旅游營銷的未來方向外文翻譯(可編輯)

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3、list/64 HYPERLINK /list/153 銷售/營銷外文翻譯原文Future research directions in tourism marketingMaterial Source: Department of Marketing and Operations Management,University of Macedonia, Thessaloniki, Greece, and A.J. Palumbo Schoolof Business Administration, Duquesne University, Pittsburgh,Pennsylvania, USA

4、.Author:Rodoula Tsiotsou1. IntroductionAs the global population ages and travelling becomes cheaper andquicker than it is today and tourism will continue to be a cornerstoneof the global economy. The increased emphasis on sustainability andlifestyle decisions will also heavily influence tourism and

5、the way itis marketed in the future. This special journal issue has included someof the most cutting edge research on developments happening in tourismmarketing research. However, it is also important to point out theresearch areas that still need to be addressed in order to have a moreglobal and re

6、fined understanding of where tourism research is heading andwhat academics, practitioners and policy analysts can do in order to/view/4c95ccb0168884868662d653.html1/15 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫better understand tourism marketing. The aim of this paper is to highlightsome fertile research are

7、as and stress how more interdisciplinaryresearch is required related to tourism. Table I presents the mainresearch topics identified in the tourism marketing literature. We focuson the research areas that have been addressed in the papers of the specialissue to clarify and identify future research a

8、venues.The structure of this paper is as follows. First, suggestions forfuture research in the areas of consumer behavior-market segmentation,brand management, e-marketing-use of new technologies and strategic arediscussed. As the objective of this special journal issue was tocontribute to the exist

9、ing literature and develop new knowledge on tourismmarketing, the above topics are stated as major research areas worthy offurther academic and practitioner inquiry. The next section of the paperdiscusses how future research on tourism marketing needs to link more toother marketing and management ar

10、eas of study. The final section of thepaper concludes the paper by stating that tourism marketing is aninteresting and exciting area of expertise and will continue to grow inthe next decades.Table I.Current research areas and topics in tourism marketingresearchResearch areasTopicsConsumer behaviorMo

11、tives, perceptions, satisfactionPsychographicMarket segmentation, targeting,positioningand/view/4c95ccb0168884868662d653.html2/15 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫behavioral segmentation factorsBrand management Destinationdestinationpersonality, destination image measuresService performance Service

12、quality, service delivery, servicefailurebranding,destinationimage,E-marketing Transaction, promotion, Web 2.0, user-generatedcontent, social media, mobile servicesDemand models/pricingstrategiesDemand prediction models and pricingStrategic marketing/marketing concept Marketrelationship marketing,or

13、ientation,experiential marketing2. Consumer behavior ? market segmentation, targeting, positioningConsumer behavior is a dynamic and eclectic field of tourism marketingMattila, 2004. Global consumption of tourism means that there are manydifferent aspects of the environment people are influenced by.

14、Consumption patterns are changing globally as more people becomeclassified as middle-class in developing countries such as China and Indiaand can afford more time to travel. More people worldwide can afford tostay in hotels but the geographic origin of these consumers is changing.The changing nature

15、 of the global hotel industry means that future/view/4c95ccb0168884868662d653.html3/15 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫research should discuss in moredepth how consumers decision marketing processes are changingLouviers et al., 2003. As consumers are aging this will create changingdemands in what s

16、ervices and facilities are offered to tourists. Moreresearch is required on the mature consumer and how tourist resorts willbe affected by these changes. For example, Moschis et al. 2003 highlightedthat more research is required on how mature consumers respond to monetaryincentives. Kim and Geistfel

17、d 2003 also found that the demand for fullservice restaurants will increase because of the aging population andstressed the importance of further research focusing on this demographicsegment of the population. Emotional or nostalgia attachments arecomponents of tourism marketing that Shoemaker and B

18、owen 2003 highlightedas future research in customer loyalty for tourism companies. Owing tothe changing online marketing tools consumers utilize in choosing atourism destination Poria and Oppewal, 2003, more research is requiredon how consumers respond to new technologies.Tourism can take a variety

