跨境旅游目的地营销外文文献翻译.docx

跨境旅游目的地营销外文文献翻译.docx

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跨境旅游目的地营销外文文献翻译

跨境旅游目的地营销外文翻译中英文2020

英文

Cross–bordertourismdestinationmarketing:

Prerequisitesandcriticalsuccessfactors

MetinKozak，DimitriosBuhalis

1. Introduction

Destinationmarketinghasbeencriticalfortourismdevelopmentovertheyears.Destinationsareeffectivelyclustersandnetworksthatdelivertourismproductsandexperiences（Costa,Costa,&Breda,2006）.Strategically,destinationmarketingmustleadtotheoptimisationoftourismimpactsandtheachievementofstrategicobjectivesforallstakeholders（Buhalis,2000）.Toachievethis,destinationsneedtoreflectconsumerpreferencesandtosatisfydemand.Paralleltothedevelopmentsintheworldeconomy,therearedifferencesintourismmovements.Beforethe2000s,touristgroupsoftenconsumedtraditionaltourismproductsandpackages.Theywentonvacationonceortwiceayearandtendedtoconsumealmostallorhalfoftheleavewithinthescopeofatour.Mostpackagetoursaredominatedbyatendencytovisitonlyonedestinationinonecountryforaperiodofonetotwoweeks.

However,technologyandconsumerbehaviourchangehowtravellersexperiencedestinations.Thenewmillenniumhasbeenareferencepointtohowconsumersingeneralhaveevolvedintheirconsumptionpatterns.Influencedbytheabundanceofinformationthrougharangeoftechnologicalsolutions,consumershavewidechoiceandalsoashortinterestspan（Inversini&Buhalis,2009）.Likeinmanyotherindustries,changingtrendsoftourismdemandmaketourismconsumersmoredynamic,irrationalandexperienced（Hwang&Fesenmaier,2011）.Takingadvantageofdevelopmentsininfrastructure（informationtechnology,transport,etc）andsuperstructure（accommodationanddiningfacilities,etc）,travellerstakeshorter,morefrequentholidays.

Technologicalinfrastructurefacilitatestheconnectivityandpotentialtouristsareabletosearchforinformationandmakedecisionsinstantly（Paraskevas,Katsogridakis,Law,&Buhalis,2011）.Manymiddle-classtravellersmake‘once-in-a-life-time’trips,oftenvisinganentirecountryorevenawholecontinentduringatrip.Theyarelikelytoswitchfromonedestinationtoanotherorfromonechoicetoanotherduringtheirtravel.Theylookforshortexperiencesbutwithmoredestinationsonasingletrip,encompassingeithershortorlong-distance（Decrop,2006; Kozak&Baloglu,2011）.Theyeffectivelytrytomaximisethevaluetheygainandoptimisetheirexperienceinashortperiodoftime.

Thetypesofattractionandtheirstrongidentitiesdeterminedestinationpositioningandcompetitiveness（Buhalis,2000; Prayag&Hosany,2014; Um&Crompton,1990）.Thisisinfluentialontourists'decisionstotravelshort-orlong-hauland/orcombinemultipledestinationsinasingletrip.Cross-borderneighbouringdestinationsoffereasyaccessandmobilityfortravellerswhilstincreasingthevarietyandvalueoftravel（Blasco,Guia,&Prats,2014）.Short-distancetripsareincreasinglyeasierduetothecloseproximityandavailabilityoftransportnetworks.Thecombinationofvariousdestinationsortouristattractionsmayenhancethetravelexperience,evenifthetravellastsonlyashortperiod.

Thereisapositivecorrelationbetweenthephysicaldistanceandtheaveragelengthofstay（Gronau,1970）.Thelongerthedistanceoftravelbecomesthemoretravellersextendthelengthoftheirstaytoincludedifferentdestinationsorattractions.Thisenablesthemtobettercompensatethecostoflong-distancetravelandalsotheopportunitycostoflongertimespan（Alegre&Pou,2006）.Forexample,AsiansarrivinginEuropetendtovisitvariouscountries,whilstEuropeansvisitingAmericasorAustraliaoftenvisitdifferentstatesorcountries.Ineithercaseofshortorlong-distancetravel,thecombinationofdestinationsalwaysoffersbettervalueformoneybyaneffectiveuseofmoneyandtime.Italsoaddsvalueforvisitorswhotaketheadvantageofmultipledestinations（Blasco&Guia,&Prats,2014）.Beingsensitiveabouttheirphysicalandpsychologicalconditionsonavacation,visitorsalsolookforasymmetrybetweenthedestinationstheyplantovisitonasingletrip.

