外文翻譯--旅游與服務(wù)市場(chǎng)奇幻，感覺(jué)，有趣

1、<p><b>　　中文3780字</b></p><p>　　標(biāo)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(biāo)題：旅游與服務(wù)市場(chǎng)：奇幻，感覺(jué)，

39、有趣</p><p>　　譯文：體驗(yàn)營(yíng)銷已經(jīng)成為許多最新進(jìn)展領(lǐng)域的基石，例如零售業(yè)、品牌和事件營(yíng)銷，但隨之而來(lái)的是企圖一提樣營(yíng)銷為目的建立消費(fèi)者的生命周期。多年來(lái),我們已經(jīng)討論了旅游管理的特點(diǎn),市場(chǎng)營(yíng)銷,顯示這些行業(yè)的營(yíng)銷是不同于許多其他的工業(yè)，例如產(chǎn)品的購(gòu)買(mǎi)決定于計(jì)劃表的基礎(chǔ)上,而不是經(jīng)驗(yàn)。然而,盡管大量的文學(xué)作品寫(xiě)出了這些顯性的差異,大多數(shù)這些行業(yè)的營(yíng)銷部門(mén)依賴傳統(tǒng)營(yíng)銷的概念,并經(jīng)常很難區(qū)別旅游管理與其他的消

40、費(fèi)產(chǎn)品所提倡的市場(chǎng)營(yíng)銷方法的不同。</p><p>　　旅游與服務(wù)管理，作為能夠利用我們的閑暇時(shí)間的期望已逐步形成, 給我們的業(yè)余時(shí)間帶來(lái)更大的意義，已經(jīng)成為主要的經(jīng)濟(jì)活動(dòng)。旅游行為的進(jìn)化和改變鼓勵(lì)都新出現(xiàn)的意義(Bouchet蘇達(dá)權(quán)等,2004)。這個(gè)營(yíng)銷結(jié)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(dá)成(摩根和Pritchard,2002年)。這個(gè)失敗的主要原因是,在主要的旅游管理市場(chǎng)上的注意

41、力已不再集中于消費(fèi)者,而是旅游景點(diǎn)、出口，與產(chǎn)品相關(guān)的市場(chǎng)營(yíng)銷策略 (威廉姆斯,2000年,2002年)。在這個(gè)領(lǐng)域市場(chǎng)已經(jīng)演變了。然而,由于消費(fèi)者巨大的動(dòng)機(jī)和行為不均衡性，提議已變成越來(lái)越不重要。結(jié)果是, 在這個(gè)部門(mén)公司和旅游景點(diǎn)需要重新定位其策略來(lái)反映這些變化。</p><p>　　消費(fèi)者行為的研究已變得日益復(fù)雜,這是不容爭(zhēng)辯地, 對(duì)于當(dāng)代研究消費(fèi)者來(lái)說(shuō)旅游管理本質(zhì)的研究是前衛(wèi)的 (威廉姆斯,2002年)。旅

42、游服務(wù)提供多種場(chǎng)所供人們消費(fèi)。酒吧、餐廳、酒店、主題公園、賭場(chǎng)和游輪全部經(jīng)營(yíng)作為“圣殿”(Ritzer,1999) 給需求多樣化的消費(fèi)者提供日益健全的消費(fèi)機(jī)會(huì)。旅游與服務(wù)已發(fā)展成為最重要的全球經(jīng)濟(jì)活動(dòng),部分原因是由于贊助商的轉(zhuǎn)變和越來(lái)越后現(xiàn)代需求的綜合因素。這些改變意味著旅游與服務(wù)消費(fèi)演化為更有質(zhì)量,更多的需求,和更多樣化(Bouchet蘇達(dá)權(quán)等,2004)。</p><p>　　據(jù)媒體報(bào)道證實(shí),認(rèn)為現(xiàn)代消費(fèi)者崇

43、尚個(gè)人享樂(lè)主義,易被營(yíng)銷商和廣告商所引導(dǎo),如同模仿指定物的綿羊。但是,現(xiàn)實(shí)的復(fù)雜性顯然是遠(yuǎn)大于這樣的場(chǎng)景顯示。現(xiàn)代消費(fèi)者的可能被節(jié)儉所束縛以至于都要享樂(lè)的,他們通過(guò)消費(fèi)說(shuō)明自己,他們用消費(fèi)創(chuàng)造他們的身份, 透過(guò)消費(fèi)建立一種歸屬感。對(duì)許多人來(lái)說(shuō)是通過(guò)消費(fèi)建立的關(guān)系,例如，同事下班后喝酒或兒童在麥當(dāng)勞舉辦生日聚會(huì)的他們,使他們能夠確定他們的朋友圈，消費(fèi)也扮演一個(gè)實(shí)現(xiàn)的價(jià)值，開(kāi)發(fā)創(chuàng)造力和表達(dá)他們個(gè)人能力的角色,。顯然這樣一個(gè)復(fù)雜的現(xiàn)象就不容易