19、of forms from families travelling togetherfor weekend excursions to university students taking study abroadprograms. Future research on tourism needs to further identify thechanging consumer habits of various segments of the population from babyboomers to generation Y. Space travel is now a reality

20、for some wealthyindividuals but as technology develops and people have more leisure time/view/4c95ccb0168884868662d653.html4/15 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫it will be interesting to see how quickly companies marketing tourismservices adapt their advertising campaigns to take advantage of newdes

21、tinations. How tourism changes and the likely technology changes thatwill occur are worthy of a deeper understanding of what people perceiveas destination tourism. Other research methodologies should also be usedin future research in order to triangulate research findings ondestination image.Future

22、research on segmenting tourism customers also needs to focusmore on the relationships between different segmentation approaches inorder to investigate whether these approaches are mutually exclusive orare interdependent on each other Tsiotsou, 2006. For example, touristresort customers can be segmen

23、ted geographically according to whatcountry they are from, their income level but also their entrepreneurialproclivity. Moreover, more research needs to investigate the differentethnic sub-groups within a geographic region to find out if this alsoimpacts on a persons tourism activities. Previous res

24、earch onsegmentation has focused on identifying homogenous groups of customersthat have similar attributes but future approaches should look not at thesimilarities but the differences that people have and why different groupsof consumers may frequent the same tourist resort.3. Brand managementBrandi

25、ng is a strategy used to differentiate products and companies,/view/4c95ccb0168884868662d653.html5/15 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫and to build economic value for both the consumer and the brand owner.There a variety of different brands that are used in tourism marketingfrom travel agents, compa

26、nies advertising tourism products such as hikingequipment to destinations like Canada being a brand Hudson and Ritchie,2009. Hence, there are a number of different directions that futureresearch on branding in tourism marketing can take.One of the most important concepts linked to branding is brand

27、equity.Brand equityrefers to the added value with which a brand endows a productand to the addition of the brands attributes including reputation,symbols, associations and names. Customer-based brand equity and thefinancial-based brand equity have not been examined adequately in thetourism marketing

28、 literature requiring further research attention.Future research in tourism should also examine the degree ofimplementation of strategic brand management processes in tourismservices and specifically, examine the four steps involved as recommendedby Keller et al. 2008:1identifying and establishing b

29、rand positioning;2 planning and implementing brand marketing campaigns;3 measuring and interpreting brand performance;4 growing and sustaining brand equity.4. E-marketing and use of new technologiesTourism businesses all over the world are currently facing rapid/view/4c95ccb0168884868662d653.html6/1

30、5 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫changes due to market globalization, intensified competition, economicrecession, and the dynamic evolution of new technologies. Tourism is inthe forefront of information communication technologies ICTs adoption ande-business in the area of e-marketing E-Business Wa

31、tch, 2006 because theuse of new technologies facilitates tourism services in reaching theircustomers, in offering customized services, and in competing effectivelywith other intermediaries and distribution channels. Although tourismbusinesses are considered early adopters of new technologies, resear

32、chshows that there is an under-utilization and under-exploitation of thesetechnologies. Examining the reasons for the under-exploitation of ICTsconstitute an urgent research directive. Moreover, because it has beensupported that the internet does not impact positively all tourismsub-sectors, future

33、investigations should focus on the degree of ICTadoption and the resulted variations of tourism services performance bysub-sectors. Moreover, due to the inconsistencies in the literature,examining the role of e-marketing on tourism businesses performancebecomes an emerging research topic.5. Strategi

34、c marketingA lack of work on strategic issues and distribution processes inrelation to travel and tourism has been already identified in theliterature Bagnall, 1996; Riege and Perry, 2000. The key reason for thisis that up to recently marketing for tourism services has been focused/view/4c95ccb01688

35、84868662d653.html7/15 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫not on the consumer, but on the destination or outlet, with marketingstrategies being related to the products offered Williams, 2006. Asmarketing within this sector has evolved however, the offer has becomeincreasingly less important due to the

