旅游及服务营销：幻想感觉和乐趣的研究外文翻译.doc

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1、旅游及服务营销：幻想，感觉和乐趣的研究外文翻译 毕业论文(设计)外文翻译题 目: 体验营销在乡村旅游中的应用-以周家庄为例一、外文原文标题:Tourism and hospitality marketing: fantasy, feeling and fun出处:Alistair Williams. Tourism and hospitality marketing: fantasy, feeling and fun J.international Journal of Contemporary Hospitality Management. 2006.18(6),pp.482-495原文:I

2、ntroduction Experiential marketing has become a cornerstone of many recent advances in areas such as retailing, branding and events marketing, however, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the questio

3、n what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are crucial to an understanding of marketing theor

4、y and research within the tourism and hospitality sectors. Marketing and promotion is clearly essential for successful tourism and hospitality development, however, it is often overlooked or simplistic in nature Hannam, 2004. Indeed, Morgan et al. 2002 argue that conventional tourism marketing tends

5、 to focus on confirming the intentions of tourists, rather than persuading them to consume differently. In addition the marketing of tourism and hospitality products has become increasingly complex, being associated not only with conveying an image of a place, but with attempting to sell an experien

6、ce of a place through relating it to the lifestyle constructs of consumers. For many years we have discussed the characteristics of tourism and hospitality products, which suggest that marketing within the sectors is different to many other industries, as purchase decisions are made on the basis of

7、projected and perceived images, rather than prior experience. However, despite the amount of literature being written on these perceived differences, most marketing in the sector relies heavily on traditional marketing concepts, and it is often difficult to discriminate tourism and hospitality appro

8、aches to marketing from those advocated for other consumer products Tourism and hospitality has become a major economic activity as expectations with regard to the use of our leisure time have evolved, attributing greater meaning to our free time. The evolution of tourist behaviour encourages both c

9、hange and the emergence of new meaning Bouchet et al., 2004. This results in marketing having potentially a greater prominence in tourism and hospitality, than in other industries. Potential that is not always fully achieved Morgan and Pritchard, 2002. The key reason for this failing is that in the

10、main marketing for tourism and hospitality has been focused not on the consumer, but on the destination or outlet, with marketing strategies being related to the products offered Williams, 2000, 2002. As marketing within this sector has evolved however, the offer has become increasingly less importa

11、nt due to the enormous heterogeneity of consumer motivation and behaviour. The result is that firms and destinations within this sector need to redefine their strategies to reflect these changes Studying the behaviour of consumers has become increasingly complex, and it is fair to argue that tourism

12、 and hospitality by its very nature, should be in the vanguard of research into contemporary consumers Williams, 2002. Tourism and hospitality offers a multitude of venues in which people can consume. Bars, restaurants, hotels, theme parks, casinos and cruise ships all operate as “Cathedrals of cons

13、umption” Ritzer, 1999 offering increasingly complex consumption opportunities to increasingly complex consumers. Tourism and hospitality has developed into one of the most important global economic activities, due in part to a combination of a transformation of offers and increasingly postmodern dem

14、and. These changes mean that tourism and hospitality consumption has evolved to become more qualitative, more demanding, and more varied Bouchet et al., 2004. Anecdotal evidence delivered through media coverage, would suggest that contemporary consumers are self-indulgent, pleasure seeking individua

15、ls, easily dominated by marketers and advertisers, who act like sheep in the ways they mimic referent others. However, the reality is obviously much more complex than such a scenario suggests. Contemporary consumers are as likely to be driven by thrift as to they are to be hedonistic, they use consu

16、mption to make statements about themselves, they use consumption to create their identities and they develop a sense of belonging through consumption. For many people it is through consumption that relationships are formed, for example, colleagues enjoying a drink after work or children hosting thei

17、r birthday parties at McDonalds, enabling them to define their circle of friends. Consumption also plays a part in finding fulfilment, developing creativity and expressing their individual abilities. Clearly such a complex phenomena cannot be easily understood1111Recent arguments have been sounded t