44、理解。</p><p>　　最近的爭(zhēng)論的焦點(diǎn)是,現(xiàn)代酒店與旅游業(yè)方面消費(fèi)現(xiàn)象反映了后現(xiàn)代主義。雖然許多人認(rèn)為后現(xiàn)代主義是一種無(wú)意義的知識(shí)分子的時(shí)尚,無(wú)法進(jìn)入我們行業(yè)的許多相關(guān)市場(chǎng),也有人贊同通過(guò)對(duì)后現(xiàn)代現(xiàn)狀及其結(jié)果的討論，對(duì)旅游服務(wù)的消費(fèi)和營(yíng)銷提供了有價(jià)值的見(jiàn)解。我不打算大篇幅地討論在旅游與服務(wù)營(yíng)銷中對(duì)后現(xiàn)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(xiàn)代主義這個(gè)詞是指打破固有思想

45、，遠(yuǎn)離現(xiàn)代,實(shí)用和理性,在過(guò)去的幾十年中它已經(jīng)擴(kuò)散各個(gè)領(lǐng)域,包括銷售。后現(xiàn)代營(yíng)銷的主要概念是分裂,不確定性和對(duì)一般理論的不信任,而是通過(guò)遠(yuǎn)離現(xiàn)代主義，引進(jìn)過(guò)一種激進(jìn)的，新的和不同文化的運(yùn)動(dòng)，并帶來(lái)一種我們?nèi)绾误w驗(yàn)和解釋我們的世界的重新定義。根據(jù)體驗(yàn)營(yíng)銷措辭，后現(xiàn)代論述的兩個(gè)方面,均更有針對(duì)性,超現(xiàn)實(shí)和圖像。</p><p>　　超現(xiàn)實(shí)是后現(xiàn)代主義討論最多的條件之一,指的是現(xiàn)實(shí)已經(jīng)倒塌,已成為形象、幻覺(jué)、仿真和模擬

46、的副本(原物不存在的拷貝物)。超現(xiàn)實(shí)指的是一種模糊了現(xiàn)實(shí)和虛幻的差別，它的前綴“hyper”意思是比現(xiàn)實(shí)更真實(shí)。當(dāng)現(xiàn)實(shí)不再是給定的卻是復(fù)制一個(gè)模擬環(huán)境,它也不再是不真實(shí)的,但比現(xiàn)實(shí)更真實(shí),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(jué)”。在后現(xiàn)代主義,隨著超現(xiàn)實(shí)、模擬來(lái)構(gòu)建現(xiàn)實(shí)本身。這種情況下用案例來(lái)分析整個(gè)旅游與服務(wù)行業(yè)。鮑德里亞用過(guò)的迪斯尼樂(lè)園的例子,討論了比美國(guó)本身更真實(shí)。文丘里強(qiáng) (1995年，p67)提

47、議迪士尼樂(lè)園離人們想要的比建筑師曾經(jīng)給過(guò)他們的更近。迪士尼樂(lè)園是美國(guó)理想化的象征”。在后現(xiàn)代社會(huì),人們對(duì)符號(hào)入迷導(dǎo)致他們處于一種符號(hào)和圖表遠(yuǎn)比它們所代表的更重要的狀態(tài),。結(jié)果是今天的消費(fèi)者消費(fèi)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(shuō),“我們生活在這樣一個(gè)世界里，事件的圖像或話語(yǔ)已經(jīng)直接取代了事件本身所反映或代表的經(jīng)驗(yàn)與知識(shí)。</p><p>　　人們已經(jīng)接受一個(gè)問(wèn)題，通過(guò)

