旅游與服務(wù)市場奇幻，感覺，有趣[外文翻譯]

1、標(biāo)題：Tourismhospitalitymarketing:fantasyfeelingfun原文：Experientialmarketinghasbecomeacnerstoneofmanyrecentadvancesinareassuchasretailingbringeventsmarketingbutwithattemptingtosellanexperienceofaplacethroughrelatingittotheli

2、festyleconstructsofconsumers.Fmanyyearswehavediscussedtheacteristicsoftourismhospitalityproductswhichsuggestthatmarketingwithinthesectsisdifferenttomanyotherindustriesaspurchasedecisionsaremadeonthebasisofprojectedpercei

3、vedimagesratherthanpriexperience.Howeverdespitetheamountofliteraturebeingwrittenontheseperceiveddifferencesmostmarketinginthesectreliesheavilyontraditionalmarketingconceptsitisoftendifficulttodiscriminatetourismhospitali

4、tyapproachestomarketingfromthoseadvocatedfotherconsumerproducts.Tourismhospitalityhasbecomeamajeconomicactivityasexpectationswithregardtotheuseofourleisuretimehaveevolvedattributinggreatermeaningtoourfreetime.Theevolutio

5、noftouristbehaviourencouragesbothchangetheemergenceofnewmeaning(Bouchetetal.2004).Thisresultsinmarketinghavingpotentiallyagreaterprominenceintourismhospitalitythaninotherindustries.Potentialthatisnotalwaysfullyachieved(M

6、ganPritd2002).Thekeyreasonfthisfailingisthatinthemainmarketingftourismhospitalityhasbeenfocussednotontheconsumerbutonthedestinationoutletwithmarketingstrategiesbeingrelatedtotheproductsoffered(Williams20002002).Asmarketi

7、ngwithinthissecthasevolvedhowevertheofferhasbecomeincreasinglylessimptantduetotheenmousheterogeneityofconsumermotivationbehaviour.Theresultisthatfirmsdestinationswithinthissectneedtoredefinetheirstrategiestoreflectthesec

8、hanges.Studyingthebehaviourofconsumershasbecomeincreasinglycomplexitisfairtoarguethattourismhospitalitybyitsverynatureshouldbeinthevanguardofresearchintocontemparyconsumers(Williams2002).Tourismhospitalityoffersamultitud

9、eofvenuesinwhichpeoplecanconsume.Barsrestaurantshotelsthemeparkscasinoscruiseshipsalloperateas“Cathedralsofconsumption”knowledgeincludingmarketing.Thekeyconceptsofpostmodernmarketingarefragmentationindeterminacydistrusto

10、funiversaldiscoursebutbyeschewingmodernismitintroducesaradicallynewdifferentculturalmovementwhichcoalescesinareconceptualisationofhowweexperienceexplainourwld.Intermsofexperientialmarketingtwoaspectsofthepostmoderndiscou

11、rsearemostrelevanthyperealityimage.Hyperealityisoneofthemostdiscussedconditionsofpostmodernismreferstotheargumentthatrealityhascollapsedhasbecomeimageillusionsimulationsimulacra(copiesfwhichnoiginalexists).Hyperrealityre

12、ferstoablurringofdistinctionbetweentherealtheunrealinwhichtheprefix“hyper”signifiesmerealthanreal.Whentherealisnolongeragivenbutisreproducedbyasimulatedenvironmentitdoesnotbecomeunrealbutrealerthanrealtotheextentitbecome

13、swhatBaudrillard(1993p.23)referstoas“ahallucinatyresemblanceofitself”.Inpostmodernismwiththeadventofhyperrealitysimulationscometoconstituterealityitself.Thisscenarioisexemplifiedthroughoutthetourismhospitalityindustry.Ba

14、udrillardhimselfusedtheexampleofDisneylarguingitismerealthantheUSAitself.ApointreinfcedbyVenturi(1995p.67)whosuggested“Disneylisnearertowhatpeoplewantthanwhatarchitectshaveevergiventhem.DisneylisthesymbolicAmericanutopia

15、”.Inpostmodernsocietypeoplehavebecomefinatedbysignsasaresulttheyexistinastatewheresignsimageshavebecomemeimptantthanwhattheystf.Theresultisthattoday’sconsumersconsumeimagerydonotfocusonwhattheimagesrepresentmean.AsMiller

16、Real(1998p.30)argue“weliveinawldwheretheimagesignifierofaneventhasreplaceddirectexperienceknowledgeofitsreferentsignified”.Whileitisacceptedthatthereareproblemswithinvestigatingtourismhospitalitymarketingthroughapostmode

17、rnientationitclearlyencompassesabroadrangeofconsumerexperiences.Inadditionithasthepotentialtoreframeourthinkingaboutmarketingpracticeinanincreasinglyfragmentedglobalmarketplace.Abetterunderstingoftheunderlyingmacrofcesmi