外文翻译英格兰南部丘陵地方旅游品牌的可持续发展Word格式文档下载.docx

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SustainabilityandLocalTourismBrandinginEngland’sSouthDowns

原文：

Thispaperreportsonastakeholderconsultationexercisethatexaminedthetourismindustry’sperceptionofdevelopingalocaltourismbrandingschemewithintheSouthDowns’protectedareasinsouth-eastEngland.Theresearchshowsthatsuchschemescouldofferpotentialbenefitsthatarerecognisablebythetourismindustry,whilehelpingtomeetthestatutoryaimsoftheprotectedarea.Thepaperrecordstheperceptionsofsmalltourismbusinesses,theirfears,awarenessoftourismimpacts,perceptionsofsustainabletourismandoflocalbranding,andkeycriteriaconnectedtothefutureorganisationofalocaltourismbrandingscheme.Theconclusionliststherecommendationsfortheimplementationofalocalbrandingscheme,includinggrassrootsstakeholderconsultationthatencouragesownershipandparticipation,institutionalframeworksthatsupportcapacity-buildingandtheimportanceofdevelopingcorevalueswithinalocalbrand.

doi:

10.2167/jost652.0

Keywords:

tourismbranding,protectedareas,sustainability,stakeholdercon-

sultation,small/mediumenterprises,SouthDowns

Introduction

Itiswidelyrecognisedthatthedevelopmentofsustainabletourismisessentialtothefutureofboththetourismindustryandtheprotectedareas（Dewhurst&

Thomas,2003;

Ceballos-Lascurain,1996;

Eaglesetal.,2002;

EuroparcFederation,2001;

InternationalUnionforConservationofNature,1994）.Contemporarytourismischaracterisedbynumerouscollaborativeinitiativesbetweendifferentstakeholdersthatincludeadiverserangeofgrassrootsandinstitutionalactors（Vernonetal.,2005）.Theimportanceofcollaborationandpartnershipsforachievingsustainabledevelopmentwasarticulatedinthe1987BrundtlandReportandsubsequentlybecameenshrinedinLocalAgenda21.Increasingawarenessoftourism’senvironmentalimpactsandrecognitionoftheresponsibilityoftourismbusinessesforthoseimpactshavebeeninfluentialfactorsingrowingstakeholderparticipationintourismdevelopment（Bramwell&

Lane,1999）.Nevertheless,ifcollaborationbetweendiversestakeholdersistodeliveramoresustainabletourismagenda,thereneedstobegreaterunderstandingoftheopportunitiesandbarriersthatsuchanapproachmayentail.Empiricalresearchneedstoexplorethefactorsthatinfluencesmalltourismbusinessesinengagingwiththesustainabilityagenda.Oneapproachtoachievingsustainabletourismwithinprotectedareasistheuseoflocaltourismbrandingthatincorporatescoresustainabilitystandards.

LocatedinthesoutheastofEngland,theSouthDownscomprisesoftwoprotectedareasdesignatedasAreasofOutstandingNaturalBeauty（AONBs）:

theEastHampshireAONBandtheSussexDownsAONB（seeFigure1）.ThenaturalheritageoftheSouthDownsisofinternationalimportanceincludingrarehabitatsandspecies.Theareaalsoboastsarichculturalheritage;

thenaturalandculturalheritagehavetogetherproducedadistinctiverurallandscapeofchalkgrassland,whitecliffs,rollinghillsandlowlandvalleys.Since2000,theUKGovernmenthasbeenintheprocessofincreasingtheprotectionoftheDownsforfuturegenerations,throughanationalparkdesignationprocessthatisdueforcompletionby2007.TheSouthDownswillthenbethenearestnationalparktoLondonandpotentiallyseeincreasingvisitornumberstoanareathatalreadyreceives39milliondayvisitsayear（CountrysideAgency,2004）.Nationalparkstatusshouldensurethedevelopmentofatourismstrategyforthearea,whichwillhelpaddressmanyofthechallengesrelatingtovisitormanagement,aswellasopeningupvariousopportunities.Onesuchopportunitywouldbetousethestrongbrandandidentityoftheparkasthebasisforatourismbrandingscheme（ADAS,2001）.

ThepurposeofthispaperistoexaminetheattitudesoftheSouthDowns’tourismindustrytosuchaproposalandtoreflectontheneedforparticipationamongstdiversestakeholders.Specifically,thisresearchprovidesanopportunitytobroadentheunderstandingoftherelationshipbetweenthetourismindustry,localbrandinginitiativesandsustainability.Theresearchalsohasapracticaloutcome,askeyfindingscouldfeedintothedevelopmentandimplementationofapracticalsustainabletourismschemefortheSouthDowns.

TourismBranding,SustainabilityandSmall/MediumBusinesses

TheUK‘ethicalmarket’forgoodsandservicesisnowworthoveranestimated£

20billion（EthicalAgency,2004）,agrowingtrendthatisreflectedworldwide.Astermssuchasfairtrade,organicandethicalhavebecomemainstream,itseemsinevitablethatchangingconsumertastesshouldalsoaffectthetourismindustry（Goodwin&

Francis,2003;

Honey,2002;

Krippendorf,2001;

Swarbrooke&

Horner,1999;

Tearfund,2002;

Wheater,1999）.Yet,whilethecommercia