48、后現(xiàn)代定位調(diào)查旅游與服務(wù)營(yíng)銷,但顯然它涵蓋了廣泛的消費(fèi)體驗(yàn)。此外在一個(gè)日益細(xì)分的全球市場(chǎng)上，它潛移默化地修訂營(yíng)銷的實(shí)踐者思路。更好的理解后現(xiàn)代主義之下的宏觀力量和微觀行為，可以促進(jìn)經(jīng)營(yíng)者在充滿活力，不可預(yù)測(cè),不穩(wěn)定和充滿競(jìng)爭(zhēng)的競(jìng)爭(zhēng)旅游與服務(wù)環(huán)境中獲得競(jìng)爭(zhēng)優(yōu)勢(shì), </p><p>　　傳統(tǒng)營(yíng)銷提供了一套在早年旅游與服務(wù)的公司可以用的寶貴的策略、實(shí)施工具和方法。正如斯米特所說(shuō)的(1999年，p55)“傳統(tǒng)營(yíng)銷是隨著工

49、業(yè)時(shí)代發(fā)展起來(lái)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(shí)代條件下,對(duì)于新的消費(fèi)者,我們需要從特點(diǎn)—利益所主張的傳統(tǒng)的方法中轉(zhuǎn)移出來(lái)，如主張通過(guò)傳統(tǒng)方法對(duì)待消費(fèi)者的經(jīng)驗(yàn)。利用這些新消費(fèi)者所提供的機(jī)會(huì)，我們需要考慮新概念和方法。這樣的一個(gè)方法是,一種體驗(yàn)營(yíng)銷，一種與理性的特征—利益的消費(fèi)者觀點(diǎn)相對(duì)立，把消費(fèi)者當(dāng)做感性人給他們帶來(lái)更多的后現(xiàn)代取向和觀點(diǎn)，達(dá)到讓人享受的體驗(yàn)。</p><p>　　在世界

50、范圍內(nèi)，體驗(yàn)營(yíng)銷正成為一種不斷增長(zhǎng)的趨勢(shì),通過(guò)狂熱者對(duì)各種全球經(jīng)濟(jì)的各領(lǐng)域的報(bào)道,從消費(fèi)產(chǎn)品,如福特汽車(chē)公司(Kerwin,2004)到衛(wèi)生保健機(jī)構(gòu)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(shuō)的,“體驗(yàn)營(yíng)銷無(wú)處不在”問(wèn)題是,是什么導(dǎo)致了營(yíng)銷領(lǐng)域的變革,對(duì)于旅游與服務(wù)的消費(fèi)者意味著什么?</p><p>　　體驗(yàn)營(yíng)銷是被派恩和吉爾摩（1998）作為他們?cè)隗w驗(yàn)經(jīng)濟(jì)研究的一部分而首次引入

51、的，后來(lái)被一個(gè)作者在隨后的文章和書(shū)中提煉出來(lái)。派恩和吉爾摩（199，P2）是這樣解釋他們對(duì)于體驗(yàn)營(yíng)銷的看法的：“當(dāng)一個(gè)人購(gòu)買(mǎi)一種服務(wù)時(shí)，在他的利益上，他獲得的是一系列無(wú)形的行動(dòng)，但是當(dāng)他購(gòu)買(mǎi)一種體驗(yàn)時(shí)，他是付錢(qián)去享受公司為其個(gè)人提供的一系列有實(shí)際感受的事件。體驗(yàn)營(yíng)銷是將產(chǎn)品的本質(zhì)提取出來(lái)，然后放大到一系列有形的，交互式的，人可以實(shí)際感受的體驗(yàn)中從而加深產(chǎn)品所帶來(lái)的體驗(yàn)，而不是以普通的方式看到的產(chǎn)品那樣，通過(guò)廣告媒介例如廣告，印刷的或者電

52、子的信息，消費(fèi)者是作為其中一部分去感受它的。Gautier（2004，P8）主張：“體驗(yàn)營(yíng)銷完全是以一種全新的方式去考慮營(yíng)銷的，如果你認(rèn)為它是簡(jiǎn)單的邊緣調(diào)整，請(qǐng)重新思考。”體驗(yàn)營(yíng)銷不是一次性事件，贊助，采樣和一般領(lǐng)域的營(yíng)銷。體驗(yàn)營(yíng)銷強(qiáng)調(diào)營(yíng)銷的主動(dòng)性帶給消費(fèi)者的深度的，有形的體驗(yàn)從而提供給他們充足的信息使他們做出購(gòu)買(mǎi)的決定。它被普遍的認(rèn)為是營(yíng)銷科學(xué)的一種進(jìn)步，體驗(yàn)營(yíng)銷將會(huì)是未來(lái)最重要的營(yíng)銷方式。</p><p>　