36、enormous heterogeneity ofconsumers needs, motivation and behaviors and the changing of the globaleconomic and social conditions. Thus, tourism firms and destinationsrealized that they need to redefine their strategies to respondeffectively to these changes.Experiential marketing as many other market

37、ing advances has beenlargely neglected by those involved in tourism marketing. While in otherindustries experiential marketing has become the cornerstone of theirstrategic orientation, marketing in the travel and tourism does not seemto be taken this direction yet McIntosh and Siggs, 2005. Initial r

38、esearchattempts on this area have been focused on the personal and affectiveaspects of tourists experiences in natural and heritage settingsSchanzel and McIntosh, 2000; McIntosh, 2002, the consumption experienceon adventure leisure activities Arnould and Price, 1993 and emotionalreactions and subjec

39、tive responses to the consumption experience Bigneand Andreu, 2004. However, the experiential aspects of tourism remainrelatively unexplored and therefore, research is needed on identifyingthe unique elements of the tourism experience, and the strategic andtactical steps involved in staging an exper

40、ience./view/4c95ccb0168884868662d653.html8/15 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫6. EpilogueAs tourism research grows gradually in scope and rigor over the years,tourism marketing research seems to attempt to keep up with the dynamicevolutions and match industrys research demands in relation to thediv

41、ersity of topics. This paper has discussed future research directionsfor tourism marketing. Much more research needs to be conducted on thisexciting area of study. Pivotal areas of study were highlighted as beingimportant areas for future research to address in tourism marketing. Thelast section of

42、the paper discussed the need for a more interdisciplinaryperspective of tourism marketing that encompasses a variety of academicstudy areas to fully understand the unique area of tourism marketing.譯文資 料 來 源 :Department of Marketing and Operations Management,University of Macedonia, Thessaloniki, Gre

43、ece, and A.J. Palumbo Schoolof Business Administration, Duquesne University, Pittsburgh,Pennsylvania, USA.作者:Rodoula Tsiotsou旅游營銷的未來方向一、導(dǎo)言隨著人口的老齡化和旅游越來越便宜和便捷,如今,旅游業(yè)仍將成為世界經(jīng)濟的基石。對可持續(xù)性和生活方式的要求也將同時嚴重影響旅游的方式是和實際的市場未來。本文研究的問題包括對旅游市場進行了一些最前沿的探討。但是,/view/4c95ccb0168884868662d653.html9/15 4/15/2019旅游營銷的未來方向外

44、文翻譯（可編輯）- 百度文庫同樣重要的是在某些研究領(lǐng)域 ,還需要有更加全球化的觀念 ,我們將會和學(xué)者、從業(yè)人員和政策分析師一起更好的了解旅游營銷。本文的目的主要是突出能夠跨學(xué)科的研究與旅游業(yè)相關(guān)的領(lǐng)域。表一列出在旅游市場宣傳資料方面確定的主要議題。我們專注于研究,已特別處理的文件,以澄清和確定今后研究途徑的地區(qū)。本文的結(jié)構(gòu)如下:首先,對于今后的研究消費者行為,市場細分,品牌管理,電子商務(wù)營銷提出建議,在利用新技術(shù)和戰(zhàn)略等方面進行了討論。目標(biāo)是促進現(xiàn)有文獻中和今后旅游營銷中知識的融合。本文的下一節(jié)將討論如何在未來的旅游營銷中運用其他的例如管理領(lǐng)域中的營銷。本文的最后一節(jié)總結(jié)指出,旅游市場營銷是一

45、種既有趣又刺激的領(lǐng)域,并將持續(xù)幾十年。表1 目前在旅游營銷中研究的領(lǐng)域和主題研究領(lǐng)域消費者行為 電影, 感知, 滿意度市場細分、目標(biāo)定位 消費心態(tài)和行為細分品牌管理 目的地品牌、旅游目的地形象、目的地的特征,旅游目的地形象措施主題服務(wù)績效網(wǎng)絡(luò)營銷服務(wù)質(zhì)量、服務(wù)的提供、服務(wù)的失效交易,推廣,網(wǎng)絡(luò) 2.0,用戶產(chǎn)生內(nèi)容,社會媒體,移動服務(wù)需求、定價模型需求預(yù)測模型和定價策略戰(zhàn)略營銷/營銷理念 市場定位、關(guān)系營銷,經(jīng)驗的銷售二、消費者行為-市場分割、企劃、定位消費者行為是旅游市場營銷的動態(tài)和兼收并蓄領(lǐng)域(Mattila,2004)。旅/view/4c95ccb0168884868662d653.ht