Thenewmillenniumhasalsobeenanotherreferencepointtoexperienceradicalchangesonthesupplysideoftourism.Destinationauthoritieshavefeltunderpressuretoinvestmoresourcesincreatingtheirownbrandimageandpositionstomaintaintheircompetitivenessinthemarket（Kozak&Baloglu,2011）.Recenttrendsonbothsupplyanddemandsidesofthetourismindustryhaveforceddestinationstoseekwaysofcross-bordercollaborationtobetterserveasasinglepackage（Blascoetal.,2014）.ThisisaresultofanincreasingAsianpopulationthatwouldliketoexploreWesterndestinations.Travelfacilitationthroughmulticountryvisa,suchasShenghen,hasmadecrossingboarderseasierandenjoyable.Cross-destinationcollaborationismorevaluable,particularlyfordestinationsthathavehadlong-standingdisputesintheirpoliticalrelations,butnowseekpeace（Cho,2007; Farmaki,Antoniou,&Christou,2019; Kim&Prideaux,2003, 2006; Kim,Prideaux,&Prideaux,2007）.Althoughtheindustryhasseveralcasesofsuchcollaborationinpractice,thishasbeenaneglectedsubjectinacademicstudies.Tourismisawell-recognisedcatalystforpeaceanddevelopmentandseveralinternationalorganisationssuchastheUNWTOandWTTChaveadoptedsimilarinitiatives.

Inadditiontofacilitatingtravellersvisitingmultipledestinations,cross-bordercollaborationcanfacilitatearangeofkeybusinessfunctions,includinglabourworkingacrossbordersandprocurement.Dependingongeographyandthelocationofinfrastructure,crossingbordersmaybeinevitable.Forexample,BarcelonaairportandportarethegatewayforAndorra,whilstMilanoMalpenzaairportisthegatewayforLuganoandItalian-speakingSwitzerland.

Inlinewiththeabovearguments,thestudyobjectivesinclude:

（1）identifypotentialinstruments/organisationstakingplaceinacross-bordercollaborativedestinationmarketingbetweenGreeceandTurkey;

（2）discussthepossiblebenefitsandadvantagesforbothpartsinordertobesuccessfulformarketingininternationaltourism;（3）suggestsolutionsforanypossiblebarriersthatmayhinderasuccessfulimplementationofcross-bordercollaborativedestinationmarketing;and（4）investigatetheunderliningeffectsofcross-bordercollaborationoverpeacemakingprocessesandhowpeace-makingprocessesmayinitiatetheimplementationofcross-bordercollaborationintourism.

2. Literaturereview

Thecoverageofthisstudyisextensive,addressingthesignificanceofvarioussubjectsinaconceptualandmethodologicaldesign.Theexistingliteraturecontainslimitedempiricalattemptstounderlinetheinstruments,opportunitiesandchallengesofcross-bordercollaborativedestinationmarketing.Traditionalmarketingisaboutpromotingproductsandservicesbutpromotingservicesacrossbordersindifferentcountriesandadministrativeentitieshavebeenneglected.Infact,mostcross-borderdestinationscompetewitheachother.Thelinkoftourismwiththepeace-makingprocessinthecontextofneighbouringcountrieshasalsobeenunder-researched.Therefore,thisstudyaimstobringdifferentsubjectstogether,suchasdestinationmarketing,cross-bordercollaboration,peace-makingprocess,andactorsincross-bordercollaboration.Bringingmethodsandbestpracticetogethercanhelptoaccomplishtheabove-statedobjectivesbyapproachingtheissuefromabroaderperspective.

2.1. Cross-borderdestinationmarketing

Departingfromtheconceptualbackgroundinbasicmarketingtheories,therearetwoapproachesthatarecloselylinkedwiththeirconceptualisationfordestinationproducts:

complementaryandsubstituteproducts（Kotler,Bowen,Makens,&Baloglu,2017）.Theformercategoryconsidersthateachdestinationhasdistincttypesofproductsthatcanpotentiallycomplementeachothertoattractvisitorswithvaryingholidayinterestsormotivations.Athensismoreculture-orientedandRhodesoffersmorenatureandseasideleisure,butthesetwodestinationscantakeplaceintheagendaofvisitorswhowouldliketovisitGreece.Thesubstitutecategoryoffersproductswithsimilarcharacteristics.Onedestinationcanbereplacedwithanotherinvisitors'choicesets.Theremaybenotmuchdifferenceforsun-seekingvisitorsbetweenvisitingRhodesorKosoncethevacationistakeninthesummer.

Regardlessoftheirvaryingcharacteristicsinnature,destinationswitheitherproductcategoriescanbeinvolvedincross-bordercollaborativemarketingprograms.Thereareseveraltrendsthatpropelmorecross-bordertravels,namely（UNWTO,2018）:

•Travelfacilitationenablesmoretouriststocrossborders

•Facilitationofvisaandcross-borderformalities

•Transportationnetworksandflexibletransportarrangements

•Shorterandmorefrequentactivetravel

•Questformorevariedexperiences

•Availabilityofinformationthroughtechnology

•Collaborationbetweencross-borderpartnersanddevelopmentofecosystems

•Lastminuteavailabilityandspecialoffers

•Increaseinlong-haultravel

•Increaseinmiddle-classtravelto‘once-in-a-life-time’destinations

•Needoftravellerstofeedsocialmediawithasmuchcontentaspossible.

Asthecross-bordervisitationhasbeenfacilitated,therehavebeenmorecasesofsuchcollaborations.Geographyandpositioningtowardsattractionsplayacriticalrole.Thisismoreevidentinfamouswaterfallregionsaroundtheworld,wherevisitorsmovebetweentwocountriestoseethespectacularviewsfrommoreangles.Forexample,IguazuFallscanbereachedfromtwomaintowns,PuertoIguazúinArgentinaandFozdoIguaçuinBrazil.Similarly,Victoria