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1、0外文翻譯原文Title:BrsasDestinations–TheNewTourismObjectiveFChineseTouristsMaterialSource:TrendsIssuesinGlobalTourism2009Auth:MonikaEchtermeyer1.EuropeanDestinationsCompetingwithSymbolsBrsTouristdestinationssellthemostimptantp

2、roductofthewld:”Feelingsofhappiness.”ChinesetouristsinparticulararedesperatefexperiencewhentheytaketheirfirsttriptoEuropeatripwhichtheyconsidertobehighlyprestigious.InEuropetheylookffeelingsofhappinessaromanticatmosphere

3、.Firsttimevisitstrytovisitasmanydestinationsaspossibleinjustafewdayswantingthe“maximumkick”intheminimumamountoftime.ThetraditionaltripacrossEuropevisitingtencountriesinupto15dayswillcontinuetobeofferedinthefeseeablefutur

4、e(giventheevergrowingmarketffirsttimeEuropetravelers).Thisleaveslittletimefindividualdestinationsverylittletimetolinger.NowadayshoweverallbigtouroperatsoffersingledestinationtripsstrivetoexptheFIT(FreeIndependentTraveler

5、)sect.InthethreelargestsourcemarketsBeijingShanghaiGuangdongtripstakinginjustthreetofivecountrieshavealreadybecomethemostdominant.InadditiontheMICEsecthasbeengrowingasglobalizationhasledtotheuseofmodernincentivemethodsin

6、China.AllofthetouristdestinationspreferredbytheChinesehaveonethingincommonsightswhichtheChineseseeasstrongprestigiousknownsymbolsbrs.Firstofallafewfactsabouttheiginofthetourists.1.1Destination“Europe”MostoftheChinesetrav

7、elerscomefromthethreemajeconomicregions:BeijingTianjinYangtzeRiverDelta(ShanghaiJiangsuZhejiang)PearlRiverDelta(GuangdongHongKongMacao)thesearetheregionsthathaveprofitedmostfromtheeconomicgrowthoverthepast20yearssopeople

8、therecanaffdtotravelabroad.PeoplefromBeijingGuangdongHKGShanghaidominateoutboundtourism.71percentoftravelerscomefromthese2thefamousracintrackinGermanytheNrburgRingaswellasBMW’sbrl(aninteractivebrexperienceonthefactypremi

9、ses)“BMWWld”inMunich.Thefuturebelongstodestinationswhichattractguestswiththeismaofstrongbrsfamouspersonalities.“Tourismisabigbringbusiness.Frompowerfulnationalgovernmentstolocaleconomiesregionsacrosstheglobearedoingtheir

10、besttocreateabrthatattractstouriststheirmoney.”(BakerB.2007)2.ThePrerequisitesBenefitsofaStrong(Hotel)BrThesamerulesapplytobothbrsinthehotelbusinessbrsofotherconsumergoodsindustries“Abrisanametermsignsymboldesignacombina

11、tionoftheseelementsthatisintendedtoidentifythegoodsservicesofonesellergroupofsellerstodifferentiatethemfromthoseofcompetition”.putdifferentlybrsarecrashbarriersintheconfusingsupermarketofmessagesthatassistguidecustomersf

12、ulfilltheiremotionalwishesunburdenthem.Inourcomplicatedwldourcultureofabundance(“ZUVIELisation”)customersarelookingfpreferablyeasysolutionstoproblems.FexampleaneasysolutionfChineseguestscheckingintoahotelafteralongjourne

13、ywouldbetoofferthema“pillowmenu”allowingeachguesttochoosetheirpreferredpillow(thickmediumthin)tosuittheirindividualsleepingneeds.Thiseasyeconomicalsolutiontotheproblemgoesbeyondtheceproposition(bedstardpillow)addsvalueft

14、hevisit.Particularlyinthehotelbusinesscustomerloyaltyislessdependentonthepricepernightthanontheproduct’sceadditionalbenefits.Thefamous20:80ruleappliesheremostofthetimecebenefitsmakeuparound80%ofcostsbutoftenaccountfjust2

15、0%ofthemostimptantimpressionsleftonthecustomerwhereasadditionalbenefitsoftenonlyaccountfabout20%ofcostswhilethecrucialimpressionsleftonthecustomeraccountfabout80%.Hencebredhotelssttogainbyofferingemotionaladdedvalueaddit

16、ionalbenefits(e.g.individualextras)alongsidetherationalperfmancefeatures(cleanroomsbeds)leadingtoguestsfavingcertainhotelsbecomingrepeatcustomers.FourPointsHotelsfexamplepositionedthemselvesintheAmericanmarketalongtimeag

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