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-在線(xiàn)瀏覽
2024-07-24 05:58本頁(yè)面
【正文】 m 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 sustainable tourism is essential to the future of both the tourism industry and the protected areas (Dewhurst amp。 Thomas, 2020。 Eagles et al., 2020。 International Union for Conservation of Nature, 1994). Contemporary tourism is characterised by numerous collaborative initiatives between different stakeholders that include a diverse range of grassroots and institutional actors (Vernon et al., 2020). The importance of collaboration and partnerships for achieving sustainable development was articulated in the 1987 Brundtland Report and subsequently became enshrined in Local Agenda 21. Increasing awareness of tourism’s environmental impacts and recognition of the responsibility of tourism businesses for those impacts have been in?uential factors in growing stakeholder participation in tourism development (Bramwell amp。 the natural and cultural heritage have together produced a distinctive rural landscape of chalk grassland, white cliffs, rolling hills and lowland valleys. Since 2020, the UK Government has been in the process of increasing the protection of the Downs for future generations, through a national park designation process that is due for pletion by 2020. The South Downs will then be the nearest national park to London and potentially see increasing visitor numbers to an area that already receives 39 million day visits a year (Countryside Agency, 2020). National park status should ensure the development of a tourism strategy for the area, which will help address many of the challenges relating to visitor management, as well as opening up various opportunities. One such opportunity would be to use the strong brand and identity of the park as the basis for a tourism branding scheme(ADAS, 2020). The purpose of this paper is to examine the attitudes of the South Downs’ tourism industry to such a proposal and to re?ect on the need for participation amongst diverse stakeholders. Speci?cally, this research provides an opportunity to broaden the understanding of the relationship between the tourism industry, local branding initiatives and sustainability. The research also has a practical oute, as key ?ndings could feed into the development and implementation of a practical sustainable tourism scheme for the South Downs. Tourism Branding, Sustainability and Small/Medium Businesses The UK ‘ethical market’ for goods and services is now worth over an estimated 163。Francis, 2020。 Krippendorf, 2020。 Horner, 1999。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 apparent that small and medium enterprises (SMEs) – such as those in the South Downs– are less aware of these opportunities (Carlsen et al., 2020。 Goodwin a
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