旅游产品开发体验旅游外文文献翻译2014年译文3900字

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毕业论文外文翻译--旅游及服务营销：幻想,感觉和乐趣的研究论文翻译-中英文对照翻译

中文3920字一、外文原文标题：Tourism and hospitality marketing: fantasy, feeling and fun出处：Alistair Williams. Tourism and hospitality marketing: fantasy, feeling and fun [J].international Journal of Contemporary Hospitality Management. 2006.18（6）,pp.482-495 原文：IntroductionExperiential marketing has become a cornerstone of many recent advances in areas such as retailing, branding and events marketing, however, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are crucial to an understanding of marketing theory and research within the tourism and hospitality sectors.Marketing and promotion is clearly essential for successful tourism and hospitality development, however, it isoften overlooked or simplistic in nature (Hannam, 2004). Indeed, Morgan et al. (2002) argue that conventional tourism marketing tends to focus on confirming the intentions of tourists, rather than persuading them to consume differently. In addition the marketing of tourism and hospitality products has become increasingly complex, being associated not only with conveying an image of a place, but with attempting to sell an experience of a place through relating it to the lifestyle constructs of consumers. For many years we have discussed the characteristics of tourism and hospitality products, which suggest that marketing within the sectors is different to many other industries, as purchase decisions are made on the basis of projected and perceived images, rather than prior experience. However, despite the amount of literature being written on these perceived differences, most marketing in the sector relies heavily on traditional marketing concepts, and it is often difficult to discriminate tourism and hospitality approaches to marketing from those advocated for other consumer products.Tourism and hospitality has become a major economic activity as expectations with regard to the use of our leisure time have evolved, attributing greater meaning to our free time.The evolution of tourist behaviour encourages both change and the emergence of new meaning (Bouchet et al., 2004). This results in marketing having potentially a greater prominence in tourism and hospitality, than inother industries. Potential that is not always fully achieved (Morgan and Pritchard, 2002). The key reason for this failing is that in the main marketing for tourism and hospitality has been focused not on the consumer, but on the destination or outlet, with marketing strategies being related to the products offered (Williams, 2000, 2002). As marketing within this sector has evolved however, the offer has become increasingly less important due to the enormous heterogeneity of consumer motivation and behaviour. The result is that firms and destinations within this sector need to redefine their strategies to reflect these changes.Studying the behaviour of consumers has become increasingly complex, and it is fair to argue that tourism and hospitality by its very nature, should be in the vanguard of research into contemporary consumers (Williams, 2002). Tourism and hospitality offers a multitude of venues in which people can consume. Bars, restaurants, hotels, theme parks, casinos and cruise ships all operate as “Cathedrals of consumption” (Ritzer, 1999) offering increasingly complexconsumption opportunities to increasingly complex consumers. Tourism and hospitality has developed into one of the most important global economic activities, due in part to a combination of a transformation of offers and increasingly postmodern demand. These changes mean that tourism and hospitality consumption has evolved to become more qualitative, more demanding, and more varied (Bouchet et al., 2004).Anecdotal evidence delivered through media coverage, would suggest that contemporaryconsumers are self-indulgent, pleasure seeking individuals, easily dominated by marketers and advertisers, who act like sheep in the ways they mimic referent others. However, the reality is obviously much more complex than such a scenario suggests. Contemporary consumers are as likely to be driven by thrift as to they are to be hedonistic, they use consumption to make statements about themselves, they use consumption to create their identities and they develop a sense of belonging through consumption. For many people it is through consumption that relationships are formed, for example, colleagues enjoying a drink after work or children hosting their birthday parties at McDonalds, enabling them to definetheir circle of friends. Consumption also plays a part in finding fulfilment, developing creativityand expressing their individual abilities. Clearly such a complex phenomena cannot be easily understood. 1111Recent arguments have been sounded that aspects of contemporary tourism and hospitality consumption have reflected the phenomena of postmodernism. Whilst many believe postmodernism to be a meaningless intellectual fad, inaccessible to many involved in marketing within our sector, others agree that there are worthwhile insights to be gained from the debate on the post-modern condition andits consequences for tourism and hospitality consumption and marketing. I do not intend to discuss at length the use of post-modern discourse in tourism and hospitality marketing as I have exercised it in previous work (Williams, 2000, 2002). The term postmodernism refers to a break in thinking away from the modern, functional and rational, and during the last couple of decades it has spread across all domains of knowledge, including marketing. The key concepts of post-modern marketing are fragmentation, indeterminacy and distrust of universal discourse, but by eschewing modernism it introduces a radically new and different cultural movement which coalesces in a reconceptualisation ofhow we experience and explain our world. In terms of experiential marketing two aspects of thepost-modern discourse are most relevant, hype reality and image.Hypereality is one of the most discussed conditions of postmodernism, and refers to the argumentthat reality has collapsed and has become image, illusion, simulation and simulacra (copies for which no original exists). Hyper reality refers to a blurring of distinction between the real and the unreal in which the prefix “hyper” signifies more real than real. When the real is no longer a given but is reproduced by a simulated environment, it does not become unreal, but realer than real, to the extent it becomes what Baudrillard (1993, p. 23)refers to as “a hallucinatory resemblance of itself”. In postmodernism, with the advent of hyper reality, simulations come to constitute reality itself. This scenario is exemplified throughout the tourism and hospitality industry. Baudrillard himself used the example of Disneyland, arguing it is more real than the USA itself. A point reinforced by Venturi (1995, p. 67) who suggested “Disneyland is nearer to what people want than what architects have ever given them. Disneyland is the symbolic American utopia”. Inpostmodern society people have become fascinated by signs and as a result, they exist in a state where signs and images have become more important than what they stand for. The