18、hat aspects of contemporary tourism and hospitality consumption have reflected the phenomena of postmodernism. Whilst many believe postmodernism to be a meaningless intellectual fad, inaccessible to many involved in marketing within our sector, others agree that there are worthwhile insights to be g

19、ained from the debate on the post-modern condition and its consequences for tourism and hospitality consumption and marketing. I do not intend to discuss at length the use of post-modern discourse in tourism and hospitality marketing as I have exercised it in previous work Williams, 2000, 2002. The

20、term postmodernism refers to a break in thinking away from the modern, functional and rational, and during the last couple of decades it has spread across all domains of knowledge, including marketing. The key concepts of post-modern marketing are fragmentation, indeterminacy and distrust of univers

21、al discourse, but by eschewing modernism it introduces a radically new and different cultural movement which coalesces in a reconceptualisation of how we experience and explain our world. In terms of experiential marketing two aspects of the post-modern discourse are most relevant, hype reality and

22、image Hypereality is one of the most discussed conditions of postmodernism, and refers to the argument that reality has collapsed and has become image, illusion, simulation and simulacra copies for which no original exists. Hyper reality refers to a blurring of distinction between the real and the u

23、nreal in which the prefix “hyper” signifies more real than real. When the real is no longer a given but is reproduced by a simulated environment, it does not become unreal, but realer than real, to the extent it becomes what Baudrillard 1993, p. 23refers to as “a hallucinatory resemblance of itself”

24、. In postmodernism, with the advent of hyper reality, simulations come to constitute reality itself. This scenario is exemplified throughout the tourism and hospitality industry. Baudrillard himself used the example of Disneyland, arguing it is more real than the USA itself. A point reinforced by Ve

25、nturi 1995, p. 67 who suggested “Disneyland is nearer to what people want than what architects have ever given them. Disneyland is the symbolic American utopia”. In postmodern society people have become fascinated by signs and as a result, they exist in a state where signs and images have become mor

26、e important than what they stand for. The result is that todays consumers consume imagery and do not focus on what the images represent or mean. As Miller and Real 1998, p. 30 argue “we live in a world where the image or signifier of an event has replaced direct experience and knowledge of its refer

27、ent or signified” While it is accepted that there are problems with investigating tourism and hospitality marketing through a postmodern orientation, it clearly encompasses a broad range of consumer experiences. In addition it has the potential to reframe our thinking about marketing practice in an

28、increasingly fragmented global marketplace. A better understanding of the underlying macro forces and micro behaviour, associated with postmodernism, can be leveraged by marketers to obtain competitive advantages in the increasingly dynamic, unpredictable, unstable and competitive tourism and hospit

29、ality environment Traditional marketing provided a valuable set of strategies, implementation tools and methodologies that tourism and hospitality firms could use in an earlier age. As Schmitt 1999, p. 55 argued “traditional marketing was developed in response to the industrial age, not the informat

30、ion, branding and communications revolution we are facing today”. In a new age, with new consumers we need to shift away from a features-and-benefits approach, as advocated by traditional approaches to consumer experiences. We need to consider new concepts and approaches which capitalise on the oppo

31、rtunities offered by these new consumers. One such approach is experiential marketing; an approach which in contrast to the rational features-and-benefits view of consumers, takes a more postmodern orientation and views them as emotional beings, concerned with achieving pleasurable experiences Exper

32、iential marketing is a growing trend worldwide, with enthusiasts reported in all sectors of the global economy, from consumer products such as Ford Motor Company Kerwin, 2004 to health care providers such as the North Hawaii Community Hospital Hill, 2003. As Schmitt 1999, p. 53 states “experiential

33、marketing is everywhere”. The question is what has caused this evolution in the world of marketing, and what are the implications for consumers of tourism and hospitality Experiential marketing was first introduced by Pine and Gilmore 1998 as part of their work on the experience economy, and further

34、 refined in many subsequent articles and books by the same authors. Pine and Gilmore 1999, p. 2 explained their view of experiential marketing in the following manner “when a person buys a service, he purchases a set of intangible activities carried out on his behalf. But when he buys an experience,

