[雙語翻譯]旅游營(yíng)銷外文翻譯--旅游營(yíng)銷研究過去、現(xiàn)在與未來（英文）

1、Tourism marketing research: Past, present and futureSara Dolnicar ?, Amata Ring 1The University of Queensland, Australiaa r t i c l e i n f oArticle history:Received 9 July 2013Revised 4 March 2014Accepted 22 March 2014A

2、vailable online 7 May 2014Keywords:Tourism marketingMarketing knowledgePromise managementBig dataTourism marketing knowledge grida b s t r a c tThis paper creates a Tourism Marketing Knowledge Grid and usesit as a framew

3、ork for the review. The grid reveals that extanttourism marketing research has primarily focused on how servicepromises are made and kept, and has mostly generated frame-works to improve managerial decision making or pro

4、vided insightsabout associations between constructs. Strategic principles,underpinned by the understanding of cause-effect relationships,are rare. These findings point to exciting opportunities for futureresearch, includ

5、ing increased attention on enabling promises madeto tourists and development of strategic and research principles;increased use of experimental, quasi-experimental and longitudinalresearch designs, as well as unstructure

6、d qualitative designs; and anincreased focus on the study of actual behavior.? 2014 Elsevier Ltd. All rights reserved.IntroductionOur review of articles published between 2008 and 2012 in the leading tourism journals ind

7、icates that 337 out of 1,088 articles (31%) cover marketing-related content. The Journal of Travel Research has published the highest proportion of tourism marketing research (49%), followed by Tourism Management (32%) a

8、nd Annals of Tourism Research (14%). But what is the contribution of these articles? Have all forms of marketing knowledge been adequately addressed? What type of marketing researchhttp://dx.doi.org/10.1016/j.annals.2014

9、.03.0080160-7383/? 2014 Elsevier Ltd. All rights reserved.? Corresponding author. Tel.: +61 7 3365 6702.E-mail addresses: s.dolnicar@uq.edu.au (S. Dolnicar), a.ring@uq.edu.au (A. Ring).1 Tel.: +61 7 3365 6720.Annals of T

10、ourism Research 47 (2014) 31–47Contents lists available at ScienceDirectAnnals of Tourism Researchjournal homepage: www.elsevier.com/locate/atoures(Maclaran, Saren, Stern, Shaw, Jones, Jones, Shaw, (2) customers may n

11、ot always wish to engage in a relationship, so non-relationship based marketing continues to be important; (3) marketing cannot function effec- tively as one organizational unit, instead a customer-focus attitude needs t

12、o guide the activities of the entire organization; and (4) an organization’s marketing process consists of making promises to con- sumers, enabling such promises and fulfilling expectations that consumers develop based o

13、n the promises made.Grönroos’ definition applies to both tangible products and intangible services because a vacation is a promise (for example ‘‘a(chǎn)n action-packed adventure’’) which can be kept or not kept like a pr

14、omise relating to a product (for example ‘‘a(chǎn)n immaculately clean floor’’ as a result of using the ‘‘easy to use and super-quiet’’ vacuum cleaner).Grönroos’ promises management definition of marketing is adopted for

15、the development of the Tourism Marketing Knowledge Grid (Fig. 2). Knowledge generated through tourism marketing research is therefore classified into the content areas of making, enabling or keeping a promise.What is mar

16、keting knowledge?Typical literature reviews focus on content, topic areas, or domains of application. Normally, they do not consider that each topic area can be approached in many different ways and that how it isS. Doln