result is that today’s consumers consume imagery and do not focus on what the images represent or mean. As Miller and Real (1998, p. 30) argue “we live in a world where the image or signifier of an event has replaced direct experience and knowledge of its referent or signified”.While it is accepted that there are problems with investigating tourism and hospitality marketingthrough a postmodern orientation, it clearly encompasses a broad range of consumer experiences. In addition it has the potential to reframe our thinking about marketing practice in an increasingly fragmented global marketplace. A better understanding of the underlying macro forces and micro behaviour, associated with postmodernism, can be leveraged by marketers to obtain competitive advantages in the increasingly dynamic, unpredictable, unstable and competitive tourism and hospitalityenvironment.Traditional marketing provided a valuable set of strategies, implementation tools andmethodologies that tourism and hospitality firms could use in an earlier age. As Schmitt (1999, p. 55) argued “traditional marketing was developed in response to the industrial age, not the information, branding and communications revolution we are facing today”. In a new age, with new consumers we need to shift away from a features-and-benefits approach, as advocated by traditional approaches to consumer experiences. We need to consider new concepts and approaches which capitalise on the opportunities offered by these new consumers. One such approach is experiential marketing; an approach which in contrast to the rational features-and-benefits view of consumers, takes a more postmodern orientation and views them as emotional beings, concerned with achieving pleasurable experiences.Experiential marketing is a growing trend worldwide, with enthusiasts reported in all sectors of theglobal economy, from consumer products such as Ford Motor Company (Kerwin, 2004) to health care providers such as the North Hawaii Community Hospital (Hill, 2003). As Schmitt (1999, p. 53) states “experiential marketing is everywhere”. The question is what has caused this evolution in the world of marketing, and what are the implications for consumers of tourism and hospitality?Experiential marketing was first introduced by Pine and Gilmore (1998) as part of their work on theexperience economy, and further refined in many subsequent articles and books by the same authors. Pine and Gilmore (1999, p. 2) explained their view of experiential marketing in the following manner “when a person buys a service, he purchases a set of intangible activities carried out on his behalf. But when he buys an experience, he pays to spend time enjoying a series of memorable events that a company stages to engage him in a personal way”. Experiential marketing is about taking the essence of a product and amplifying it into a set of tangible, physical, interactive experiences which reinforce the offer. Rather than seeing the offer in a traditional manner, through advertising media such as commercials, print or electronic messaging, consumers “feel” it by being part of it. As Gautier (2004, p.8) argues “experiential marketing is a totally new way of thinking abou t marketing, if you think it’s about simply tweaking around the edges, think again”. Experiential marketing is not about one-off events, sponsorship, sampling or general field marketing. Experiential marketing describes marketing initiatives that give consumers in-depth, tangibleexperiences in order to provide them with sufficient information to make a purchase decision. It is widely argued that as the science of marketing evolves, experiential marketing will become the dominant marketing tool of the future (McNickel, 2004).Experiential marketing has evolved as a response to a perceived transition from a service economyto one personified by the experiences we participate in. In such a perception experiences are as economically different from services as services are from goods. Pine and Gilmore (2004) explain that experiences have emerged as the next step, in what they refer to as the progression of economic value. If we accept such a position; that modern economies are seen as making a transition from the marketing of services to the marketing of experiences, all tourism and hospitality offers are acts of “theatre” that stage these experiences. The experience economy has been summarised by Petkus (2002) as follows: . contemporary economies have evolved from the delivery of commodities to the delivery of goods,from goods to services and are presently evolving from services to experiences; . as services became increasinglycommodified, customer perceptions of competitive advantage diminish, as does satisfaction;.the delivery of experiential market offerings involves engaging customers in memorable way; and. all actions of the organisation contribute to the performance of the experientialmarket offering.A move from mass media to experiential marketingThe huge growth in the field of experiential marketing appears to be the result of the effect of thenumerous success stories cited in the media. As Kerwin (2004, p. 94) states “the beauty of a well designed experience is that while it doesn’t reach nearly as many people as a TV spot, it can attract the very customers who are most likely to buy”. The evidence seems to support this contention, for example, research undertaken by SRI, an international market research organisation, found that experiential marketing drove faster results than traditional methods, with consumers suggesting it led to quick positive purchase decisions. Amongst certain groups, younger consumers and females, the results were even more encouraging (Allen, 2005). The same research also demonstrated that experiential marketing made consumers morereceptive to other forms of associated advertising, an important factor in an era of integrated marketing communication. Similar results were found by IMI International. Their research suggested that more than 55 per cent of consumers felt that the biggest single influence on propensity to consume was the ability to sample or interact with a product before purchase. In the UK, research undertaken by ID Live Brand Experience stated that as many as 85 per cent of consumers valued the opportunity to experience; touch, smell, taste or hear, products. Of those surveyed, 58 per centconfirmed that experiential marketing had encouraged them to make a purchase they were not previously planning to make. The importance of this development is not lost on marketing executives with more than 70 per cent of them recently stating that experiential marketing is the current “big theme” (Gautier, 2004). Pine and Gilmore (1999) the originators of much of the current thinking behind experiential marketing cite US Bureau of Labour statistics showing that consumer price indices, employment growth and growth in GDP have all increased at a faster rate for experiential offerings, than for commodities, goods or services. To summarise, the reason behind the continuing growthin demand for experiential marketing, is that it appears to work for both firms and customers.二、翻译文章标题：旅游及服务营销：幻想，感觉和乐趣的研究出处：阿利斯泰尔威廉姆斯.旅游及服务营销：幻想，感觉和乐趣的研究[J].正文：摘要体验营销近来成为零售，品牌，项目市场发展的基石。

