外文翻译--中国游客新的旅游目的-品牌

本科毕业论文外文翻译
外文题目：Brands as Destinations –The New Tourism Objective for Chinese Tourists
出处：Trends and Issues in Global Tourism 2009，Part 6, 165-181
作者：Monika Echtermeyer
原文：Brands as Destinations –The New Tourism Objective for Chinese Tourists
The Prerequisites and Benefits of a Strong (Hotel) Brand
The same rules apply to both brands in the hotel business and brands of other consumer goods industries：“A brand is a name, term, sign, symbol, or design, or a combination of these elements that is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”.
Or put differently; brands are crash barriers in the confusing supermarket of messages that assist and guide customers, fulfills their emotional wishes and unburden them. In our complicated world, our culture of abundance, customers are looking for preferably easy solutions to problems.
For example; an easy solution for Chinese guests checking into a hotel after a long journey would be to offer them a “pillow menu”, allowing each guest to choose their preferred pillow (thick, medium, thin) to suit their individual sleeping needs. This easy and economical solution to the problem goes beyond the core proposition (bed/standard pillow) and adds value for the visitor.
For suppliers, a brand is a promise made to the customer, which at the same time equates an obligation to adhere to the promise of the brand (in line with the core benefits and additional benefits). Suppliers can generally benefit greatly from brand management as the following figure indicates.
Creating a brand is not difficult. The challenge is to make it strong and well-known,
so that it works in practice and actually gets recognized. There are numerous brands in the hotel business，but only a few have managed to establish themselves worldwide.
Prerequisites, Challenges and Benefits of a Strong Destination Brand
The same principles do not apply to brands of destinations as to those of the hotel industry or other consumer-goods industries. Ritchie and Crouch(2003)defined destination brands as follows: “A destination brand is a name, symbol, logo, work mark or other graphic that both identifies and differentiates the destination; furthermore it conveys the promise of a memorable travel experience that is uniquely associated with the destination; it also serves to consolidate and reinforce the recollection of pleasurable m emories of the destination experience”. Positioning tourist destinations in terms of emotional dimensions is better in the majority of cases than concentrating on the objective core benefits, as the ranges of products and services offered by different regions nowadays are often very similar. The specific emotional benefit must be expressed by its positioning, thereby differentiating a destination from its competition. Knowledge of the region’s core competences is thereby crucial, for example: The Austrian national tourist office, Österreich Werbung (ÖW), introduced a paradigm shift a few years ago and changed the product-orientated marketing strategy to one creating a sense of identity. ÖW was the first European NTO to promote values rather than themes. Austria positioned itself as the “world’s most charming holiday destination”. They implemented these values through “story telling,” using two “charming penguins” called Joe and Sally. However, using two penguins as mascots for Austria was not as successful as expected. Particularly since there is not a single wild penguin in Austria, and tourists certainly do not associate Austria with penguins.
Once a supplier has established a brand and is better-known than its competitors, it is vital to maintain this advantage and expand on it. In this process, new products should not be developed from the company’s perspective but should rather be consumer-orientated, following the motto: “It is not the fisherman that should savor
the bait, but the fish”.
Brands are most important in the extreme ends of the market; that is to say, in the low budget sector and in the luxury sector, although they have differing functions in each. In the low budget sector, a brand offers safety and the customer avoids any nasty surprises. Low budget brands are usually highly standardized. In the luxury sector, however, brands are seen as status symbols and therefore cannot be uniform. Although the brand guarantees certain basic standards, guests expect different hotels of a chain to be individually designed, and that a Ritz Carlton in Los Angeles looks different to a Ritz Carlton in Shanghai.
:The brand name and the brand image should be unmistakable and suit the target group. The brand name and image in turn determine the product and the value of the brand.
Cultural and Economic Reasons for Chinese Tourists’ Brand Consumption
Brands are an area of conflict between globalised economic values and no globalised diverse cultural aspects. As a result, brand awareness has varying characteristics, dependent on culture.
Experts talk about the existence of a clear East West divide : Eastern Europe has been affected by the extended absence of western branded goods. This is why well-established and distinguished (western) brands, which embody personal status, enjoy great significance. This also applies to hotel brands and will remain the case for some time.
However, it is impossible to speak generally and sweepingly of ‘Chinese brand preferences’. China is a vast land with 1.3 billion people, who se local culture, industrial structure and consumer buying habits vary considerably from one province to the next. European tourism managers in marketing should therefore not speak about ‘Chinese tourists’ in general, but should develop an understanding of the varying interests and desires of tourists from the particular provinces. The source markets Beijing, Shanghai and Guangzhou are the three cities with the most accurate characteristics of the Chinese outbound market. More information on this can be found in a study by the World Tourism Organization 2003, titled ‘Marketing on
Chinese outbound tourism’.
In conclusion, one could say that the development of a brand image is highly important in future competition, whether it be in the Chinese, Indian or Russian markets, or any other for that matter. It is of particular relevance for the first-time customers. Every country has particular products, symbols or characteristics that define the brand image of the country and as such act as export produce in the tourism industry. Successful tourism offers are always simple solutions in our society of abundance. They recognize the slightest conscious and unconscious desires of the consumer; they gear themselves according to intangibles, i.e. untouchable things such as brand value, needs and wants of the customer, and integrate them into attractive products. The key to becoming a successful brand-company or destination should be identifying the future market potential, and continually converting this into innovative intangibles.
译文：
中国游客新的旅游目的-品牌
先决条件和强大品牌（酒店）的优点
同样的规则适用于无论是在酒店业的品牌和其他消费品行业的著名品牌。

