英格兰南部丘陵地方旅游品牌的可持续发展外文翻译.docx
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英格兰南部丘陵地方旅游品牌的可持续发展外文翻译.docx
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英格兰南部丘陵地方旅游品牌的可持续发展外文翻译
标题:
SustainabilityandLocalTourismBrandinginEngland’sSouthDowns
原文:
Thispaperreportsonastakeholderconsultationexercisethatexaminedthetourismindustry’sperceptionofdevelopingalocaltourismbrandingschemewithintheSouthDowns’protectedareasinsouth-eastEngland.Theresearchshowsthatsuchschemescouldofferpotentialbenefitsthatarerecognisablebythetourismindustry,whilehelpingtomeetthestatutoryaimsoftheprotectedarea.Thepaperrecordstheperceptionsofsmalltourismbusinesses,theirfears,awarenessoftourismimpacts,perceptionsofsustainabletourismandoflocalbranding,andkeycriteriaconnectedtothefutureorganisationofalocaltourismbrandingscheme.Theconclusionliststherecommendationsfortheimplementationofalocalbrandingscheme,includinggrassrootsstakeholderconsultationthatencouragesownershipandparticipation,institutionalframeworksthatsupportcapacity-buildingandtheimportanceofdevelopingcorevalueswithinalocalbrand.
doi:
10.2167/jost652.0
Keywords:
tourismbranding,protectedareas,sustainability,stakeholdercon-
sultation,small/mediumenterprises,SouthDowns
Introduction
Itiswidelyrecognisedthatthedevelopmentofsustainabletourismisessentialtothefutureofboththetourismindustryandtheprotectedareas(Dewhurst&Thomas,2003;Ceballos-Lascurain,1996;Eaglesetal.,2002;EuroparcFederation,2001;InternationalUnionforConservationofNature,1994).Contemporarytourismischaracterisedbynumerouscollaborativeinitiativesbetweendifferentstakeholdersthatincludeadiverserangeofgrassrootsandinstitutionalactors(Vernonetal.,2005).Theimportanceofcollaborationandpartnershipsforachievingsustainabledevelopmentwasarticulatedinthe1987BrundtlandReportandsubsequentlybecameenshrinedinLocalAgenda21.Increasingawarenessoftourism’senvironmentalimpactsandrecognitionoftheresponsibilityoftourismbusinessesforthoseimpactshavebeeninfluentialfactorsingrowingstakeholderparticipationintourismdevelopment(Bramwell&Lane,1999).Nevertheless,ifcollaborationbetweendiversestakeholdersistodeliveramoresustainabletourismagenda,thereneedstobegreaterunderstandingoftheopportunitiesandbarriersthatsuchanapproachmayentail.Empiricalresearchneedstoexplorethefactorsthatinfluencesmalltourismbusinessesinengagingwiththesustainabilityagenda.Oneapproachtoachievingsustainabletourismwithinprotectedareasistheuseoflocaltourismbrandingthatincorporatescoresustainabilitystandards.
LocatedinthesoutheastofEngland,theSouthDownscomprisesoftwoprotectedareasdesignatedasAreasofOutstandingNaturalBeauty(AONBs):
theEastHampshireAONBandtheSussexDownsAONB(seeFigure1).ThenaturalheritageoftheSouthDownsisofinternationalimportanceincludingrarehabitatsandspecies.Theareaalsoboastsarichculturalheritage;thenaturalandculturalheritagehavetogetherproducedadistinctiverurallandscapeofchalkgrassland,whitecliffs,rollinghillsandlowlandvalleys.Since2000,theUKGovernmenthasbeenintheprocessofincreasingtheprotectionoftheDownsforfuturegenerations,throughanationalparkdesignationprocessthatisdueforcompletionby2007.TheSouthDownswillthenbethenearestnationalparktoLondonandpotentiallyseeincreasingvisitornumberstoanareathatalreadyreceives39milliondayvisitsayear(CountrysideAgency,2004).Nationalparkstatusshouldensurethedevelopmentofatourismstrategyforthearea,whichwillhelpaddressmanyofthechallengesrelatingtovisitormanagement,aswellasopeningupvariousopportunities.Onesuchopportunitywouldbetousethestrongbrandandidentityoftheparkasthebasisforatourismbrandingscheme(ADAS,2001).
ThepurposeofthispaperistoexaminetheattitudesoftheSouthDowns’tourismindustrytosuchaproposalandtoreflectontheneedforparticipationamongstdiversestakeholders.Specifically,thisresearchprovidesanopportunitytobroadentheunderstandingoftherelationshipbetweenthetourismindustry,localbrandinginitiativesandsustainability.Theresearchalsohasapracticaloutcome,askeyfindingscouldfeedintothedevelopmentandimplementationofapracticalsustainabletourismschemefortheSouthDowns.