遗产地旅游产品开发外文文献翻译2014年译文3150字

外文出处：Romita T, Perri A. The Development Mode of Heritage Site Tourism Product[J].An International Multidisciplinary Journal of Tourism, 2014,6(2): 277-292. （声明：本译文归百度文库所有，完整译文请到百度文库。

）原文The Development Mode of Heritage Site Tourism ProductRomita T, Perri AAbstractAt present, the cultural heritage tourism is gradually popular, loved by people. However, the product development of heritage site tourism is worth our thinking. On the world heritage site tourism product development requirements, the world heritage site should have the characteristics of tourism products, the world heritage sites suitable for the development of tourism products, tourism product development mode from the aspects such as thinking, conducive to the protection of world heritage. Keywords: world heritage; Tourism products; Characteristic; Type; Development mode1 Development requirements of heritage site tourism productThe heritage site tourism product development, both to meet the needs of tourists, and to meet the world heritage protection goal request, and the latter is more important. Because of world heritage resources are not common tourist resources, the world heritage has unique value and are protected by international law, aim of development of world heritage is to let people know the world heritage by tourism, to realize the importance of world heritage value, so as to achieve the purpose of better protection of world heritage sites, rather than the destruction of the world heritage. Therefore, when we are on the world heritage tourism products development, not only just meet the needs of tourists and developers, some tourist products cannot be developed within the scope of world heritage site, resolute can't development. For example, in the world natural heritage site, the special geological features are protected, will not be able to develop the tourism projects, such as rock climbing, bungee jumping. Although these projects are very popular with tourists, although afterdevelopment also can bring short-term big profits to developers.2 The characteristics of heritage site tourism productIs according to the particularity of world heritage resources, it has the value of a world class, irrefragable and uniqueness in a certain range, the integrity of world heritage and integral sex, cosmopolitan, supervision jointly by all mankind, to protect its authenticity and integrity requirements, has its unique evaluation standard and testing inspection system such as particularity, summarized the world heritage site tourism product is different from the general characteristics of tourism products. World heritage site of tourism products in addition to general tourism products have a comprehensive, shall not transfer, production and consumption of indivisible, cannot be stored, vulnerability, and other characteristics, but also has the features of high protective and boutique.High protective the biggest characteristics is a world heritage site tourism products. Authenticity and integrity of world heritage protection is one of the world heritage convention states parties to the highest requirements for protection of world heritage. Therefore, the development of the world heritage site should not only on the world heritage tourism products have protective, and demanding, to protect the authenticity and integrity of world heritage site.Boutique sex refers to the development of world heritage site tourism products should be high quality, high grade of products; The development of the world heritage site tourism products need to be able to fully display the value of world heritage world class; The development of the world heritage site tourism products should be original, to make the world heritage sites of natural and cultural resources, environment, keep its original genuine and integrity.3 Types of the development of heritage site tourism productsBased on the protection of world heritage authenticity and integrity, the development of the world heritage site types, properties and characteristics of tourism product must conform to the requirements of a world heritage site. In the world heritage site can develop tourism product types are: tourism, cultural tourism, folk tourism and folk customs tourism, religious tourism travel, scientific expedition travel,study and geological tourism, photography, tourism, ecological tourism, etc. Tourism is one of the most common tourism products, is the human in order to satisfy their curiosity and the primary tourism products. He is because of its primary sex, and hence the most popular a kind of tourism products. In the world heritage site can carry out natural tourism and scenic spots and historical sites. Natural tourism has good function of environmental education, at the same time can also provide tourists enjoyed the beauty of nature, life will cultivate a personal sentiment, exercise benefits. Places of historic interest in swimming can increase knowledge, enjoy art creation, and enhance the effectiveness of patriotic.Folk tourism is a folk thing like as the main content of cultural tourism activities, is a high level of cultural tourism. It USES the destination way of daily life and folk culture to attract foreign tourists, is a lively, emphasize the participation of emerging tourism products, has a unique aesthetic features. World heritage sites in China are often inhabited by ethnic minorities, the national each have a unique ethnic customs, such as: valley, the three parallel rivers region area. Thus, can carry out folk customs tourism in these areas.Religious tourism and religious belief and religious cultural experience about two kinds of activities. On the one hand, to carry out the religious tourism, can meet the needs of believers pilgrimages, prayer, pilgrimage; o carry out the religious tourism, on the other hand, for non-believers, can enjoy religious architectural culture, sculpture and stone carving art, the activities of the special atmosphere. World heritage sites. Study of tourism and education in the form of a variety of forms, it includes scientific research, collecting folk customs, etc. This kind of tourism products to the participants have education significance. Scientific survey and geological tourism driven by curiosity and desire to scientific exploration, many tourists on the field survey, natural observation and science adventure has a great enthusiasm. Tourism is a kind of scientific research of tourism geological investigation form more mature products. In the rich world heritage site can carry out geological investigation of geological remains tourism.Travel photography is refers to the tourists to the unique natural landscape,ethnic customs keen to travel to places and shot his way of travel, can this kind of tourism activities in the unique natural scenery, rich cultural tourism resources of world heritage site.Ecological tourism is a kind of protective, professional and high-quality goods and so on the characteristic of tourism products. Protection is the biggest characteristic of ecological tourism products, ecotourism product development design to follow the rules of natural ecology and human and the nature harmonious unification principle. Professional refers to the activities of ecotourism products should have professional projects and management. High-quality goods refers to the ecological tourism products should be high quality, high grade products. First performance in developed original of tourism products, in addition, in terms of quality should be the real high grade product. Thus, in the world heritage sites to develop ecological tourism products, conducive to the protection of world heritage. However, because of the holiday leisure tourism tourists stay time long and higher demand for tourist facilities, climbing on the harmfulness of geological landscape does not fit in the tourism activities within the scope of world heritage site, but can in its surrounding areas, as long as there is condition, or can be, in order to enrich tourism product structure and pattern.4 Development mode of heritage site tourism product4.1 Development mode heritage site tourism productIn this paper, based on the world heritage background resources, the status of the world heritage site tourism resources around, and the particularity of the world heritage, the world heritage site tourism product development model is summarized as the following.4.4.1 Development model partitioningIs the result of biosphere reserve grading partition protection theory. Man and biosphere program (MAB) by the United Nations educational, scientific and cultural organization (UNESCO), launched in 1971, biosphere reserve is an important part of man and biosphere program, it is a protected land, coastal zone, or on behalf of the area of the Marine ecosystem. Biosphere reserve goal is to build harmony betweenman and nature, utilization and protection of the coordinated development pattern. Biosphere reserve is divided into three management zones: core, buffer and peripheral transition zone [5].The three zones are usually in many different ways to implement in order to adapt to the local geographical conditions and limitations. Biosphere reserve partition mode applies the world heritage, the development of world heritage site, according to the world heritage landscape value will be divided into several districts of concrete partition (different), define the scope, boundaries, and activities of each block types, in different areas for different tourism product development.4.1.2 "Dwell" type development mode of space and timeThis pattern is first used in the agricultural use of cultivated land, namely "rest", arable land in certain proportion each year to maintain soil fertility, guarantee the output of crops. This method can also be applied to the development of the world heritage, every year or every part of the tourist season opening scenic spots (points), and the other part of the scenic area (spot) closed, scenic area (spot) over the break, to reduce the pressure on its protection, better protection of heritage. This model is suitable for covering an area of small, scenic spots are relatively independent, and fragile ecological or cultural heritage sites.4.2 Classification of the world heritage and its suitable tourism products development modeThe world heritage by heritage resources in the scenic spot, the heritage resources (such as ethnic cultural resources and natural resources), the surrounding resource and location conditions are divided into the following kinds.Type 2 depends on the city's cultural heritageThe characteristics of this kind of world heritage: in big cities, traffic is convenient, the food, living, transportation, shopping, entertainment facilities such as use of existing facilities in the city. Cooperation to develop the tourism product development pattern: the scenic spots and community. Tourism product development train of thought: the scenic spot is given priority to with activities such as cultural tourism and cultural experience, in the community surrounding the world heritage development activities such as leisure, entertainment, tourism facilities, no need tobuild business and tourism facilities, tourism, shopping and so on, if you want to build infrastructure, should be layout outside the scenic area, and the structure of the size, color, style should be consistent with the heritage.4.2.2 Cultural heritage of the city typeThe characteristics of this kind of cultural heritage: it is a small city, inhabited by ethnic minorities, in the old town has a distinctive ethnic folk houses, folk customs tourism resources, etc. Cooperation to develop the tourism product development pattern: the scenic spots and community. Tourism product development train of thought: the product is given priority to with activities such as cultural tourism and cultural experience, can make use of the heritage scenic minority dwellings, internal transformation into tourism facilities, can preserve heritage of traditional commercial facilities, new tourism facilities and business facilities are should be layout in the scenic spot, and architectural style, size, color should be in the heritage of architectural style, the color is consistent.译文遗产地旅游产品开发研究罗米塔；佩里摘要目前，文化遗产旅游正逐渐流行起来，深受人们的喜爱。

