外文翻譯--旅游與服務市場奇幻，感覺，有趣

1、<p><b>　　中文3780字</b></p><p>　　標題：Tourism and hospitality marketing: fantasy, feeling and fun</p><p>　　原文：Experiential marketing has become a cornerstone of many recent advances

2、in areas such as retailing, branding and events marketing, but with attempting to sell an experience of a place through relating it to the lifestyle constructs of consumers. For many years we have discussed the character

3、istics of tourism and hospitality products, which suggest that marketing within the sectors is different to many other industries, as purchase decisions are made on the basis of projected and perceived ima</p><

4、;p>　　Tourism and hospitality has become a major economic activity as expectations with regard to the use of our leisure time have evolved, attributing greater meaning to our free time. The evolution of tourist behavio

5、ur encourages both change and the emergence of new meaning (Bouchet et al., 2004). This results in marketing having potentially a greater prominence in tourism and hospitality, than in other industries. Potential that is

6、 not always fully achieved (Morgan and Pritchard, 2002). The key rea</p><p>　　Studying the behaviour of consumers has become increasingly complex, and it is fair to argue that tourism and hospitality by its

7、very nature, should be in the vanguard of research into contemporary consumers (Williams, 2002). Tourism and hospitality offers a multitude of venues in which people can consume. Bars, restaurants, hotels, theme parks, c

8、asinos and cruise ships all operate as “Cathedrals of consumption” (Ritzer, 1999) offering increasingly complex consumption opportunities to increasing</p><p>　　complex consumers. Tourism and hospitality has

9、 developed into one of the most important global economic activities, due in part to a combination of a transformation of offers and increasingly postmodern demand. These changes mean that tourism and hospitality consump

10、tion has evolved to become more qualitative, more demanding, and more varied (Bouchet et al., 2004).</p><p>　　Anecdotal evidence delivered through media coverage, would suggest that contemporary consumers ar

11、e self-indulgent, pleasure seeking individuals, easily dominated by marketers and advertisers, who act like sheep in the ways they mimic referent others. However, the reality is obviously much more complex than such a sc

12、enario suggests. Contemporary consumers are as likely to be driven by thrift as to they are to be hedonistic, they use consumption to make statements about themselves, they use consum</p><p>　　Recent argumen

13、ts have been sounded that aspects of contemporary tourism and hospitality consumption have reflected the phenomena of postmodernism. Whilst many believe postmodernism to be a meaningless intellectual fad, inaccessible to

14、 many involved in marketing within our sector, others agree that there are worthwhile insights to be gained from the debate on the post-modern condition and its consequences for tourism and hospitality consumption and ma

15、rketing. I do not intend to discuss at length </p><p>　　Hypereality is one of the most discussed conditions of postmodernism, and refers to the argument that reality has collapsed and has become image, illus

16、ion, simulation and simulacra (copies for which no original exists). Hyperreality refers to a blurring of distinction between the real and the unreal in which the prefix “hyper” signifies more real than real. When the re

17、al is no longer a given but is reproduced by a simulated environment, it does not become unreal, but realer than real, to the ext</p><p>　　While it is accepted that there are problems with investigating tour

18、ism and hospitality marketing through a postmodern orientation, it clearly encompasses a broad range of consumer experiences. In addition it has the potential to reframe our thinking about marketing practice in an increa

19、singly fragmented global marketplace. A better understanding of the underlying macro forces and micro behaviour, associated with postmodernism, can be leveraged by marketers to obtain competitive advantages in th</p&g

20、t;<p>　　Traditional marketing provided a valuable set of strategies, implementation tools and methodologies that tourism and hospitality firms could use in an earlier age. As Schmitt (1999, p. 55) argued “traditio

21、nal marketing was developed in response to the industrial age, not the information, branding and communications revolution we are facing today”. In a new age, with new consumers we need to shift away from a features-and-

22、benefits approach, as advocated by traditional approaches to consumer exper</p><p>　　Experiential marketing is a growing trend worldwide, with enthusiasts reported in all sectors of the global economy, from

23、consumer products such as Ford Motor Company (Kerwin, 2004) to health care providers such as the North Hawaii Community Hospital (Hill, 2003). As Schmitt (1999, p. 53) states “experiential marketing is everywhere”. The q

24、uestion is what has caused this evolution in the world of marketing, and what are the implications for consumers of tourism and hospitality?</p><p>　　Experiential marketing was first introduced by Pine and G

25、ilmore (1998) as part of their work on the experience economy, and further refined in many subsequent articles and books by the same authors. Pine and Gilmore (1999, p. 2) explained their view of experiential marketing i

26、n the following manner “when a person buys a service, he purchases a set of intangible activities carried out on his behalf. But when he buys an experience, he pays to spend time enjoying a series of memorable events tha