46、ml10/15 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫游業(yè)的全球消費量意味著有許多不同的人會對環(huán)境產(chǎn)生影響。消費模式正在改變?nèi)蛟絹碓蕉嗟娜藲w類為中等階層,如中國和印度等發(fā)展中國家可以負擔(dān)更多的時間去旅行。全世界更多的人能夠負擔(dān)得起住在酒店,但這些消費者的地理來源正在發(fā)生變化。全球酒店業(yè)不斷變化的性質(zhì)意味著,未來的研究應(yīng)該討論更多如何深入消費者的決策過程,將會是不斷變化的市場營銷(Louviers et al.,2003)。由于消費者的老齡化這將創(chuàng)造何種服務(wù)和設(shè)施提供給游客不斷變化的需求,成熟的消費者和旅游度假區(qū)將如何受這些變化的影響,需要更多的研究,例如,Mosc

47、his et al.(2003)強調(diào),就如何應(yīng)對成熟的消費者需要的貨幣獎勵。 Kim和 Geistfeld(2003)也發(fā)現(xiàn),全面服務(wù)的餐廳的需求將會增加,因為人口老齡化,并強調(diào)了進一步了解這個人口段的人口為重點研究的重要性。研究旅游營銷市場懷舊情緒的學(xué)者 Shoemaker 和 Bowen(2003 年)在旅游公司的忠誠客戶未來的研究突出組成部分。由于消費者不斷變化的網(wǎng)絡(luò)營銷工具運用在選擇旅游目的地(Poria 和 Oppewal,2003),則需要更多的研究消費者如何應(yīng)對新技術(shù)。旅游業(yè)可采取各種各樣的形式,從周末郊游旅行的大學(xué)學(xué)生,到一起出國留學(xué)的家庭的各種方案。對旅游未來的研究需要進一步

48、確認改變消費習(xí)慣,適應(yīng)各種各樣的階層的需要。從嬰兒潮時期出生的人到后面的 y 代。去太空旅行,現(xiàn)在卻變成現(xiàn)實,一些富有的個人,隨著技術(shù)的發(fā)展和人民有更多的閑暇時間,對如何快速適應(yīng)公司的營銷旅游服務(wù)的廣告宣傳活動感興趣。旅游業(yè)如何變化,可能會發(fā)生變化,技術(shù)是一個什么樣的 ,作為目的地的旅游感知值得更深入的了解。其他的研究方法應(yīng)該也可以用在未來的研究,達到三角旅游目的地形象的研究成果。在細分客戶的未來旅游業(yè)的研究還需要把重點放在不同的分割方法的關(guān)/view/4c95ccb0168884868662d653.html11/15 4/15/2019旅游營銷的未來方向外文翻譯（可編輯）- 百度文庫系上,以便調(diào)查是否這些辦法是互相排斥 ,或相互依存的(Tsiotsou,2006)。例如,旅游度假區(qū)客戶可以根據(jù)地理上分割哪個國家出發(fā)地,他們的收入水平是多少,是否還有自己的創(chuàng)業(yè)傾向。此外,需要更多的研究,探討不同種族分在一組,地理區(qū)域也對一個人的旅游活動的影響。區(qū)域分割以往的研究已經(jīng)集中在確定客戶有類似的屬性,但未來的方法應(yīng)該相似,但沒有人有差異,為什么不同的消費者可能經(jīng)常在同一旅游度假群體中出現(xiàn)。三、品牌管理品牌是用來區(qū)分產(chǎn)品和企業(yè),并建立消費者和品牌所有者的經(jīng)濟