旅游专业外文翻译2篇

Ⅲ.外文翻译外文翻译之一Destination brand positions of a competitive set ofnear-home destinations作者：Steven Pike国籍：Australia出处：Tourism Management, In Press, Corrected Proof, Available online 24 January 2009原文正文：Abstract:Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007) found at least nine potential research gaps warranting attention by researchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have been successful in enhancing brand equity in the manner intended in the brand identity. The purpose of this paper is to report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007. A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time. A key implication of the results was the finding that there was no change in brand positions for any of the five destinations over the four year period. This leads to the proposition that destination position change within a competitive set will only occur slowly over a long period of time. The tabulation of 74 destination branding case studies, research papers, conceptual papers and web content analysesprovides students and researchers with a useful resource on the current state of the field.Keywords: Destination branding; Consumer-based brand equity; Short breaks; Destination image; Destination positioning1. IntroductionEver since the brand literature commenced in the 1940s (see for example Guest, 1942), there has been consistent recognition that branding offers organisations a means for differentiation in markets crowded with similar offerings ([Aaker, 1991], [Gardner and Levy, 1955], [Keller, 2003] and [Kotler et al., 2007]). For destinations, effective differentiation is critical given the increasingly competitive nature of tourism markets, where many places offering similar features are becoming substitutable (Pike, 2005). For example, around 70% of international travellers visit only 10 countries, leaving the remainder of national tourism offices (NTOs) competing for 30% of total international arrivals (Morgan, Pritchard, & Pride, 2002). The pursuit of differentiation is explicit in brand definitions, which have most commonly been variations of that proposed by Aaker (1991, p. 7):A brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods from those of competitors.However, in the foreword to the first issue of Place Branding and Public Policy, editor Simon Anholt (2004, p. 4) suggested “almost nobody agrees on what, ex actly, branding means” in describing place branding practice as akin to the Wild West. There has been a lack of consistency in defining what constitutes destination branding, both within industry and within academia (see [Blainet al., 2005], [Park and Petrick, 2006] and [Tasci and Kozak, 2006]). The mostcomprehensive definition to date has been that proposed by Blain et al. (2005, p. 337), which followed Berthon, Hulbert, and Pitt's (1999) model of the functions of a brand from both the buyer and seller perspectives:Destination branding is the set of marketing activities that (1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination; that (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; that (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that (4) reduce consumer search costs and perceived risk. Collectively, these activities serve to create a destination image that positively influences consumer destination choice.Branding is therefore considered mutually beneficial from both the supply and demand perspectives. Enhancing the ability of the brand to differentiate effectively can generate advantages for products and services, such as increased purchase intent (Cobb-Walgren, Beal, & Donthu, 1995), lower costs (Keller, 1993), increased sales, price premiums, and customer loyalty ([Aaker, 1991] and [Aaker, 1996]). Advantages for destination marketing organisations (DMO) include increased potential to differentiate against places offering similar benefits, increased destination loyalty and increased yield for stakeholders such as local tourism businesses and travel intermediaries. Benefits for the traveller include ease of decision making through reduced search costs, reduced risk, and possibly enhanced brag value.The focus of most research reported to date has been concerned with the development of destination brand identities and the implementation of campaigns (see for example, [Crockett and Wood, 1999], [Hall, 1999], [May, 2001] and [Morgan et al., 2002]). One area requiring increased attention is that of tracking the performance of destination brand positions over time. That is,the extent to which destination brands' positioning and repositioning campaigns have been effective in enhancing brand equity consistent with that intended in the brand identity. This is an important gap in the tourism literature, given: i) increasing competition (see Morgan, Pritchard, & Piggot, 2002), ii) the increasing level of investment by destination marketing organisations (DMO) in branding since the 1990s, iii) the complex political nature of DMO brand decision making and increasing accountability to stakeholders (see Pike, 2005), and iv) the long-term nature of repositioning a destination's image in the marketplace (see Gartner & Hunt, 1987). In terms of metrics for DMOs in general, a number of researchers in various parts of the world have pointed to a lack of market research monitoring effectiveness of destination marketing objectives, such as in Australia (see [Carson et al., 2003] and [Prosser et al., 2000]), North America ([Masberg, 1999] and [Sheehan and Ritchie, 1997]), and Europe (Dolnicar & Schoesser, 2003).The aim of this study was to track the brand positions held by a competitive set of near-home destinations between 2003 and 2007. For this purpose the efficacy of a hierarchy of consumer-based brand equity (CBBE) was trialled. CBBE was first promoted by (Aaker, 1991) and (Aaker, 1996) and more recently by (Keller, 1993) and (Keller, 2003) to supplement traditional balance sheet brand equity measures. The rationale underpinning CBBE as a brand performance metric is that consumer perceptions of the brand underpin any financial estimate of future earnings estimated in the financial measure of brand equity. Since a financial balance sheet brand equity measure will be of little practical value to destination marketers, the concept of CBBE is worthy of consideration by DMOs. However, the potential of CBBE for destinations has only recently attracted the attention of academic researchers (see [Boo et al., in press] and [Konecknik and Gartner, 2007]).具有竞争力的靠近家乡的旅游目的地的目标品牌定位作者：史蒂文・派克国籍：澳大利亚出处：旅游管理，新闻，更正的证明，可在线2009年1月24日中文译文：摘要：虽然品牌学在20世纪40年代就已经兴起，第一个与目的地品牌相关的出版物却直到半个世纪后才出现。

温泉旅游的开发与管理外文文献翻译2014年译文3100字

外文出处：Eagles, SF McCool , The Exploitation and the Management of Hot Spring Tourist in Japan [J]. Journal of Vacation Marketing, 2014, 15(3): 243-257.（本译文归百度文库所有，完整译文请到百度文库。