53、　體驗(yàn)營(yíng)銷是一種從服務(wù)經(jīng)濟(jì)到個(gè)人參與的體驗(yàn)經(jīng)濟(jì)的進(jìn)化的一種響應(yīng)。在經(jīng)濟(jì)方面，感官體驗(yàn)區(qū)別于服務(wù)，服務(wù)區(qū)別于產(chǎn)品。派恩和吉爾摩解釋說(shuō)，隨著經(jīng)濟(jì)價(jià)值的發(fā)展，體驗(yàn)已經(jīng)發(fā)展到下一代。盡管我們接受這樣的觀點(diǎn)，就是現(xiàn)代的經(jīng)濟(jì)狀況正在從服務(wù)營(yíng)銷向體驗(yàn)營(yíng)銷的轉(zhuǎn)變，所有的旅游和服務(wù)業(yè)所提供的就像是劇院一樣，是給體驗(yàn)提供一個(gè)平臺(tái)。Petkus概述體驗(yàn)經(jīng)濟(jì)為：</p><p>　　現(xiàn)代的經(jīng)濟(jì)已經(jīng)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(wù)，現(xiàn)在正在從服務(wù)向體驗(yàn)發(fā)展。</p><p>　　服務(wù)已經(jīng)被日漸商品化，消費(fèi)者對(duì)競(jìng)爭(zhēng)優(yōu)勢(shì)認(rèn)知減少，如滿意度。</p><p>　　體驗(yàn)營(yíng)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(dòng)都圍繞體驗(yàn)營(yíng)銷能夠提供的東西進(jìn)行。</p><p>　　體驗(yàn)營(yíng)銷巨大的發(fā)展已經(jīng)被媒體中出現(xiàn)的眾多的成功案例影響所表現(xiàn)出來(lái)了，如克爾溫（2004年，P94）所說(shuō)的：“一個(gè)

55、設(shè)計(jì)良好的美好體驗(yàn)在于雖然它不能使每個(gè)看電視廣告的人都滿意，可是它能吸引那些很有可能會(huì)買(mǎi)的人。這一論據(jù)似乎得到了印證，例如，斯坦福研究院一項(xiàng)調(diào)查發(fā)現(xiàn)，和傳統(tǒng)的方式相比，體驗(yàn)營(yíng)銷能夠更快的產(chǎn)生結(jié)果，它能夠使顧客做出快速，明確的購(gòu)買(mǎi)決定，在一些特定的群體中，年輕人和女性，決定的產(chǎn)生會(huì)更加迅速。這項(xiàng)調(diào)查還說(shuō)明，體驗(yàn)營(yíng)銷能夠使消費(fèi)者更容易接受與其相關(guān)的其他形式的廣告，在整合營(yíng)銷傳播的一個(gè)重要因素。IMI international 也發(fā)現(xiàn)了類似

56、的結(jié)果。他們的調(diào)查顯示，超過(guò)55%的消費(fèi)者感覺(jué)影響他們消費(fèi)傾向的最大的單一因素是在購(gòu)買(mǎi)前能夠體驗(yàn)和接觸一下商品。在英國(guó)，ID Live Brand Experience機(jī)構(gòu)調(diào)查發(fā)現(xiàn)高達(dá)85%的消費(fèi)者很重視體驗(yàn)商品的機(jī)會(huì)，調(diào)動(dòng)所有的感覺(jué)去體驗(yàn)商品帶來(lái)的東西。通過(guò)上面的調(diào)查，58%的人確定的表示體驗(yàn)營(yíng)銷能夠促使他們?nèi)ベ?gòu)買(mǎi)那些事先沒(méi)有計(jì)劃買(mǎi)的東西。這個(gè)重要的發(fā)現(xiàn)同樣使銷售經(jīng)理得到很多，超過(guò)70%的銷售負(fù)責(zé)人近期表示，體驗(yàn)營(yíng)銷是現(xiàn)在的“大課題”

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

58、個(gè)數(shù)字有可能繼續(xù)在下降(·戈蒂埃,2004)。無(wú)論在傳統(tǒng)媒體的投資增長(zhǎng)多少，那些世界一流品質(zhì)的產(chǎn)品和品牌的市場(chǎng)份額遭受了下降。人們也普遍認(rèn)為,原有的模型的廣告花費(fèi)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(wù)銷售:奇幻,感覺(jué)和有趣”,碩士論文,《國(guó)立現(xiàn)代酒店管理》,第18期,六個(gè)孤立性蝶竇炎的pp.482 – 495<