資源描述：
《目的地旅游營(yíng)銷-外文翻譯》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、外文翻譯原文TourismMarketingforcitiesandtownsMaterialSource:TourismmarketingforcitiesandtownsAuthor:Bonita.M.KolbDestinationbrandingisgrowingrapidlyasanapproachtotourismdestinationpromotion.Manydestinations-fromindividualcitiestoentirecountries-areadoptingbrandingstrategiessimilartothoseofleadinghouseho
2、ldbrandnamesinanefforttodifferentiatethemselvesandtoemotionallyconnectwithpotentialtourists.Thisworkdemonstrateshowdestinations-bigandsmall-cansuccessfullyharnessthepowerofbranding.Brandsintourismcanbefoundinmanycategoriesofgoodsandservicesinfluencemanydiversefacetsoftouristactivities.Abrandenable
3、stourismproducerstochargemoremoneyfortheirproductsandservices,whileitalsogiventhemtheresponsibilityofmaintainingandenhancingthebrandreputation.However,thechangingvaluesofaspecifictouristwillaffecttheperceptionandthefeelingsthathemayhavetowardthebrand.Abrandisnotatangiblevalueandatourismbrandisthed
4、ynamicrealityofthebrand.Itisahistoricallyandcultural-rootedphenomenon.Today’stouristsliveinaworldofincreasedinterconnectivityandtransnationalinformationflowswhichmaynecessarilyaffectthewayinwhichtheyrelatetothebrands.Theriseofaglobalinformationplatformhasfurtherenhancedglobalizationprocesses.Thisp
5、latformistheproductofaconvergenceofthepersonalcomputer,thecapabilityofthefiberopticcabletoincreaseaccesstodigitalinformation.Althoughmanystudieshavebeenfocusingontheissueoftourismproductsbrandingandanincreasingnumberofthemhavebeenconcentratingondestinationbranding,littlehasbeensaidiftherelationshi
6、pbetweenglobalizationforcesandthephenomenonofbrandingintourism.Towhichextenttheincreasingimportanceofbrandingintourismrelatestotheglobalizationprocessesremainsaratherunexploredissue.Althoughresearchofbrandingintourismfromaglobalizationperspectiveisseldom,ageneralopinionexistamongscholarsthattouris
7、misincreasinglyglobalized.7SubjecttomoldtocreateatouristdestinationacompetitiveadvantagethemostpowerfulinstrumentSubjectdestinationacompetitiveadvantageisthemostpowerfultool.AgoodpersonalityVisioncanformthesubjec