）原文The Exploitation and the Management of Hot Spring Tourist in JapanEagles, SF McCoolAbstractTourist activity promotes the development of economy, which is an industrialized, diversified and global trend. Busy working people look forward to the casual life brought by traveling, thus the hot spring tourism has become one of the important ways for people to spend their holidays. The main reason for the popularity of hot spring tourism is its scarcity and uniqueness. So, the study and protection of hot spring tourism are undoubtedly of scientific importance.On the basis of literature review, this paper is intended to discuss the concept and cause of hot springs, the resource and classification of hot springs, the content and the scientific principle of it. With the application of location theory & experiencing marketing theory, this paper analyzed and summarized the unique culture, destination, marketing and the concept of environment protection of the hot spring tourism.When analyzing of the 221 hot springs in Japan as samples, This paper have summarized the geographic distribution and culture features of them. With the research of the 2013 Top 10 hot springs in Japan ，I have learned the unique culture features of Japan hot spring tourism: religion, catering and scenery culture. I have chosen the seven important hot springs in Japan and then studied their layout and planning, and summarize the four layout patterns of hot spring destinations in Japan. Though there are various ways of promoting and marketing of hot springs, this paper classify them into seven patterns. We should deeply think about the great attention paid to the tourism by the Japan government. In the year 1948, the Japan’s government issued the Hot Spring Act to revitalize the economy of Japan bydeveloping the hot spring tourism.Key words: Japan; Hot spring tourism; Culture; The destination; Distribution1 Japanese hot spring resources development and utilization of the era changeBefore the Meiji restoration, the ancient Japanese hot spring used for the purpose of rehabilitation, and accumulated a wealth of experience. Nine and 12 century peace noble diary really mentioned in the jade leaf, spa is one period of treatment, 7 days three course 21 days as the minimum standard. In the folk, wash the hot spring in the different season also have different call. Such as bath is called "cold soup", where the spring into the bath is called "spring soup to cure" etc. The ancient form of some famous hot spring is famous for its special curative effect more. In the 19th century, after the Meiji restoration, Japan actively absorb the advanced western science and technology, great changes have taken place in the whole social economy, cities are also growing rapidly. The urban middle class demand for hot spring, contributed to the development and utilization of hot spring resources. At the same time the introduction of western modern science and technology to promote the scientific research of hot springs, hot springs, the maintenance function and utilizing came to be known. When the foreigners of the future building villas in the hot springs, hot spring development and utilization of beginning and combination of summer, maintenance, close to the city to some hot springs into a summer resort and maintenance.By 1973, Japan's hot spring hotel SuBo guest reached 120 million. In many hot springs to recreational direction at the same time, in 1954, the ministry to promote health, prevent disease, improving national quality as the goal, began to put some good hot springs spa, maintenance and environmental conditions, designated as national maintenance of hot springs to enrich SuBo facilities, institute of health and medical institutions, add hot springs health pavilion, tree-lined paths, hot spring park, such as sports facilities, servicing the surrounding cultural environment and natural environment. Hot springs and facilities open to citizens, with relatively low price to attract a variety of guest floor. A policy that continues to this day, until 2005, has reached the designated national maintenance of hot springs.Since the 1990 s, Japan's economy into the low speed growth, the development and utilization of hot spring resources has also changed. Metropolitan region and surrounding urban internal to the development and utilization of hot spring resources, hot spring distribution more close to the consumer. The new development of hot springs health maintenance facilities, including high temperature, low temperature sauna, thin body bath, hairdressing bath, relaxing bath, shower of rocks and other hot spring bath, at the same time also provide simple diet and rest places, but there is no accommodation facilities. Hot spring bath cost is low, customers is widespread, has the characteristics of the local residents and visitors can simultaneously into the bath. This large hot springs health center to the formation and development, the main reason is: one is the spread of hot spring culture, hot spring use become people's day-to-day work need; The second is the coming of aging society, increased the demand for spa facilities with health function; it is the need of the revitalization of the regional economy, introduced in 1989, 100 million yen creation cause, the government to give each town village 100 million yen for regional revitalization, many local governments to the 100 million yen to the development of this kind of hot spring; Four is hot spring development technology progress, make difficult to development of hot spring development.2 Japanese business model of the development of hot spring resources2.1 The development and utilization of the hot springsAccording to the geographical position, development and utilization mode and the different period, Japan's hot spring type can be divided into the rehabilitation and maintenance, improve health, banquet entertainment and large hot springs health centres. Characteristics of hot spring spa type springs epicuticular specific disease have medical effect. This kind of hot spring distribution in the mountains, due to opposite traffic inconvenience, sparsely populated, the lower level of development and utilization and thus maintain the traditional characteristics of hot spring as a treatment for places. Using facilities is relatively simple, even kept since for cooking, for cooking and other traditional facilities.High quality hot springs, the fresh air and good environment, a healthy diet isnecessary for maintenance type hot springs. This kind of hot springs are mainly distributed in mountain valleys, rural natural environment such as the beautiful place. Hot springs health pavilion, built in addition to hot springs maintain the maintenance SuBo facilities, such as opening a walking path, exploration road show and regional nature, traditional culture of museums, art galleries and other facilities.Health promotional type hot springs are mainly distributed in the natural environment of the mountain, plateau, seaside, its characteristic is to mountain climbing, skiing, go bathing, etc. Various kinds of sports and hot springs.Hot spring to have a tennis court, golf, ice skating rink etc. Various kinds of sports facilities and museums, art galleries and other cultural upbringing facilities, are often all kinds of sports training base.This kind of hot spring for the purpose of improving health, wash hot springs after exercise can relieve fatigue, promote metabolism of body function and prevent aging, young visitors and family more.Banquet, recreational spa is accompanied by the emergence of large group guest and formed, in addition to its large hot springs hotel, the hotel and the geisha house, massage shops, entertainment such as prostitutes field. This kind of hot spring distribution in traffic convenient traffic line. Many in the tide of economic formation of the large YangShi hot spring hotel facilities, after the group guest to reduce operation difficult.2.2 Hot spring capital sourceHot spring development mainly foreign capital and domestic capital, owing to the different hot springs. The strength of the local capital of hot spring to sustainable and healthy development has important influence. Foreign capital mainly comes from the strength of large enterprise groups, the development of large scale and shorter time, pay attention to economic benefits, mainly depends on large tour groups, water (Minakami) belongs to the hot springs and so on.Located in gunma, root water, on the edge of sichuan hot spring, there are on the line, the transportation is convenient, in the group guest more period had been injected with a large number of foreign capital, in the construction of river valleys in the more advanced large hotel. Later, with fewer group guest, business is becomingincreasingly difficult, hotel collapse, hot spring street residents also reduce to 1, 000 people, more than 000 people from 4 regional economy recession. Local capital strength is relatively small, developing step by step, and pay attention to protect environment and geographical features, grass (Kusatu) hot springs, by the court (Yufuyin) hot springs is representative of this kind.In recent years in the poll of the most popular of hot springs, grass springs in successive years, tianjin no. 1.Located in kyushu oita county by the court of hot springs, hot springs hotel employment of QuanJie roughly one-third of total employment, is a typical hot spring street. More than 120 hot springs hotel and the natural environment, formed the Japanese hot springs, high-grade products, recent years tourists reached 4 million people, the development and utilization methods of typical significance in the development of hot springs is in Japan.[9] in Japan's high economic growth period, many hot springs in the case of foreign capital into blood, hotel to large-scale, integrated, the same agitation also affected the springs back street by cloth college town, by the court became a local hot spring in what direction development. But by the court spa resisted the development of foreign capital to promote recreational hot spring pressure and foreign developers high-rise building plan, against the development of golf course, the surrounding to preserved intact, the surrounding wetland landscape of the hot spring, culture, natural hot spring development theme, abundant hot spring culture, let visitors in wash hot springs at the same time, enjoy the charm of hot spring culture and natural environment.3 Japanese hot spring resources development and utilization management mode3.1 hot spring development and utilization of the legal system managementIn order to strengthen the legal management of hot spring, Japan in 1948 formulated the method of hot springs, hot springs, method of development and utilization and protection of hot spring resources made specific provision. Hot spring law, mining, power plant and so on must seek permission from the governor of prefectures (3-9);To protect a fountain springs, governor shall have the right to publish various commands (clause 10).Hot spring law also stipulates that the operator for hot spring bath, the composition indications, contraindications, and drinkingattention points, according to authorities analysis results in a bath facilities department express; Hot spring water, heating, circulation filtration and disinfection and so on have also made it clear that article (13, 14).Japan's hot spring law stipulated in article 14, in order to enhance the public utilization of hot spring, environment ministry for selected hot springs, hot springs according to its composition, performance and utilization of environment, planning, gearing up for hot spring use facilities, improve the guide to the environment. Its contents include hot spring gearing up to regional planning, functional area division, facilities, environment development, management, operation plan, etc.3.2 Concentration distribution and managementHot spring spa as a resource, prevent random drilling wasteful, prevent all kinds of disputes due to hot springs, to reasonable and effective use of resources to the hot spring facilities and centralized allocation is one of effective methods for hot spring hotel. Hot springs city battery (Sirozaki) concentration distribution and management system is worth reference, particular way similar to a centralized water supply device, set up in higher ground storage barrels, various springs spa focused on storage barrel, set up automatic monitoring device, adjusted according to the amount of chung springs, temperature. Through pipes adopts the circulating way to lose to the hot spring hotels and beaches, hot springs hotel and baths in accordance with the usage fee. Pipe length, discharge temperature are scientific measurement to ensure the supply of hot spring temperature remains constant. Since the implementation of centralized management to solve the hot springs of water temperature difference, the temperature of supply the homogenization, fair, hot spring use efficiency, business management tends to rationalize, hot spring resources get effective protection, fountain got the self-restraint, enlarged the hot spring supply capacity, development provides the possibility for the hot springs.4 Japanese hot spring tourismJapanese traffic survey of a community (2005), according to the tourists in choosing destinations, hot springs (52.4%), in the first place. Visible hot spring has extremely important meaning for the Japanese. National to hot spring needsdiversification makes competition more intense, make construction attractive hot springs hot springs the key to a successful business. The atmosphere of the quality of "hot spring", "hot spring", "natural environment" three has become the core elements. Ideal, led by open-air hot spring, spa facilities, followed by the boardwalk, public hot spring, the traditional view, of primitive simplicity style SuBo facilities, local snacks, local library, etc. Beautiful environment includes not only the nature, also including the natural and construction, the coordination between the buildings and roads, parks, and hot springs hot springs hotel, garden, walking street, parking lot etc. Landscape of coordination and unity.译文日本温泉旅游的开发与管理伊格斯；迈克尔摘要旅游活动带动了社会经济的发展，呈现出产业化、多元化、全球化的发展态势。