“一个品牌是一个名称，术语，标志，符号或设计的元素的组合，目的是确定一位卖方或销售组的货物和服务，并区别于竞争对手”。

或将有所不同; 品牌是协助和指导客户在超市的混乱消息的防撞栏，履行自己的意愿和表达他们。

在我们复杂的世界和丰富的文化中，客户正在寻找最容易情况来解决问题。

例如，一个简单的解决方案，中国客人在漫长的旅途后，一住进酒店后，将会为他们提供一个“枕头菜单”每个客人选择他们喜欢的枕头（粗，中，薄），以适应各自睡觉的需要。

这种简便，经济的解决问题的办法超越了核心命题（床/标准型），并增加了对游客的价值。

对于供应商，品牌是向客户承诺的保证，这相当于在同一时间有义务坚持品牌品质的承诺（符合核心利益和附加利益）。

供应商通常可以极大地得益于品牌管理，如下图表明。

创建一个品牌并不困难。

目前的挑战是让品牌强大起来并闻名于世，以至于在实践发挥作用并实际得到确认。

在旅游生意中有许多的品牌，但只有少数的酒店打算建立自己享誉世界的品牌。

一旦供应商建立了一个品牌，而且优于它的竞争对手，保持这种优势是至关重要的，并且需要不断扩大它。

在这个过程中，新产品开发不应该从公司的角度，而应是从消费者为导向，遵循下面的格言：“这不是应该由渔夫品尝诱饵，但鱼可以。

”
品牌在极端的两端市场是最重要的，这就是说，在低预算部门和在奢侈品行业，虽然他们在每一个品牌中有不同的功能。

在低预算部门，一个品牌提供安全和客户避免任何讨厌的意外。

低预算的品牌通常是高度标准化。

在奢侈品行业，然而，品牌被视为身份的象征，因此是不能统一的。

虽然品牌保障某些基本标准，客人期望不同的连锁酒店，是单独设计，比如像在洛杉矶的丽思卡尔顿和在上海丽思卡尔顿看上去不同。

品牌名称和品牌形象应该是明白无误的，和适合目标群体的。

品牌名称和形象，决定产品和品牌的价值。

旅游品牌的先决条件，强大的挑战和机遇
同样的原则并不适用于目的地的品牌，也同样不适用酒店的行业或其他消费品行业。

里奇和克劳奇（2003）定义的目的地品牌如下：
一个目的地品牌是一个名称，标志，标识，商标或其他工作，这两个图形识别和区分的目的地。

此外，它传达了一个难忘的旅游体验的承诺，是唯一与目标相关的，它也有助于巩固和加强在目的地的经验的愉快回忆。

在旅游目的地的情感方面定位，大多数情况下比精力集中在核心利益的目标，因为不同地区的产品和提供服务的范围现在往往非常相似。

具体的情感利益必须通过定位，从它的竞争目标区分。

该地区的核心竞争力知识是至关重要的，例如：奥地利国家旅游局，奥地利国家旅游局几年前推出了转移典范，，改变了产品为导向的营销策略为创造认同感。

奥地利是欧洲第一个要提倡价值而不是主题。

奥地利自身定位为“世界上最迷人的度假胜地。

他们通过“讲故事”用两个“迷人”叫乔和莎莉的企鹅，宣传这些价值观。

然而，作为奥地利的两个吉祥物的企鹅并不如预期的那样成功。

特别是因为奥地利没有单一的野生企鹅，游客肯定不能将奥地利和企鹅相关联起来。

中国旅游品牌消费的经济和文化原因
品牌是介于全球化经济价值和非全球化不同文化方面的矛盾结合体。

因此，品牌的知名度已经扩展为依赖于文化的一种特性。

专家谈及东西方一个明显存在的分界线：东欧一直受到西欧品牌延伸扩张的影响。

这就是为什么西方品牌成为广为接受并有别于其他品牌的原因。

它充分体现了个人的地位，意义重大。

这同样适用于酒店品牌，并将持续下去。

但是，这不能笼统归纳为中国人品牌喜好。

中国是一个拥有13亿人口的广阔疆土，他们的本土文化，产业结构和消费者购买习惯，每个省份都有所不同。

因此，欧洲旅游市场部经理一般不应笼统按中国游客来发展市场，而应该根据每个特殊省份游客的广泛兴趣和愿望来发展市场。

北京、上海和广州是可以最准确体现中国出境旅游市场特点的三个客源市场城市。

更多此方面的信息可查询由世界旅游组织2003年的研究编著‘中国处境旅游市场’。

作为结论，人们可能会说，品牌形象的发展在未来的竞争当中是很重要的，无论是在中国、印度和俄罗斯市场，或任何其他事件当中。

这是特别的与对一次的顾客来说是相关性的，每个国家都有特定的产品、符号或特征，作为诸如此类的出口和生产的旅游产业的形象来定义品牌的形象。

在我们的丰富的社会中，成功的旅游总是会提供的简单的解决方案。

他们承认有意识和无意识的欲望的最轻微的消费者，他们根据自己无法企及的无形的东西来装备自己，如品牌价值，客户的需要和要求，并将它们整合到新颖独特的产品。

成为一家成功的品牌公司的关键，应识别目的地未来的市场潜力,并不断创新的无形资产的转换活动。