27、t a</p><p>　　Experiential marketing has evolved as a response to a perceived transition from a service economy to one personified by the experiences we participate in. In such a perception experiences are as

28、 economically different from services as services are from goods. Pine and Gilmore (2004) explain that experiences have emerged as the next step, in what they refer to as the progression of economic value. If we accept s

29、uch a position; that modern economies are seen as making a transition from the marketi</p><p>　　. contemporary economies have evolved from the delivery of commodities to the delivery of goods, from goods to

30、services and are presently evolving from services to experiences;</p><p>　　.as services became increasingly commodified, customer perceptions of competitive advantage diminish, as does satisfaction;</p>

31、;<p>　　.the delivery of experiential market offerings involves engaging customers in a memorable way; and all actions of the organisation contribute to the performance of the experiential market offering.</p>

32、;<p>　　The huge growth in the field of experiential marketing appears to be the result of the effect of the numerous success stories cited in the media. As Kerwin (2004, p. 94) states “the beauty of a well designe

33、d experience is that while it doesn’t reach nearly as many people as a TV spot, it can attract the very customers who are most likely to buy”. The evidence seems to support this contention, for example, research undertak

34、en by SRI, an international market research organisation, found that exper</p><p>　　.it achieves measurable results by offering innovative ways of communicating with customers in their own environment, leadi

35、ng to a better ROI. And it offers a memorable, engaging and exhilarating way of reaching customers</p><p>　　Experiential marketing demonstrates that the media landscape has unalterably changed in recent year

36、s. In 1985, a commercial on peak-time television would have been expected to reach over 40 per cent of the population. A similar commercial today would be unlikely to reach more than 15 per cent of the population, and th

37、is figure is likely to continue falling (Gautier, 2004). Despite increased spend on traditional media many of the worlds top products and brands have suffered falling market share. </p><p>　　出處：Alistair Will

38、iams, (2006) "Tourism and hospitality marketing: fantasy, feeling and fun", International [J]Journal of Contemporary Hospitality Management, Vol. 18 Iss: 6, pp.482 - 495 </p><p>　　標題：旅游與服務市場：奇幻，感覺，

39、有趣</p><p>　　譯文：體驗營銷已經成為許多最新進展領域的基石，例如零售業(yè)、品牌和事件營銷，但隨之而來的是企圖一提樣營銷為目的建立消費者的生命周期。多年來,我們已經討論了旅游管理的特點,市場營銷,顯示這些行業(yè)的營銷是不同于許多其他的工業(yè)，例如產品的購買決定于計劃表的基礎上,而不是經驗。然而,盡管大量的文學作品寫出了這些顯性的差異,大多數這些行業(yè)的營銷部門依賴傳統(tǒng)營銷的概念,并經常很難區(qū)別旅游管理與其他的消

40、費產品所提倡的市場營銷方法的不同。</p><p>　　旅游與服務管理，作為能夠利用我們的閑暇時間的期望已逐步形成, 給我們的業(yè)余時間帶來更大的意義，已經成為主要的經濟活動。旅游行為的進化和改變鼓勵都新出現的意義(Bouchet蘇達權等,2004)。這個營銷結果在旅游管理中有著潛在的，更突出的作用。潛力,這并不總是完全達成(摩根和Pritchard,2002年)。這個失敗的主要原因是,在主要的旅游管理市場上的注意

41、力已不再集中于消費者,而是旅游景點、出口，與產品相關的市場營銷策略 (威廉姆斯,2000年,2002年)。在這個領域市場已經演變了。然而,由于消費者巨大的動機和行為不均衡性，提議已變成越來越不重要。結果是, 在這個部門公司和旅游景點需要重新定位其策略來反映這些變化。</p><p>　　消費者行為的研究已變得日益復雜,這是不容爭辯地, 對于當代研究消費者來說旅游管理本質的研究是前衛(wèi)的 (威廉姆斯,2002年)。旅

42、游服務提供多種場所供人們消費。酒吧、餐廳、酒店、主題公園、賭場和游輪全部經營作為“圣殿”(Ritzer,1999) 給需求多樣化的消費者提供日益健全的消費機會。旅游與服務已發(fā)展成為最重要的全球經濟活動,部分原因是由于贊助商的轉變和越來越后現代需求的綜合因素。這些改變意味著旅游與服務消費演化為更有質量,更多的需求,和更多樣化(Bouchet蘇達權等,2004)。</p><p>　　據媒體報道證實,認為現代消費者崇

