【正文】 he View’, a campaign that recognises that the products processed and marketed locally can signi?cantly contribute to economically viable sustainable land management systems (see The importance of local purchasing is also identi?ed in national and international tourism programmes such the North Devon Tarka Project (UK), the Green Globe scheme, Europarcs Sustainable Tourism Programme, the International Hotels Environment Initiative and the Hotel and Catering International Management Association. Although there is much activity involving local branding, there is considerably less research that examines the factors that might in?uence the creation of a successful local tourism branding exercise. 出處： Melanie Woodland, . Acott. Sustainability and Local Tourism Branding in England’ s South Downs[J]. Journal of Sustainabl Tourism Vol. 15, No. 6, 2020 pp. 715– 734 標(biāo)題： 英格蘭南部丘陵地方旅游品牌的可持續(xù)發(fā)展 譯文： 本文作了一個(gè)關(guān)于利益相關(guān)者咨詢的報(bào)告，其調(diào)查了旅游行業(yè)發(fā)展當(dāng)?shù)芈糜纹放频哪芰?，同時(shí)結(jié)合開(kāi)發(fā)位于英格蘭東南部的南部丘陵保護(hù)區(qū)的方案。 Europarc Federation, 2020。 一個(gè)辦法來(lái)實(shí)現(xiàn)保護(hù)區(qū)內(nèi)的旅游業(yè)的可持續(xù)發(fā)展是利用當(dāng)?shù)氐穆糜纹放疲⑦_(dá)到核心可持續(xù)發(fā)展的標(biāo)準(zhǔn)。 本文的目的是研究南方丘陵的旅游行業(yè)的看法，提出建議并反映不同利益相關(guān)參與者的需求。Swarbrooke amp。 Hobson amp。然而，這些計(jì)劃已經(jīng)收到了批評(píng)，因?yàn)橹挥泄膊块T(mén)而幾乎沒(méi)有私營(yíng)機(jī)構(gòu)參與發(fā)展和實(shí)施。因此，這種傳統(tǒng)的自上而下的方法的英國(guó)先前計(jì)劃中通常被認(rèn)為是低效的，如綠色審計(jì)計(jì)劃，未能最大限度地發(fā)揮產(chǎn)業(yè)效用。 Jenkins, 2020。現(xiàn)在還沒(méi)有普遍接受可持續(xù)發(fā)展的定義。此外，這些企業(yè)與大型企業(yè)的性質(zhì)不同，它有助于解釋為什么 Forsyth (1995)在一項(xiàng)英國(guó)境外旅游行業(yè)的研究中發(fā)現(xiàn)很多公司已經(jīng)認(rèn)識(shí)到旅游業(yè)可持續(xù)發(fā)展的商業(yè)利益，雖然為可持續(xù)發(fā)展所負(fù)的責(zé)任需要聽(tīng)從所在地政府。這些是‘不服氣的小學(xué)員’，‘反對(duì)綠色實(shí)用主義者’和‘忠誠(chéng)的角色’。這是一個(gè)技術(shù)，它能增加地方旅游產(chǎn)品的銷售量并且根據(jù)當(dāng)?shù)氐钠放?，或者局部的?jì)劃，并強(qiáng)調(diào)這些產(chǎn)品和服務(wù)的特殊價(jià)值。雖然有很多活動(dòng)涉及到地方品牌推廣，但是相當(dāng)少的研究會(huì)去探討可能影響一個(gè)成功的地方旅游品牌發(fā)展的因素。因此 ,可以料想 ,基層措施的成功或失敗將會(huì)很大程度上受到自上而下的特定區(qū)域的政策影響（例如，高效的公共交通，回收服務(wù)和為環(huán)保理念提供稅務(wù)優(yōu)惠）。 ?知覺(jué)的環(huán)境需要 ?行動(dòng) /別人的態(tài)度 。然而，對(duì)相關(guān)因數(shù)知之甚少影響了中小企業(yè)的運(yùn)作。 Pritchard 和 Morgan (2020) 認(rèn)為，為了提供一個(gè)了解旅游業(yè)的重要框架，旅游業(yè)現(xiàn)狀分析應(yīng)包括對(duì)市場(chǎng)營(yíng)銷和意識(shí)形態(tài)之間的關(guān)系的討論。 Sharman, 1999。 Vernon 等人 , 2020。 英國(guó)旅游協(xié)會(huì)， 2020a。 Goodwin amp。 Honey, 2020。 國(guó)家公園的地位應(yīng)確保該地區(qū)旅游業(yè)策略的發(fā)展，這將有助于解決有關(guān)游客管理的許多棘手問(wèn)題，除此之外，還需開(kāi)發(fā)旅游戰(zhàn)略發(fā)展的各種機(jī)會(huì)。然而，如果不同的利益相關(guān)者之間的協(xié)同合作提供了更多的旅游業(yè)可持續(xù)發(fā)展的議程，這就需要對(duì)機(jī)會(huì)和阻礙的高度理解并且付諸行動(dòng)。 CeballosLascurain, 1996。 ? mercial in?uences (internal/external)。 Vernon et al., 2020). Policymakers are now considering more inclusive forms of governance based on a bottomup approach that fosters involvement with a range of different stakeholders (Bramwell amp。 English Tourism Council, 2020a。 Department for Culture, Media and Sport, 1998, 2020。20 billion (Ethical Agency, 2020), a growing trend that is re?ected worldwide. As terms such as fair trade, organic and ethical have bee mainstream, it seems inevitable that changing consumer tastes should also affect the tourism industry (Goodwinamp。中文 3600 字 標(biāo)題： Sustainability and Local Tourism Branding in England’s South Downs 原文： This paper reports on a stakeholder consultation exercise that examined the tourism industry’s perception of developing a local tourism branding scheme within the South Downs’ protected areas in southeast England. The research shows that such schemes could offer potential benefits that are recognisable by the tourism industry, while helping to meet the statutory aims of the protected area. The paper records the perceptions of small tourism businesses, their fears, awareness of tourism impacts, perceptions of sustainable tourism and of local branding, and key criteria connected to the future organisation of a local tourism branding scheme. The conclusion lists the remendations for the implementation of a local branding scheme, including grassroots stakeholder consultation that encourages ownership and participation, institutional frameworks that support capacitybuilding and the importance of developing core values within a local brand. doi: Keywords: tourism branding, protected areas, sustainability, stakeholder con sultation, small/medium enterprises, South Downs Introduction It is widely recognised that the development of sustainabl