35、 he pays to spend time enjoying a series of memorable events that a company stages to engage him in a personal way”. Experiential marketing is about taking the essence of a product and amplifying it into a set of tangible, physical, interactive experiences which reinforce the offer. Rather than seei

36、ng the offer in a traditional manner, through advertising media such as commercials, print or electronic messaging, consumers “feel” it by being part of it. As Gautier 2004, p. 8 argues “experiential marketing is a totally new way of thinking about marketing, if you think its about simply tweaking a

37、round the edges, think again”. Experiential marketing is not about one-off events, sponsorship, sampling or general field marketing. Experiential marketing describes marketing initiatives that give consumers in-depth, tangible experiences in order to provide them with sufficient information to make

38、a purchase decision. It is widely argued that as the science of marketing evolves, experiential marketing will become the dominant marketing tool of the future McNickel, 2004 Experiential marketing has evolved as a response to a perceived transition from a service economy to one personified by the e

39、xperiences we participate in. In such a perception experiences are as economically different from services as services are from goods. Pine and Gilmore 2004 explain that experiences have emerged as the next step, in what they refer to as the progression of economic value. If we accept such a positio

40、n; that modern economies are seen as making a transition from the marketing of services to the marketing of experiences, all tourism and hospitality offers are acts of “theatre” that stage these experiences. The experience economy has been summarised by Petkus 2002 as follows:contemporary economies

41、have evolved from the delivery of commodities to the delivery of goods, from goods to services and are presently evolving from services to experiences;. as services became increasingly commodified, customer perceptions of competitive advantage diminish, as does satisfaction;.the delivery of experien

42、tial market offerings involves engaging customers in memorable way; andall actions of the organisation contribute to the performance of the experientialmarket offeringA move from mass media to experiential marketing The huge growth in the field of experiential marketing appears to be the result of t

43、he effect of the numerous success stories cited in the media. As Kerwin 2004, p. 94 states “the beauty of a well designed experience is that while it doesnt reach nearly as many people as a TV spot, it can attract the very customers who are most likely to buy”. The evidence seems to support this con

44、tention, for example, research undertaken by SRI, an international market research organisation, found that experiential marketing drove faster results than traditional methods, with consumers suggesting it led to quick positive purchase decisions. Amongst certain groups, younger consumers and femal

45、es, the results were even more encouraging Allen, 2005. The same research also demonstrated that experiential marketing made consumers more receptive to other forms of associated advertising, an important factor in an era of integrated marketing communication. Similar results were found by IMI Inter

46、national. Their research suggested that more than 55 per cent of consumers felt that the biggest single influence on propensity to consume was the ability to sample or interact with a product before purchase. In the UK, research undertaken by ID Live Brand Experience stated that as many as 85 per ce

47、nt of consumers valued the opportunity to experience; touch, smell, taste or hear, products. Of those surveyed, 58 per cent confirmed that experiential marketing had encouraged them to make a purchase they were not previously planning to make. The importance of this development is not lost on market

48、ing executives with more than 70 per cent of them recently stating that experiential marketing is the current “big theme” Gautier, 2004. Pine and Gilmore 1999 the originators of much of the current thinking behind experiential marketing cite US Bureau of Labour statistics showing that consumer price

49、 indices, employment growth and growth in GDP have all increased at a faster rate for experiential offerings, than for commodities, goods or services. To summarise, the reason behind the continuing growth in demand for experiential marketing, is that it appears to work for both firms and customers.二、翻译文章标题:旅游及服务营销:幻想,感觉和乐趣的研究出处:阿利斯泰尔威廉姆斯.旅游及服务营销:幻想,感觉和乐趣的研究J.正文:摘要 体验营销近来成为零售,品牌,项目市场发展的基石。但是,旅游业和酒店业的营销并没有明确地从上述理论反映出来这导出一个问题:体验营销提供给市场人员旅游业和食宿业的规则吗?在这篇文章中我将介绍体验营销的辩论,并且证明上述问题是如何由此概念引起,这