43、尚個人享樂主義,易被營銷商和廣告商所引導,如同模仿指定物的綿羊。但是,現實的復雜性顯然是遠大于這樣的場景顯示?，F代消費者的可能被節(jié)儉所束縛以至于都要享樂的,他們通過消費說明自己,他們用消費創(chuàng)造他們的身份, 透過消費建立一種歸屬感。對許多人來說是通過消費建立的關系,例如，同事下班后喝酒或兒童在麥當勞舉辦生日聚會的他們,使他們能夠確定他們的朋友圈，消費也扮演一個實現的價值，開發(fā)創(chuàng)造力和表達他們個人能力的角色,。顯然這樣一個復雜的現象就不容易

44、理解。</p><p>　　最近的爭論的焦點是,現代酒店與旅游業(yè)方面消費現象反映了后現代主義。雖然許多人認為后現代主義是一種無意義的知識分子的時尚,無法進入我們行業(yè)的許多相關市場,也有人贊同通過對后現代現狀及其結果的討論，對旅游服務的消費和營銷提供了有價值的見解。我不打算大篇幅地討論在旅游與服務營銷中對后現代的論述，如同我一直在以前的工作中那樣(威廉姆斯,2000年,2002年)。后現代主義這個詞是指打破固有思想

45、，遠離現代,實用和理性,在過去的幾十年中它已經擴散各個領域,包括銷售。后現代營銷的主要概念是分裂,不確定性和對一般理論的不信任,而是通過遠離現代主義，引進過一種激進的，新的和不同文化的運動，并帶來一種我們如何體驗和解釋我們的世界的重新定義。根據體驗營銷措辭，后現代論述的兩個方面,均更有針對性,超現實和圖像。</p><p>　　超現實是后現代主義討論最多的條件之一,指的是現實已經倒塌,已成為形象、幻覺、仿真和模擬

46、的副本(原物不存在的拷貝物)。超現實指的是一種模糊了現實和虛幻的差別，它的前綴“hyper”意思是比現實更真實。當現實不再是給定的卻是復制一個模擬環(huán)境,它也不再是不真實的,但比現實更真實,一定程度上變成了鮑德里亞(1993年,p。23)所指的“類似自身的幻覺”。在后現代主義,隨著超現實、模擬來構建現實本身。這種情況下用案例來分析整個旅游與服務行業(yè)。鮑德里亞用過的迪斯尼樂園的例子,討論了比美國本身更真實。文丘里強 (1995年，p67)提

47、議迪士尼樂園離人們想要的比建筑師曾經給過他們的更近。迪士尼樂園是美國理想化的象征”。在后現代社會,人們對符號入迷導致他們處于一種符號和圖表遠比它們所代表的更重要的狀態(tài),。結果是今天的消費者消費成像，不再集中于圖表所代表或意味什么了。作為米勒和瑞爾(1998年p。30)論證說,“我們生活在這樣一個世界里，事件的圖像或話語已經直接取代了事件本身所反映或代表的經驗與知識。</p><p>　　人們已經接受一個問題，通過

48、后現代定位調查旅游與服務營銷,但顯然它涵蓋了廣泛的消費體驗。此外在一個日益細分的全球市場上，它潛移默化地修訂營銷的實踐者思路。更好的理解后現代主義之下的宏觀力量和微觀行為，可以促進經營者在充滿活力，不可預測,不穩(wěn)定和充滿競爭的競爭旅游與服務環(huán)境中獲得競爭優(yōu)勢, </p><p>　　傳統(tǒng)營銷提供了一套在早年旅游與服務的公司可以用的寶貴的策略、實施工具和方法。正如斯米特所說的(1999年，p55)“傳統(tǒng)營銷是隨著工

49、業(yè)時代發(fā)展起來的,而不是我們今天面臨的信息、品牌和通信的革命,”。在新的時代條件下,對于新的消費者,我們需要從特點—利益所主張的傳統(tǒng)的方法中轉移出來，如主張通過傳統(tǒng)方法對待消費者的經驗。利用這些新消費者所提供的機會，我們需要考慮新概念和方法。這樣的一個方法是,一種體驗營銷，一種與理性的特征—利益的消費者觀點相對立，把消費者當做感性人給他們帶來更多的后現代取向和觀點，達到讓人享受的體驗。</p><p>　　在世界

50、范圍內，體驗營銷正成為一種不斷增長的趨勢,通過狂熱者對各種全球經濟的各領域的報道,從消費產品,如福特汽車公司(Kerwin,2004)到衛(wèi)生保健機構如夏威夷北方社區(qū)醫(yī)院的(希爾,2003)。正如斯米特(1999,p53)所說的,“體驗營銷無處不在”問題是,是什么導致了營銷領域的變革,對于旅游與服務的消費者意味著什么?</p><p>　　體驗營銷是被派恩和吉爾摩（1998）作為他們在體驗經濟研究的一部分而首次引入

