旅游及服務(wù)營銷幻想，感覺和樂趣的研究【外文翻譯】

1、畢業(yè)論文（設(shè)計(jì)）外文翻譯題目：體驗(yàn)營銷在鄉(xiāng)村旅游中的應(yīng)用以周家莊為例一、外文原文標(biāo)題：Tourismhospitalitymarketing:fantasyfeelingfun出處：AlistairWilliams.Tourismhospitalitymarketing:fantasyfeelingfun[J].internationalJournalofContemparyHospitalityManagement.2006.18（6

2、）pp.482495原文：IntroductionExperientialmarketinghasbecomeacnerstoneofmanyrecentadvancesinareassuchasretailingbringeventsmarketinghowevermarketinginthetourismhospitalitysectsdoesnotappeartohaveexplicitlyengagedthetheeticali

3、ssuesinvolved.ThisraisesthequestionwhatifanythingdoesexperientialmarketinghavetooffermarketersinthedisciplinesoftourismhospitalityInthispaperIwillseektointroducetheexperientialmarketingdebatedemonstratehowthequestionsrai

4、sedbytheconceptarecrucialtoanunderstingofmarketingtheyresearchwithinthetourismhospitalitysects.Marketingpromotionisclearlyessentialfsuccessfultourismhospitalitydevelopmenthoweveritisoftenoverlookedsimplisticinnature(Hann

5、am2004).IndeedMganetal.(2002)arguethatconventionaltourismmarketingtendstofocusonconfirmingtheintentionsoftouristsratherthanpersuadingthemtoconsumedifferently.Inadditionthemarketingoftourismhospitalityproductshasbecomeinc

6、reasinglycomplexbeingassociatednotonlywithconveyinganimageofaplacebutwithattemptingtosellanexperienceofaplacethroughrelatingittothelifestyleconstructsofconsumers.Fmanyyearswehavediscussedtheacteristicsoftourismhospitalit

7、yproductswhichsuggestthatmarketingwithinthesectsisdifferenttomanyotherindustriesaspurchasedecisionsaremadeonthebasisofprojectedperceivedimagesratherthanpriexperience.Howeverdespitetheamountofliteraturebeingwrittenonthese

8、perceiveddifferencesmostmarketinginthesectreliesheavilyontraditionalmarketingconceptsitisoftendifficulttodiscriminatetourismhospitalityapproachestomarketingfromthoseadvocatedfotherconsumerproducts.Tourismhospitalityhasbe

9、comeamajeconomicactivityasexpectationswithregardtotheuseofourleisuretimehaveevolvedattributinggreatermeaningtoourfreetime.Theevolutionoftouristbehaviourencouragesbothchangetheemergenceofnewmeaning(Bouchetetal.2004).agree

10、thattherearewthwhileinsightstobegainedfromthedebateonthepostmodernconditionitsconsequencesftourismhospitalityconsumptionmarketing.IdonotintendtodiscussatlengththeuseofpostmoderndiscourseintourismhospitalitymarketingasIha

11、veexerciseditinpreviouswk(Williams20002002).Thetermpostmodernismreferstoabreakinthinkingawayfromthemodernfunctionalrationalduringthelastcoupleofdecadesithasspreadacrossalldomainsofknowledgeincludingmarketing.Thekeyconcep

12、tsofpostmodernmarketingarefragmentationindeterminacydistrustofuniversaldiscoursebutbyeschewingmodernismitintroducesaradicallynewdifferentculturalmovementwhichcoalescesinareconceptualisationofhowweexperienceexplainourwld.

13、Intermsofexperientialmarketingtwoaspectsofthepostmoderndiscoursearemostrelevanthyperealityimage.Hyperealityisoneofthemostdiscussedconditionsofpostmodernismreferstotheargumentthatrealityhascollapsedhasbecomeimageillusions

14、imulationsimulacra(copiesfwhichnoiginalexists).Hyperrealityreferstoablurringofdistinctionbetweentherealtheunrealinwhichtheprefix“hyper”signifiesmerealthanreal.Whentherealisnolongeragivenbutisreproducedbyasimulatedenviron

15、mentitdoesnotbecomeunrealbutrealerthanrealtotheextentitbecomeswhatBaudrillard(1993p.23)referstoas“ahallucinatyresemblanceofitself”.Inpostmodernismwiththeadventofhyperrealitysimulationscometoconstituterealityitself.Thissc

16、enarioisexemplifiedthroughoutthetourismhospitalityindustry.BaudrillardhimselfusedtheexampleofDisneylarguingitismerealthantheUSAitself.ApointreinfcedbyVenturi(1995p.67)whosuggested“Disneylisnearertowhatpeoplewantthanwhata

17、rchitectshaveevergiventhem.DisneylisthesymbolicAmericanutopia”.Inpostmodernsocietypeoplehavebecomefinatedbysignsasaresulttheyexistinastatewheresignsimageshavebecomemeimptantthanwhattheystf.Theresultisthattoday’sconsumers

18、consumeimagerydonotfocusonwhattheimagesrepresentmean.AsMillerReal(1998p.30)argue“weliveinawldwheretheimagesignifierofaneventhasreplaceddirectexperienceknowledgeofitsreferentsignified”.Whileitisacceptedthatthereareproblem

19、swithinvestigatingtourismhospitalitymarketingthroughapostmodernientationitclearlyencompassesabroadrangeofconsumerexperiences.Inadditionithasthepotentialtoreframeourthinkingaboutmarketingpracticeinanincreasinglyfragmented