誉和提升形象，并以此作为打造强势品牌步骤的两个重要阶段。为了有效地对目的地营销，还必须将目的地的品牌形象传达给潜在的客源。这种定位和宣传将会给城市的品牌建设提供特别多的好处，旅游目的地只有找准定位，并创建良好的品牌形象，才能更好地进行宣传。沟通作为这一进程的最后一步，能够维护客源和促进品牌建设。因此，目的地的品牌建设是目的地得以快速发展的重要因素。7