51、的，后來被一個作者在隨后的文章和書中提煉出來。派恩和吉爾摩（199，P2）是這樣解釋他們對于體驗營銷的看法的：“當一個人購買一種服務時，在他的利益上，他獲得的是一系列無形的行動，但是當他購買一種體驗時，他是付錢去享受公司為其個人提供的一系列有實際感受的事件。體驗營銷是將產品的本質提取出來，然后放大到一系列有形的，交互式的，人可以實際感受的體驗中從而加深產品所帶來的體驗，而不是以普通的方式看到的產品那樣，通過廣告媒介例如廣告，印刷的或者電

52、子的信息，消費者是作為其中一部分去感受它的。Gautier（2004，P8）主張：“體驗營銷完全是以一種全新的方式去考慮營銷的，如果你認為它是簡單的邊緣調整，請重新思考?！斌w驗營銷不是一次性事件，贊助，采樣和一般領域的營銷。體驗營銷強調營銷的主動性帶給消費者的深度的，有形的體驗從而提供給他們充足的信息使他們做出購買的決定。它被普遍的認為是營銷科學的一種進步，體驗營銷將會是未來最重要的營銷方式。</p><p>　

53、　體驗營銷是一種從服務經濟到個人參與的體驗經濟的進化的一種響應。在經濟方面，感官體驗區(qū)別于服務，服務區(qū)別于產品。派恩和吉爾摩解釋說，隨著經濟價值的發(fā)展，體驗已經發(fā)展到下一代。盡管我們接受這樣的觀點，就是現代的經濟狀況正在從服務營銷向體驗營銷的轉變，所有的旅游和服務業(yè)所提供的就像是劇院一樣，是給體驗提供一個平臺。Petkus概述體驗經濟為：</p><p>　　現代的經濟已經從交換商品發(fā)展到交換貨物，從交換貨物發(fā)展

54、到服務，現在正在從服務向體驗發(fā)展。</p><p>　　服務已經被日漸商品化，消費者對競爭優(yōu)勢認知減少，如滿意度。</p><p>　　體驗營銷已一種更加記憶深刻的方式使顧客參與其中，組織的所有的行動都圍繞體驗營銷能夠提供的東西進行。</p><p>　　體驗營銷巨大的發(fā)展已經被媒體中出現的眾多的成功案例影響所表現出來了，如克爾溫（2004年，P94）所說的：“一個

55、設計良好的美好體驗在于雖然它不能使每個看電視廣告的人都滿意，可是它能吸引那些很有可能會買的人。這一論據似乎得到了印證，例如，斯坦福研究院一項調查發(fā)現，和傳統(tǒng)的方式相比，體驗營銷能夠更快的產生結果，它能夠使顧客做出快速，明確的購買決定，在一些特定的群體中，年輕人和女性，決定的產生會更加迅速。這項調查還說明，體驗營銷能夠使消費者更容易接受與其相關的其他形式的廣告，在整合營銷傳播的一個重要因素。IMI international 也發(fā)現了類似

56、的結果。他們的調查顯示，超過55%的消費者感覺影響他們消費傾向的最大的單一因素是在購買前能夠體驗和接觸一下商品。在英國，ID Live Brand Experience機構調查發(fā)現高達85%的消費者很重視體驗商品的機會，調動所有的感覺去體驗商品帶來的東西。通過上面的調查，58%的人確定的表示體驗營銷能夠促使他們去購買那些事先沒有計劃買的東西。這個重要的發(fā)現同樣使銷售經理得到很多，超過70%的銷售負責人近期表示，體驗營銷是現在的“大課題”

57、。(Ga</p><p>　　“通過提供與消費者交流的創(chuàng)新方式得到可衡量的方式在以消費者為本的環(huán)境中，有了更好的投資回收率。體驗營銷提供了一種使消費者記憶深刻的，有吸引力的和令消費者高興地方式去體驗商品。</p><p>　　體驗營銷表明近年來媒體格局已經不可逆轉地發(fā)生了改變。在1985年, 電視黃金時段的商業(yè)廣告接收者將達40%的人口。類似的商業(yè)廣告今天將不可能超過15%的人口量,并且這

58、個數字有可能繼續(xù)在下降(·戈蒂埃,2004)。無論在傳統(tǒng)媒體的投資增長多少，那些世界一流品質的產品和品牌的市場份額遭受了下降。人們也普遍認為,原有的模型的廣告花費不再像以前那樣有效，選擇方案必須重新尋找。</p><p>　　出處：阿利斯泰爾·威廉姆斯,(2006)“旅游和服務銷售:奇幻,感覺和有趣”,碩士論文,《國立現代酒店管理》,第18期,六個孤立性蝶竇炎的pp.482 – 495<