外文翻译旅游与服务市场奇幻感觉有趣.docx

外文翻译旅游与服务市场奇幻感觉有趣.docx

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外文翻译旅游与服务市场奇幻感觉有趣

中文3780字

标题：

Tourismandhospitalitymarketing:

fantasy,feelingandfun

原文：

Experientialmarketinghasbecomeacornerstoneofmanyrecentadvancesinareassuchasretailing,brandingandeventsmarketing,butwithattemptingtosellanexperienceofaplacethroughrelatingittothelifestyleconstructsofconsumers.Formanyyearswehavediscussedthecharacteristicsoftourismandhospitalityproducts,whichsuggestthatmarketingwithinthesectorsisdifferenttomanyotherindustries,aspurchasedecisionsaremadeonthebasisofprojectedandperceivedimages,ratherthanpriorexperience.However,despitetheamountofliteraturebeingwrittenontheseperceiveddifferences,mostmarketinginthesectorreliesheavilyontraditionalmarketingconcepts,anditisoftendifficulttodiscriminatetourismandhospitalityapproachestomarketingfromthoseadvocatedforotherconsumerproducts.

Tourismandhospitalityhasbecomeamajoreconomicactivityasexpectationswithregardtotheuseofourleisuretimehaveevolved,attributinggreatermeaningtoourfreetime.Theevolutionoftouristbehaviourencouragesbothchangeandtheemergenceofnewmeaning（Bouchetetal.,2004）.Thisresultsinmarketinghavingpotentiallyagreaterprominenceintourismandhospitality,thaninotherindustries.Potentialthatisnotalwaysfullyachieved（MorganandPritchard,2002）.Thekeyreasonforthisfailingisthatinthemainmarketingfortourismandhospitalityhasbeenfocussednotontheconsumer,butonthedestinationoroutlet,withmarketingstrategiesbeingrelatedtotheproductsoffered（Williams,2000,2002）.Asmarketingwithinthissectorhasevolvedhowever,theofferhasbecomeincreasinglylessimportantduetotheenormousheterogeneityofconsumermotivationandbehaviour.Theresultisthatfirmsanddestinationswithinthissectorneedtoredefinetheirstrategiestoreflectthesechanges.

Studyingthebehaviourofconsumershasbecomeincreasinglycomplex,anditisfairtoarguethattourismandhospitalitybyitsverynature,shouldbeinthevanguardofresearchintocontemporaryconsumers（Williams,2002）.Tourismandhospitalityoffersamultitudeofvenuesinwhichpeoplecanconsume.Bars,restaurants,hotels,themeparks,casinosandcruiseshipsalloperateas“Cathedralsofconsumption”（Ritzer,1999）offeringincreasinglycomplexconsumptionopportunitiestoincreasingly

complexconsumers.Tourismandhospitalityhasdevelopedintooneofthemostimportantglobaleconomicactivities,dueinparttoacombinationofatransformationofoffersandincreasinglypostmoderndemand.Thesechangesmeanthattourismandhospitalityconsumptionhasevolvedtobecomemorequalitative,moredemanding,andmorevaried（Bouchetetal.,2004）.

Anecdotalevidencedeliveredthroughmediacoverage,wouldsuggestthatcontemporaryconsumersareself-indulgent,pleasureseekingindividuals,easilydominatedbymarketersandadvertisers,whoactlikesheepinthewaystheymimicreferentothers.However,therealityisobviouslymuchmorecomplexthansuchascenariosuggests.Contemporaryconsumersareaslikelytobedrivenbythriftastotheyaretobehedonistic,theyuseconsumptiontomakestatementsaboutthemselves,theyuseconsumptiontocreatetheiridentitiesandtheydevelopasenseofbelongingthroughconsumption.Formanypeopleitisthroughconsumptionthatrelationshipsareformed,forexample,colleaguesenjoyingadrinkafterworkorchildrenhostingtheirbirthdaypartiesatMcDonalds,enablingthemtodefinetheircircleoffriends.Consumptionalsoplaysapartinfindingfulfilment,developingcreativityandexpressingtheirindividualabilities.Clearlysuchacomplexphenomenacannotbeeasilyunderstood.

Recentargumentshavebeensoundedthataspectsofcontemporarytourismandhospitalityconsumptionhavereflectedthephenomenaofpostmodernism.Whilstmanybelievepostmodernismtobeameaninglessintellectualfad,inaccessibletomanyinvolvedinmarketingwithinoursector,othersagreethatthereareworthwhileinsightstobegainedfromthedebateonthepost-modernconditionanditsconsequencesfortourismandhospitalityconsumptionandmarketing.Idonotintendtodiscussatlengththeuseofpost-moderndiscourseintourismandhospitalitymarketingasIhaveexerciseditinpreviouswork（Williams,2000,2002）.Thetermpostmodernismreferstoabreakinthinkingawayfromthemodern,functionalandrational,andduringthelastcoupleofdecadesithasspreadacrossalldomainsofknowledge,includingmarketing.Thekeyconceptsofpost-modernmarketingarefragmentation,indeterminacyanddistrustofuniversaldiscourse,butbyeschewingmodernismitintroducesaradicallynewanddifferentculturalmovementwhichcoalescesinareconceptualisationofhowweexperienceandexplainourworld.Intermsofexperientialmarketingtwoaspectsofthepost-moderndiscoursearemostrelevant,hyperealityandimage.