旅游行业中的旅游产品开发

旅游行业中的旅游产品开发随着社会的不断发展和人们生活水平的提高，旅游已经成为人们生活中不可或缺的一部分。

旅游行业在近年来也取得了长足的发展，旅游产品的开发成为了这个行业的重要一环。

本文将讨论旅游行业中的旅游产品开发，介绍其意义、步骤和成功的案例。

一、旅游产品开发的意义旅游产品开发是旅游行业中不可或缺的一部分。

它对旅游行业的发展起着重要的推动作用：1. 提升旅游体验：旅游产品的开发能够满足游客不断增长的需求，提供更加丰富多样的旅游体验，使游客在旅途中得到更多的享受。

2. 推动旅游行业发展：通过不断开发新的旅游产品，可以吸引更多的游客前来旅游，促使旅游行业的繁荣发展，带动相关产业的发展。

3. 增加就业机会：旅游产品的开发不仅需要专业的策划人员和技术人员，还需要各类服务人员参与其中，因此可以为社会创造更多的就业机会。

二、旅游产品开发的步骤1. 市场调研：在开始旅游产品的开发之前，首先需要进行市场调研，了解游客的需求和市场的潜力。

通过市场调研可以确定旅游产品的定位和目标受众，为后续的开发提供依据。

2. 策划方案：基于市场调研的结果，制定旅游产品的策划方案。

包括确定旅游产品的主题、行程安排、服务内容等，确保旅游产品能够吸引游客并满足他们的需求。

3. 开发制作：根据策划方案，进行旅游产品的开发和制作。

这包括景点的开发和装修、行程的安排、交通和住宿的预订等。

在开发制作过程中，需要充分考虑游客的安全和舒适度。

4. 推广营销：旅游产品开发完成后，需要进行推广和营销工作。

包括制作宣传资料、建立销售渠道、开展市场推广活动等，吸引更多的游客来体验旅游产品。

5. 运营管理：旅游产品开发完成后，需要进行运营管理工作，确保旅游产品能够持续运营并提供优质的服务。

这包括人员培训、设施维护、客户关系维护等。

三、成功的旅游产品开发案例1. 悉尼歌剧院：悉尼歌剧院是澳大利亚的一座标志性建筑，也是世界著名的文化旅游景点。

它通过在海岸边建造独特的建筑和定期举办世界级的艺术演出，吸引了大量的国内外游客前来参观和观赏演出。

旅游贸易竞争力外文文献翻译2014年译文3500多字

文献出处：Bobirca A, Cristureanu C. The international competitiveness of trade in tourism services [J]Advances in Tourism Economics.，2014，16（5）: 189-202.原文The International Competitiveness of Trade in Tourism ServicesAna Bobirca and Cristiana Cristureanu1 IntroductionTourism is the only service activity that can potentially provide trading opportunities for all nations, regardless of their level of development. However, it is also a sector where there is clearly an uneven distribution of beneﬁts that is l argely dependant on countries’ ability to strengthen their performance in the global economy, which in turn requires improving their competitiveness.Since the beginning of the 1990s, Romania has experienced major changes in its tourism exports volume, growth rate and structure. These disparate punctuations have all inﬂuenced the relative competitive position of Romania on the international tourism market and have been associated with changes in its tourism trade balance. In the same time, the new and more heterogeneous European architecture has induced signiﬁcant changes in Romania’s regional tourism competitiveness.Against this background, the paper attempts to suggest a framework for assessing the international competitiveness of Romania’s tourism services trade, by focusing on the relationship between competitiveness and tourism trade performance.To this end, the ﬁrst part starts by introducing the concept of international competitiveness and by presenting, evaluating and systematizing key issues of the complex analysis on international competitiveness. The paper subsequently considers the relationship between export performance and international competitiveness, as well as its relevance for international tourism. The second part includes a macro overview of the tourism sector, focusing spherically on its importance to the econ omy. The third part of the paper sets out in detail the framework for calculating the proposed measures of competitiveness and shows the importance of the methodological approach in interpreting the information provided by these indicators. It also illustrates the recent performance of Romanian tourism, based on an integrated measure of international trade competitiveness. The paper concludes by explaining the competitive position of Romania on the European tourism market and by identifying research issues that require further study.2 Perspectives on International Competitiveness – The Relationship Between Export Performance and International Competitiveness and its Relevance for International TourismThe concept of international competitiveness, although controversial and elusive, has gained acceptance and continues to attract the attention of both academics and policymakers worldwide.Most measures of international competitiveness that have so far been considered were undertaken at the economy-wide level (Garelli 2003) and generally refer to the ability of a country to produce goods and services that meet the test of international markets, while simultaneously maintaining and expanding the real income of its citizens (European Commission 2007).Because competitiveness ultimately depends upon ﬁrms in a country competing successfully on the domestic and international markets, attention has focused on competitiveness at the ﬁrm level (Porter 1990), where it is generally understood to refer to ―.. . the ability of the ﬁrm to retain and, better still, enlarge its global market share, increase its proﬁts and expand‖ (Clark and Guy 1998, OECD 1993).According to traditional economic theory, a ﬁrm can gain competitive advanage through comparative cost of production by, for example, reducing labor cost. However, recent research suggests that non-price factors are equally important determinants of competitiveness. The range of non-price factors is diverse and includes human resource endowment, such as skills; technical factors, such as research and development capabilities and the ability to innovate; managerial and organization factors, both internal to the ﬁrm and externally organized through relationships with other bodies, customers, suppliers, public and private research institutes, and other ﬁrms (Clark and Guy 1998, Fagerberg 1986). Together, these factors determine the ability of the ﬁrm to compete successfully in international markets, on the background of changing technological, economic, and social environments. Export performance and the ability of the ﬁrm to maintain its market share remain the ultimate indicators of international competitiveness.Consequently, although widely proclaimed, the theoretical bases of international competitiveness as it relates to national economies and their international trade have been less analyzed in academic literature. Thus, the nature, beneﬁts and constraints on a nation of being internationally competitive remain ambiguous (Coldwell 2000, Krugman 1994, 1996).International competitiveness, within the context of trade in goods and services, refers to a nation securing and maintaining a trade advantage vis-à-vis the rest of the world. International competitiveness is advanced whenever the economic welfare of a nation is enhanced through an increase in the ﬂow of trade or through an alteration in the conditions of trade starting from a presumed initial equilibrium (Coldwell 2000).Trade theory asserts that economic welfare is dependent on the production of goods and services that a country has comparative advantage in. This, in effect, means that international competitiveness is secured when production is in line with a country’s comparative advantage situation. If countries perform well internati onally and compete successfully for export markets, this could be a sign of their sound international competitiveness.Therefore, at the international level, competitiveness can be deﬁned as the abilityof an economy to attract the demand for its exports and the investment to supply that demand, all within social norms that result in an improved standard of living for its citizens. This, in turn, depends on the macro and microeconomic policies, regulations and institutions that affect the productivity of the economy’s factors of production and the costs of doing business.A review of available literature and empirical evidences supports the notion that international competitivenes s can be explained, to some extent, by a country’s ability to export (Dollar and Wolff 1993, Fagerberg et al. 2004). There is, in fact, a self-recurring relationship between export performance