世界遗产地的可持续旅游市场营销-外文翻译

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1、--外文翻译原文Title:SustainabletourismmarketingataWorldHeritagesiteMaterialSource:JournalofstrategicmarketingAuthor:DavidCarsonThetourismindustryisamajorcontributortothegrossnationalproductofmanynations(ReigeandPerry,2000)andisoneofthefastestgrowingindustriesinthewo

2、rld.Todaythemarketingoftouristdestinationsandtourismserviceproductsisawidelyrecognisedphenomenon.However,thegrowthintourismhascreatednewchallengestotourismsitesintermsofincreasedvisitornumbersandtheirpotentialdetrimentalimpactontheenvironment.Thisisbecomingevi

3、dentinpopulartouristsitesandofteninuniqueandfragileenvironmentssuchasWorldHeritagesites.ThefocusofthisstudywasontheGiant’sCausewayWHsite,themosticonicandmostvisitedsiteinNorthernIrelandrepresentingalmostaquarterofalltripstotheregion(NorthernIrelandTouristBoard

4、,2004).Thecurrentgrowthintouristnumberstothesitehasledtotherecognitionthatconsiderationneedstobegiventoasustainabletourismmarketingstrategyifthesiteistobemaintainedforfuturegenerations.Theobjectivesofthestudyweretogainanunderstandingofthenatureofinteractionsbe

5、tweentheorganisationsinvolvedinmanagingthesite,andtoidentifythedimensionsofasustainabletourismservice-productofferinginaWHsitecontext.SUSTAINABLETOURISMMARKETINGFollowingthepopularisationoftheconceptofsustainabledevelopment,sustainabletourismasaconceptdevelope

6、dduringthelate1980sandearly1990s(BramwellandLane,1993;Hunter,995).Thisconceptevolvedinlinewithgrowingrecognitionofthepotentialfortourismtohaveanegativeimpactontheenvironmentandsocialfabricofdestinations.However,thereissomeconcernthatwidelyadoptedinterpretation

7、sofsustainabletourismareoverlyfocusedonaneedtoconservetheresourcesonwhichthetourismindustrydepends(DewhurstandThomas，2003).Forexample,someviewnaturalsitesasconservationistsandargueforde-marketingand‘stayaway’messagestobegiventotourists(Quan,2000).The6--importa

8、nceoftryingtoachieveasocial,economicandenvironmentallybalancedapproach(accordingtotheBrundtland(1987)principles,WCED)tomanagingandmarketingtouristsiteswastheperspectivetakeninthiss