Hyperealityisoneofthemostdiscussedconditionsofpostmodernism,andreferstotheargumentthatrealityhascollapsedandhasbecomeimage,illusion,simulationandsimulacra（copiesforwhichnooriginalexists）.Hyperrealityreferstoablurringofdistinctionbetweentherealandtheunrealinwhichtheprefix“hyper”signifiesmorerealthanreal.Whentherealisnolongeragivenbutisreproducedbyasimulatedenvironment,itdoesnotbecomeunreal,butrealerthanreal,totheextentitbecomeswhatBaudrillard（1993,p.23）referstoas“ahallucinatoryresemblanceofitself”.Inpostmodernism,withtheadventofhyperreality,simulationscometoconstituterealityitself.Thisscenarioisexemplifiedthroughoutthetourismandhospitalityindustry.BaudrillardhimselfusedtheexampleofDisneyland,arguingitismorerealthantheUSAitself.ApointreinforcedbyVenturi（1995,p.67）whosuggested“Disneylandisnearertowhatpeoplewantthanwhatarchitectshaveevergiventhem.DisneylandisthesymbolicAmericanutopia”.Inpostmodernsocietypeoplehavebecomefascinatedbysignsandasaresult,theyexistinastatewheresignsandimageshavebecomemoreimportantthanwhattheystandfor.Theresultisthattoday’sconsumersconsumeimageryanddonotfocusonwhattheimagesrepresentormean.AsMillerandReal（1998,p.30）argue“weliveinaworldwheretheimageorsignifierofaneventhasreplaceddirectexperienceandknowledgeofitsreferentorsignified”.

Whileitisacceptedthatthereareproblemswithinvestigatingtourismandhospitalitymarketingthroughapostmodernorientation,itclearlyencompassesabroadrangeofconsumerexperiences.Inadditionithasthepotentialtoreframeourthinkingaboutmarketingpracticeinanincreasinglyfragmentedglobalmarketplace.Abetterunderstandingoftheunderlyingmacroforcesandmicrobehaviour,associatedwithpostmodernism,canbeleveragedbymarketerstoobtaincompetitiveadvantagesintheincreasinglydynamic,unpredictable,unstableandcompetitivetourismandhospitalityenvironment.

Traditionalmarketingprovidedavaluablesetofstrategies,implementationtoolsandmethodologiesthattourismandhospitalityfirmscoulduseinanearlierage.AsSchmitt（1999,p.55）argued“traditionalmarketingwasdevelopedinresponsetotheindustrialage,nottheinformation,brandingandcommunicationsrevolutionwearefacingtoday”.Inanewage,withnewconsumersweneedtoshiftawayfromafeatures-and-benefitsapproach,asadvocatedbytraditionalapproachestoconsumerexperiences.Weneedtoconsidernewconceptsandapproacheswhichcapitalizeontheopportunitiesofferedbythesenewconsumers.Onesuchapproachisexperientialmarketing;anapproachwhichincontrasttotherationalfeatures-and-benefitsviewofconsumers,takesamorepostmodernorientationandviewsthemasemotionalbeings,concernedwithachievingpleasurableexperiences.

Experientialmarketingisagrowingtrendworldwide,withenthusiastsreportedinallsectorsoftheglobaleconomy,fromconsumerproductssuchasFordMotorCompany（Kerwin,2004）tohealthcareproviderssuchastheNorthHawaiiCommunityHospital（Hill,2003）.AsSchmitt（1999,p.53）states“experientialmarketingiseverywhere”.Thequestioniswhathascausedthisevolutionintheworldofmarketing,andwhataretheimplicationsforconsumersoftourismandhospitality?

ExperientialmarketingwasfirstintroducedbyPineandGilmore（1998）aspartoftheirworkontheexperienceeconomy,andfurtherrefinedinmanysubsequentarticlesandbooksbythesameauthors.PineandGilmore（1999,p.2）explainedtheirviewofexperientialmarketinginthefollowingmanner“whenapersonbuysaservice,hepurchasesasetofintangibleactivitiescarriedoutonhisbehalf.Butwhenhebuysanexperience,hepaystospendtimeenjoyingaseriesofmemorableeventsthatacompanystagestoengagehiminapersonalway”.Experientialmarketingisabouttakingtheessenceofaproductandamplifyingitintoasetoftangible,physical,interactiveexperienceswhichreinforcetheoffer.Ratherthanseeingtheofferinatraditionalmanner,throughadvertisingmediasuchascommercials,printorelectronicmessaging,consumers“feel”itbybeingpartofit.AsGautier（2004,p.8）argues“experientialmarketingisatotallynewwayofthinkingaboutmarketing,ifyouthinkit’saboutsimplytweakingaroundtheedges,thinkagain”.Experientialmarketingisnotaboutone-offevents,sponsorship,samplingorgeneralfieldmarketing.Experientialmarketingdescribesmarketinginitiativesthatgiveconsumersin-depth,tangibleexperiencesinordertoprovidethemwithsufficientinformationtomakeapurchasedecision.Itiswidelyarguedthatasthescienceofmarketingevolves,