and international competitiveness. Exports are the ﬁrst level o f international competitiveness affirmation. The improvement in export performance leads to an increase in a country’s competitiveness. This effect is a result of enterprises’ skills, knowledge, propensity to innovate and use new technology, ability to exploit technological opportunities in a successfully commercial way, etc.On the other hand, in striving to achieve successful exports in highly competitive global markets, a country is forced to improve its competitiveness. The more competitive a country is, the more economically powerful it is. Consequently, it is more capable to compete on the global market, to attract people with higher level of knowledge, skills, to buy new technologies, etc., and to improve its export performance, as well as to achieve better export results. This can, in turn, favor additional innovations and trigger an improvement in its competitiveness.Consequently, export performance and competitiveness should not be considered in isolation, since they are mutually interdependent.However, competitiveness should not be equated only with a country’s ability to export. The evolution of export market shares is also an important element of trade competitiveness, while the latter is just a component of a nation’s competitivenes s deﬁned by the European Declaration of Lisbon as the capacity to improve and raise the standard of living of its habitants by providing more and higher quality employment, and a greater social cohesion. The gains or losses of world market shares by individual countries are often considered as an index of their trade competitiveness. However, market share growth depends also on structural factors. Due to changes in demand, a country’s geographical and sect oral specialization at the beginning of a period is an important factor shaping future market share growth. Similarly, the country’s ability to adapt its exports to such changes will also affect the ﬁnal outcome. Furthermore, the concept of international competitiveness in tourism services also encompasses qualitative factors, that are difficult to quantify; the quality of services involved, the degree of specialization, the capacity for technological innovation, the quality of human resources (Rubalcaba and Cuadrado 2001) are factors that may inﬂuence a country’s tourism trade performance favorably. Likewise, high rates of productivity growth are often sought as a way of strengthening competitiveness. But it is not necessarily the case that favorable structural factors of this sort will give rise to increased sales on foreign markets. They may, instead, show up as improving terms of trade brought about through exchange-rate appreciation, while leaving export performance broadly unchanged. It is for this reason, as well as because these factorsare hard to measure in quantitative terms, that consideration here is conﬁned to a more speciﬁc and integrated method for determining Romania’s relative competitive position in international tourism.3 An Overview of Romania’s International Trade in Tourism Services3.1 Key FactsRomania’s Travel and Tourism Economy1 currently shows a return to positive territory, following negative results posted during the early years of economic transition, with an optimistic outlook for growth over the next ten years, much stronger than that of the EU.With a 4.8% contribution of tourism to GDP, Romania ranks the 162nd among 174 countries, being currently among the lower-tier, tourism-intensive countries of the region and the world. However, Romania’s prospects for tourism sector growth are better than for most of its neighbors and competitors within the regional and world ranking, i.e. 6.7% contribution to GDP over the next 10 years and 12th position, respectively (World Travel and Tourism Council 2007).Romania’s Travel and Tourism Industry2 contributed 1.9% to GDP in 2006, rising to 2.5% of total GDP by 2016, while in the European Union, the Travel and Tourism Industry posted a GDP contribution of 3.9% in 2006 (World Travel and Tourism Council 2007).While the Travel and Tourism Economy accounts for 8.7% of global employment, Romania’s Travel and Tourism Economy employment was estimated at 485,000 jobs in 2006, representing 5.8% of total employment, or one in every 17.4 jobs. The current 265,000 Travel and Tourism Industry jobs account for 3.1% of total employment, as compared with 4.2% of total employment in the European Union (8.6 million jobs) (World Travel and Tourism Council 2007).Travel and Tourism represented, in the European Union, 13.0% of total exports in 2006. In Romania, exports make up a very important share of Travel and Tourism’s contribution to GDP. Out of the total Romanian exports, Travel and Tourism represented 5.2% (1.2 billion Euros) in 2004, with a prospect to increase, in nominal terms, to 1.8 billion Euros (4.6% of total) by 2016 (World Travel and Tourism Council 2007).The vast majority of international arrivals in Romania are from Europe. Since 2000, some 95% of visitors every year have been intra-regional. Out of these, a growing number – 75% according to 2004 ﬁgures –represent arrivals from the ﬁve countries with which Romania shares a border: Ukraine, Moldavia, Bulgaria, Hungary, Serbia and Montenegro.3.2 Major FindingsThe analysis shows that, while still lagging behind the developed economies, the trend towards a service-oriented society is observable for Romania. This is also reﬂected by the increasing proportion of GDP attributable to tourism services and the growing share of employment in the tourism services sector.Although the overall tourism balance of Romania is positive, EU represents a net exporter of tourism services to Romania (the tourism balance is negative, with aworsening deﬁcit from 2005 to 2006); still, the propensity to trade with EU partners is stronger in this ﬁeld, reﬂecting a high er degree of integration into the EU tourism services market (EUROSTAT 2003, 2004, 2005, 2006).While Romania’s Travel and Tourism is growing in terms of international visitors, the country’s tourism receipts have been lagging considerably behind neighbori n countries. In 2004, Romania registered some 38% of those registered by Bulgaria, approximately 12% of those registered by Hungary and the Czech Republic and a mere 7% of Croatia’s receipts. This reﬂects the fact that many of Romania’s visitors do not stay overnight or spend anything while they are in the country, an important weakness to address for any tourism plan going forward (EUROSTAT 2003, 2004, 20058, 2006).–Within EU-15 countries, Romani a’s largest markets are Germany, Italy, France, Austria and the UK. Worryingly, arrivals from all of the EU-15 countries showed negative growth in 2004. This can be attributed in part to the accession of ten new countries to the EU and related incentives for visitors to these countries, such as low-cost airlines.– Growth in 2004 was driven by Hungary, which showed a 69% increase in arrivals in Romania. Outside Europe, Romania’s main international markets are the USA, which has shown steady growth since 2000, to 111,000 arrivals in 2004, as American tourists have started to be aware of the fact that Romania is more than a ―Dracula‖ destination; and Israel, although the Israeli market has remained stagnant in recent years. Tourists from China are also expected to increase in the future, as Romania received approved destination status in June 2004 (EUROSTAT 2003, 2004, 2005, 2006). Analysis of accommodation ﬁgures shows that a large number of these visitors do not stay in registered facilities and either reside with friends or relatives, or do not overnight in Romania. Thus, it is difficult to quantify their impact on the economy.