外文翻譯--英格蘭南部丘陵地方旅游品牌的可持續(xù)發(fā)展-文庫吧資料
2025-05-22 05:58本頁面
【正文】 sectors, linking local or regional branding to places is a mon marketing technique employed to promote local sustainable development. For example, in the southeast of England, local businesses can participate in Kentish Fare, a scheme designed to raise the pro?le of quality local foods, whilst offering a range of bene?ts including reduced food miles, local economic growth, and protection of the rural landscape (see In 2020, the UK Government’s Countryside Agency launched ‘Eat the 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： 本文作了一個關(guān)于利益相關(guān)者咨詢的報告，其調(diào)查了旅游行業(yè)發(fā)展當(dāng)?shù)芈糜纹放频哪芰Γ瑫r結(jié)合開發(fā)位于英格蘭東南部的南部丘陵保護(hù)區(qū)的方案。 ? mercial in?uences (internal/external)。 Ooi, 2020). Although destination image is a widely researched topic, less is known about the application of brand personality to tourism (Hosany et al., 2020) and the most appropriate management techniques needed to facilitate a multistakeholder tourism branding initiative. To maximise the chance of a branding exercise making a positive contribution to the sustainable development of a destination, an understanding of the motivations and awareness of SMEs with respect to sustainability are crucial. This issue raises important questions, for instance: What priorities drive their business decisions? What is the awareness concerning the impacts of tourism? How do businesses understand the concept of sustainable tourism? Who owns the tourism brand being developed? How is the brand identity developed? What geographic area could the brand cover? What type of sustainability is being promulgated? How do grassroots interests mesh with topdown governance? How should monitoring and evaluation take place? A clear understanding is therefore needed of the priorities of small tourism businesses and how those priorities might intersect with the more general sustainable development agenda. The idea of trying to use a local tourism brand approach to enhance the sustainability of a destination also raises important conceptual issues concerning ideology and marketing. Branding and marketing strategies can be powerful tools in which the social construction of place can be manipulated so that the concept of sustainability is recognised as adding petitive advantage. Pritchard and Morgan (2020) believe that in order to provide 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
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