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1、外文资料：TheroleofethicsintourismmarketingMarionWheelerTheroleoftourismmarketingrevolvesaroundthecreationofawarenessofthenatureofatouristresourceandcreationofthedestinationsimage.Theroleofmarketingintheprocessoftourismdevelopmenthashistoricallybeenthepromotionofdestinationsinorder
2、toattractanevengreaternumberoftourists(Ryan,1991b).Theperceptionandimageofazonebecomespartoftheperceptualprocessofthetouristwhichleadstotheformationofsetsofexpectationandwhichinturnhelpshapebehaviorwhileattheresort.Thisperceptionofthedestination′simageandtouristexperience,thei
3、ntangibleaspect,iscreatedthroughtheuseofbrochures.Thus,thebrochurebecomesthetangiblewaytoselltheexperience.Brochurelocationsarealwayshappy,sunny,clean,non-crowdedandpopulatedbybeautifulpeopleandhappynatives.Dilley(1986)hasanalysedtheimageryportrayedintouristbrochuresanddemonst
4、ratedthatthecontentismostlyscenery,hotels,beachesandswimmingareasandtoalesserdegreepeople,localsonlyposingashappy,welcoming,cleanandnon-threatening,neverhungry,homelessorresentful.Itspurposeistocreateawarenessofthetouristplaceinthemindofthepotentialtouristbutalsohasresponsibil
5、itytoensurethattheimageis8consistentwithrealityandintroducesnoproductviolations.Geshekter(1988)foundevidencetothecontrary.Quotingfromtravelbrochures,hefoundthatexactlythesamewordingwasusedtodescribetwototallydifferentAfricancountries,GambiaandKenya.Itislikely,however,thatsuchb
6、rochuresreinforcetheimagespeoplealreadyhaveofpotentialdestinationareas;theyshowsun,beaches,palmtreesinadestination,ratherthancreateimages.Thus,brochureshavetwofunctions.First,toreinforceimagesandexpectations(warmth,sun,safety,comfort)and,second,tomakeaparticulararea,orinthecas
7、eoftouroperators,tomaketheirfacilitieslook“better”,moreattractiveandmoreinterestingthanthoseoftheircompetitors.However,ifthetouristperceivesazoneaspossessingdegreesoffragilitypresentedbythebrochureandthereforerequiringresponsiblebehaviouronthepartofthetourist,whilethereisnotan
8、automaticlinkbetweenattitudeandbehavior.However,thiscreationo
