毕业论文外文翻译旅游及服务营销幻想感觉和乐趣的研究论文翻译中英文对照翻译.docx

毕业论文外文翻译旅游及服务营销幻想感觉和乐趣的研究论文翻译中英文对照翻译.docx

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毕业论文外文翻译旅游及服务营销幻想感觉和乐趣的研究论文翻译中英文对照翻译

中文3920字

一、外文原文

标题：

Tourismandhospitalitymarketing:

fantasy,feelingandfun

出处：

AlistairWilliams.Tourismandhospitalitymarketing:

fantasy,feelingandfun[J].internationalJournalofContemporaryHospitalityManagement.2006.18（6）,pp.482-495

原文：

Introduction

Experientialmarketinghasbecomeacornerstoneofmanyrecentadvancesinareassuchasretailing,brandingandeventsmarketing,however,marketinginthetourismandhospitalitysectorsdoesnotappeartohaveexplicitlyengagedthetheoreticalissuesinvolved.Thisraisesthequestionwhat,ifanything,doesexperientialmarketinghavetooffermarketersinthedisciplinesoftourismandhospitality?

Inthispaper,Iwillseektointroducetheexperientialmarketingdebateanddemonstratehowthequestionsraisedbytheconceptarecrucialtoanunderstandingofmarketingtheoryandresearchwithinthetourismandhospitalitysectors.

Marketingandpromotionisclearlyessentialforsuccessfultourismandhospitalitydevelopment,however,itisoftenoverlookedorsimplisticinnature（Hannam,2004）.Indeed,Morganetal.（2002）arguethatconventionaltourismmarketingtendstofocusonconfirmingtheintentionsoftourists,ratherthanpersuadingthemtoconsumedifferently.Inadditionthemarketingoftourismandhospitalityproductshasbecomeincreasinglycomplex,beingassociatednotonlywithconveyinganimageofaplace,butwithattemptingtosellanexperienceofaplacethroughrelatingittothelifestyleconstructsofconsumers.Formanyyearswehavediscussedthecharacteristicsoftourismandhospitalityproducts,whichsuggestthatmarketingwithinthesectorsisdifferenttomanyotherindustries,aspurchasedecisionsaremadeonthebasisofprojectedandperceivedimages,ratherthanpriorexperience.However,despitetheamountofliteraturebeingwrittenontheseperceiveddifferences,mostmarketinginthesectorreliesheavilyontraditionalmarketingconcepts,anditisoftendifficulttodiscriminatetourismandhospitalityapproachestomarketingfromthoseadvocatedforotherconsumerproducts.

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

Studyingthebehaviourofconsumershasbecomeincreasinglycomplex,anditisfairtoarguethat

tourismandhospitalitybyitsverynature,shouldbeinthevanguardofresearchintocontemporaryconsumers（Williams,2002）.Tourismandhospitalityoffersamultitudeofvenuesinwhichpeoplecanconsume.Bars,restaurants,hotels,themeparks,casinosandcruiseshipsalloperateas“Cathedralsofconsumption”（Ritzer,1999）offeringincreasinglycomplexconsumptionopportunitiestoincreasinglycomplexconsumers.Tourismandhospitalityhasdevelopedintooneofthemostimportantglobaleconomicactivities,dueinparttoacombinationofatransformationofoffersandincreasinglypostmoderndemand.Thesechangesmeanthattourismandhospitalityconsumptionhasevolvedtobecomemorequalitative,moredemanding,andmorevaried（Bouchetetal.,2004）.

Anecdotalevidencedeliveredthroughmediacoverage,wouldsuggestthatcontemporary

consumersareself-indulgent,pleasureseekingindividuals,easilydominatedbymarketersandadvertisers,whoactlikesheepinthewaystheymimicreferentothers.However,therealityisobviouslymuchmorecomplexthansuchascenariosuggests.Contemporaryconsumersareaslikelytobedrivenbythriftastotheyaretobehedonistic,theyuseconsumptiontomakestatementsaboutthemselves,theyuseconsumptiontocreatetheiridentitiesandtheydevelopasenseofbelongingthroughconsumption.Formanypeopleitisthroughconsumptionthatrelationshipsareformed,forexample,colleaguesenjoyingadrinkafterworkorchildrenhostingtheirbirthdaypartiesatMcDonalds,enablingthemtodefinetheircircleoffriends.Consumptionalsoplaysapartinfindingfulfilment,developingcreativity

andexpressingtheirindividualabilities.Clearlysuchacomplexphenomenacannotbeeasilyunderstood.1111Recentargumentshavebeensoundedthataspectsofcontemporarytourismandhospitalityconsumptionhavereflectedthephenomenaofpostmodernism.Whilstmanybelievepostmodernismtobeameaninglessintellectualfad,inaccessibletomanyinvolvedinmarketingwithinoursector,othersagreethatthereareworthwhileinsightstobegainedfromthedebateonthepost-modernconditionanditsconsequencesfortourismandhospitalityconsumptionandmarketing.Idonotintendtodiscussatlengththeuseofpost-moderndiscourseintourismandhospitalitymarketingasIhaveexerciseditinpreviouswork（Williams,2000,2002）.Thetermpostmodernismreferstoabreakinthinkingawayfromthemodern,functionalandrational,andduringthelastcoupleofdecadesithasspreadacrossalldomainsofknowledge,includingmarketing.Thekeyconceptsofpost-modernmarketingarefragmentation,indeterminacyanddistrustofuniversaldiscourse,butbyeschewingmodernismitintroducesaradicallynewanddifferentculturalmovementwhichcoalescesinareconceptualisationofhowweexperienceandexplainourworld.Intermsofexperientialmarketingtwoaspectsofthe

post-moderndiscoursearemostrelevant,hyperealityandimage.

Hyperealityisoneofthemostdiscussedconditionsofpostmodernism,andreferstotheargument

thatrealityhascollapsedandhasbecomeimage,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“weliveinaworldwheretheimageorsignifierofan

eventhasreplaceddirectexperienceandknowledgeofitsreferentorsignified”.

Whileitisacceptedthatthereareproblemswithinvestigatingtourismandhospitalitymarketing

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

Traditionalmarketingprovidedavaluablesetofstrategies,implementationtoolsand

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

Experientialmarketingisagrowingtrendworldwide,withenthusiastsreportedinallsectorsofthe

globaleconomy,fromconsumerproductssuchasFordMotorCompany（Kerwin,2004）tohealthcareproviderssuchastheNorthHawaiiCommunityHospital（Hill,2003）.AsSchmitt（1999,p.53）states“experientialmarketingiseverywhere”.Thequestioniswhathascausedthisevolutionintheworldof

marketing,andwhataretheimplicationsforconsumersoftourismandhospitality?

ExperientialmarketingwasfirstintroducedbyPineandGilmore（1998）aspartoftheirworkonthe

experienceeconomy,andfurtherrefinedinmanysubsequentarticlesand