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