TourismBranding,SustainabilityandSmall/MediumBusinesses
TheUK‘ethicalmarket’forgoodsandservicesisnowworthoveranestimated£20billion(EthicalAgency,2004),agrowingtrendthatisreflectedworldwide.Astermssuchasfairtrade,organicandethicalhavebecomemainstream,itseemsinevitablethatchangingconsumertastesshouldalsoaffectthetourismindustry(Goodwin&Francis,2003;Honey,2002;Krippendorf,2001;Swarbrooke&Horner,1999;Tearfund,2002;Wheater,1999).Yet,whilethecommercialadvantagesofmeetingtheneedsofthisgrowingmarkethavebecomeincreasinglyrecognisedbylargertourismbusinesses,ithasbecomeapparentthatsmallandmediumenterprises(SMEs)–suchasthoseintheSouthDowns–arelessawareoftheseopportunities(Carlsenetal.,2001;DepartmentforCulture,MediaandSport,1998,2000;Goodwin&Francis,2003;Hobson&Essex,2001;NationalConsumerCouncil,1997;Vernonetal.,2003).IntheUK,onewayofrespondingtothechallengeofsustainabletourisminprotectedareashasbeenthedevelopmentoftourismbrandingschemesasapracticalsolutiontoengageSMEswhilemeetingtheneedsofagrowingnumberoftouristswhorequireabetterqualityandmore‘responsible’tourismexperience(CountrysideAgency,1999,2001;DepartmentforCulture,MediaandSport,2000;EnglishTourismCouncil,2001a;EnglishTouristBoard,1998).
Brandingschemesformpartofalargefamilyofenvironmentalschemesthatareinoperationworldwide,andcaninvolvecertification,accreditation,ecolabellingandbenchmarking(Font,2002).However,suchschemeshavereceivedcriticismforbeingpublic-sector-ledinitiativeswithlittleornoprivatesectorinvolvementintheirdevelopmentandimplementation.Further,theyoftencauseconfusionforconsumersandindustryalike,particularlywithregardtothemeaningandsignificanceofthebrandingaccreditation(Ateljevic&Doorne,2000;Bramwell&Sharman,1999;Stevens,2002;Vernonetal.,2005;WorldWildlifeFund,2000).Thus,thistraditionaltop-downapproachisgenerallyconsideredtobeinefficientwithpreviousinitiativesintheUK,suchastheGreenAuditKitscheme,failingtomaximizeindustrytakeup.Someschemes,suchastheEurope-wideGreenTourismBusinessScheme,arefailingtoaddressfullythethreeaspectsofsustainabledevelopment,focusingmainlyontheenvironment(Font,2002;Vernonetal.,2005).Policymakersarenowconsideringmoreinclusiveformsofgovernancebasedonabottom-upapproachthatfostersinvolvementwitharangeofdifferentstakeholders(Bramwell&Lane,1999;Bramwell&Sharman,1999;Vernonetal.,2005).
Withregardtobrandingdestinations,studieshavetendedtoconcentrateontheformulationandpresentationofbrandimagesandmessageswhileneglectingmanysocialandculturalissuesembeddedinthebrandingexercise(Dredge&Jenkins,2003;Ooi,2004).Althoughdestinationimageisawidelyresearchedtopic,lessisknownabouttheapplicationofbrandpersonalitytotourism(Hosanyetal.,2006)andthemostappropriatemanagementtechniquesneededtofacilitateamulti-stakeholdertourismbrandinginitiative.Tomaximisethechanceofabrandingexercisemakingapositivecontributiontothesustainabledevelopmentofadestination,anunderstandingofthemotivationsandawarenessofSMEswithrespecttosustainabilityarecrucial.Thisissueraisesimportantquestions,forinstance:
Whatprioritiesdrivetheirbusinessdecisions?
Whatistheawarenessconcerningtheimpactsoftourism?
Howdobusinessesunderstandtheconceptofsustainabletourism?
Whoownsthetourismbrandbeingdeveloped?
Howisthebrandidentitydeveloped?
Whatgeographicareacouldthebrandcover?
Whattypeofsustainabilityisbeingpromulgated?
Howdograssrootsinterestsmeshwithtop-downgovernance?
Howshouldmonitoringandevaluationtakeplace?
Aclearunderstandingisthereforeneededoftheprioritiesofsmalltourismbusinessesandhowthoseprioritiesmightintersectwiththemoregeneralsustainabledevelopmentagenda.
Theideaoftryingtousealocaltourismbrandapproachtoenhancethesustainabilityofadestinationalsoraisesimportantconceptualissuesconcerningideologyandmarketing.Brandingandmarketingstrategiescanbepowerfultoolsinwhichthesocialconstructionofplacecanbemanipulatedsothattheconceptofsustainabilityisrecognisedasaddingcompetitiveadvantage.PritchardandMorgan(2001)believethatinordertoprovideamorecriticalframeworkforunderstandingtourism,theanalysisoftourismrepresentationsshouldincludeadiscussionoftherelationshipbetweenmarketingandideology.Thissuggestioncanbeappliedtolocaltourismbranding.Thereisnocommonlyaccepteddefinitionofsustainabledevelopment.Itiswellknownthatdifferentactors(government,industry,conservationgroups,environmentalgroups)willusetheconceptindifferentwaystofurthertheirownagendas.Inthedevelopmentofalocalbrand,stakeholdersbuyintoacommonideologythatincludesthestandardstobeadheredto.Inthisstudywebegintoexplorethistangledwebofideasbyconsideringhowtheprioritiesoftourismbusinessesareinfluecedbythesustainabilityagendaandwhether‘ideologically’adestinationbrandingstrategyincorporatingcoresustainabilityideaswouldbewelcomedorrejected.
Withinthetourismindustry,anunderstandingofSMEsisanimportan
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- 英格兰 南部 丘陵 地方 旅游 品牌 可持续发展 外文 翻译