【正文】 a more critical framework for understanding tourism, the analysis of tourism representations should include a discussion of the relationship between marketing and ideology. This suggestion can be applied to local tourism branding. There is no monly accepted de?nition of sustainable development. It is well known that different actors (government, industry, conservation groups, environmental groups) will use the concept in different ways to further their own agendas. In the development of a local brand, stakeholders buy into a mon ideology that includes the standards to be adhered to. In this study we begin to explore this tangled web of ideas by considering how the priorities of tourism businesses are in?ueced by the sustainability agenda and whether ‘ideologically’ a destination branding strategy incorporating core sustainability ideas would be weled or rejected. Within the tourism industry, an understanding of SMEs is an i mportant ponent in delivering a more sustainable future. SMEs are fundamentally different from their larger counterparts, and represent a heterogeneous group where access to resources, motivations of owners, and links to local works all in?uence how a business is run. Yet relatively little is known about the factors that in?uence the operation of SMEs. In a review of the literature, Dewhurst and Thomas (2020) suggest that many small tourism ?rms do not see the importance of implementing more environmentally sound practices. Furthermore, such businesses are qualitatively different from large ?rms, which might help to explain why Forsyth (1995), in a study of the UK outgoing tourism industry, found that many panies did recognise the mercial bene?t of sustainable tourism practice although the responsibility for sustainable development was deferred to the host government. Dewhurst and Thomas (2020: 386) summarise a range of factors that might have potential in?uences on SMEs. These include: ? personal values and beliefs。越來越多的人意識到旅游業(yè)對環(huán)境的沖擊和重視旅游行業(yè)的責(zé)任，那些日利益相關(guān)者參與旅游開發(fā)已經(jīng)成為一種環(huán)境的影響因數(shù) (Bramwell amp。諸如公平貿(mào)易而言，組織和倫理已成為主流，它似乎是不可避免的改變消費者的口味，同時也影響旅游業(yè)(Goodwinamp。在英國 ,對旅游可持續(xù)發(fā)展的挑戰(zhàn)的反應(yīng)就是保護(hù)區(qū)已經(jīng)開發(fā)旅游品牌方案，當(dāng)作中小企業(yè)的一個實際解決方法從而滿足越來越多的需要高質(zhì)量和更負(fù)責(zé)的體驗的旅客 (鄉(xiāng)村機構(gòu) , 1999, 2020。 Lane, 1999。 在旅游行業(yè)中，中小企業(yè)的理解是未來可持續(xù)發(fā)展的重要組成部分。例如，向更具可持續(xù)實踐需要的設(shè)施和基礎(chǔ)設(shè)施（通常由公共部門提供）前進(jìn)，它們的到位可以提供必要的支持。在英國其他行業(yè)領(lǐng)域，將地方或區(qū)域品牌一體化是一種常見的營銷技巧，可以用來促進(jìn)當(dāng)?shù)氐目沙掷m(xù)發(fā)展。它們包括： ?個人的價值觀和信仰 。為了最大限度地利用品牌運動化對一個目標(biāo)的可持續(xù)發(fā)展作出的積極貢獻(xiàn)，對中小型企業(yè)的動機和可持續(xù)發(fā)展方面的意識的理解也是是至關(guān)重要的。 Doorne,2020。 Tearfund, 2020。南方丘陵的自然遺產(chǎn)具有世界上重要的稀有的物種和棲息地。本文記錄了小型旅游企業(yè)的觀念，他們擔(dān)心自己缺乏對旅游影響的認(rèn)知，缺乏旅游可持續(xù)發(fā)展的觀點和區(qū)域性品牌的意識，還有就是一個地方旅游品牌的未來組織計劃所需的關(guān)鍵條件。 Sharman, 1999。Swarbrooke amp。 Eagles et al., 2020。 Hobson amp。 Sharman, 1999。 國際大自然保護(hù)聯(lián)盟 1994)。具體來說，本研究提供了一 個旅游開發(fā)商之間相互理解的機會，即地方品牌推廣和可持續(xù)性發(fā)展的認(rèn)識。 Essex,2020。如在歐洲范圍內(nèi)的綠色旅游商業(yè)計都未能充分解決三個可持續(xù)發(fā)展方面，主要集中在環(huán)境上 (Font, 2020。眾所周知，不同的角色（政府，產(chǎn)業(yè)，環(huán)保團(tuán)體，環(huán)保團(tuán)體）都以不同方式的概念促進(jìn)他們自己的議程。他們的研究指出 ,中小型企業(yè)的激勵因素的范圍存在非均衡性，商業(yè)和非商業(yè)都可能會影響商業(yè)決策。是一個關(guān)于認(rèn)識產(chǎn)品加工和本地市場交易能大大促進(jìn)經(jīng)濟(jì)并且使土地管理制度可持續(xù)發(fā)展的活動 (參考 當(dāng)?shù)夭少彽闹匾砸苍趪鴥?nèi)和國際旅游業(yè)項目中被認(rèn)可，例如北德文郡的塔卡項目（英國），綠色地球計劃，歐洲可持續(xù)旅游計劃，國際酒 店環(huán)境倡議及餐飲業(yè)國際管理協(xié)會。 ?理解和必要行動的認(rèn)知 。品牌推廣與營銷策略就是強有力的工具執(zhí)行整個社會建設(shè)的操作，因此可持續(xù)發(fā)展的觀念被認(rèn)為是增強競爭優(yōu)勢。 Stevens, 2020。 文化部門 , 媒體和體育 , 1988， 2020。 南方丘陵到那時將會成為距離倫敦最近的國家公園，并且可能看到來觀光的游客人數(shù)不斷增加，一年中已經(jīng)接待了三千九萬的一日游游客(鄉(xiāng)村機構(gòu)， 2020)。 Thomas, 2020。 World Wildlife Fund, 2020). Thus, this traditional topdown approach is generally considered to be inef?cient with previous initiatives in the UK, such as the Green Audit Kit scheme, failing to maximize industry take up. Some schemes, such as the Europewide Green Tourism Business Scheme, are failing to address fully the three aspects of sustainable development, focusing mainly on the environment (Font, 2020。Wheater, 1999). Yet, while the mercial advantages of meeting the needs of this growing market have bee increasingly recognised by larger tourism businesses, it has bee apparen