– The majority of international arrivals to Romania are by road, again mirroring the large proportion of the country’s visitors from bordering countries. However, arrivals by air have also seen a healthy rise over the past ﬁve years, with increased frequency of scheduled services and some charters operating in regional airports.As Romania is forced to liberalize its aviation industry as a consequence of EU accession, air transport is set to rise dramatically in the near future. Arrivals by rail are decreasing at almost the same rate that air arrivals are increasing, as air travel becomes cheaper and more accessible.4 Methods for Assessing the International Competitiveness of Trade in Tourism Services4.1 The Research MethodFor the speciﬁc assessment of the international competitiveness of trade in tourism services, the underlying methodological approach undertaken in this study is based on the idea that the economy with an improving degree of competitiveness in tourism services is the one able to enhance the size of its tourism services exports to a certain market. Similarly, the economy with a declining degree of competitiveness is the one that increases the size of its tourism services imports coming from other countries.The greater or smaller degree of competitiveness a country (or sector) has shows the nature and degree of participation it has – through its exports – in the imports carried out by the analyzed market, i.e., a country improves its competitiveness in the way that the other country increases its imports coming from the former one (Mandeng 1991).In addition, the process of inserting a country in the international economy is related not only to its exporting progresses, but also to the behavior and actions of other competitors. The model is adapted from De la Guardia, Molero, and Valadez (De la Guardia et al. 2004) that introduced the aspect of the dynamic nature of markets and implemented through their work an ex—post assessment of services competitiveness, by providing a descriptive reference on the changes produced in the competitiveness level and specialization degree, in international trade. The commercial advantage is revealed through the evolution of tourism exports which reﬂects improvements in competi tiveness, and through the evolution of tourism imports that reﬂects a worsening of the commercial advantage.(1). Based on the aforesaid, the changes in the international tourism services trade competitiveness are measured through the analysis of different variables: 1. the ﬁrst variable is the market share or participation in the market, and measures the portion of the market that is supplied by a certain country or the tourism sector of this country;(2). the second variable used is the export structure of the analyzed country. This variable reﬂects the relative weight of the tourism sector in the total exports of that country;(3) ﬁnally, by means of the import structure of the market, the degree of dynamism that the tourism sector has in the analyzed import market can be determined. Through the combination of the aforementioned variables, three ―tourism competitiveness matrices‖ (see Table 12.1) are constructed, that allow for the description of Romania’s international tourism trade development proﬁle.The Market Share Competitiveness Matrix illustrates the fact that a country’s tourism exports can be classiﬁed according to their international competitiveness starting from the behavior of the country’s market share in tourism exports and the evolution of the world tourism services imports over time.In effect, the world market share held by each country in tourism services exports can increase or diminish throughout time; such modiﬁcations take place in the same time with the increase or decline that tourism imports register in international trade.This allows for the classiﬁcation of a country’s tourism exports as performing, missed opportunities, declining and retreating.Tourism services are performing when a country enhances its market share in tourism, in circumstances in which this activity has an increasing importance in world-wide trade.Tourism services are missed opportunities when a country is losing market share, while international trade in the sector is enhancing.Declining are those tourism services in which the exporting country increases its market share, while the international market is shrinking.Finally, we deﬁne the situation of tourism services as retreating when thiseconomic activity, besides losing market share, registers a decline of dynamism in international trade.The competitiveness matrix of the export structure is obtained relating the behavior of a country’s tourism services export structure with the tourism services import dynamism of the international market.This matrix shows how the adjustments of the export structure can take place in the same direction or in the opposite direction with respect to the changes in world imports structure. The different segments of services exports, including tourism, can be classiﬁed, from the point of view of their international competitiveness, through the changes that take place in the services export structure of the country and the world services imports structure throughout time.Combining these two variables, tourism, as a services exporting sector can be classiﬁed as performing, missed opportunity, declining and retreating, with the equivalent meaning mentioned before.Finally, tourism exports can also be classiﬁed from the point of view of their international competitiveness throughout time, when the degree of trade specialization of each country and the evolution of the world imports are simultaneously analyzed.The specialization index is deﬁned as the relative par ticipation that an exporting sector of a country has in world trade.3Similarly, tourism, as an exporting sector can be classiﬁed as performing, missed opportunity, declining and retreating, with an identical interpretation to the ones previously indicated.Our aim here is to adapt and apply the model developed by De la Guardia, Molero, and Valadez in order to assess the international competitiveness of tourism services, using information related to the current situation of the EU-25 countries and to that of Romania, based on the statistical information available.Balance of payments transactions for tourism services are less easy to link to actual tourism services provision than is the case for goods; some tourism activities may be difficult to disentangle from goods or capital transactions. Countries have developed unique national methods for assembling the data: some have tended to rely more on statistical surveys and others have relied more on central banks’ administrative systems. Even so, there has been and still remains considerable variation in data collection methods. To compound the picture, methods of collection have changed considerably over time.Despite these troubles, we believe that the forthcoming descriptive analysis could bring some highlights on international competitiveness and the factors determining the commercial position in tourism services trade.The sample data is drawn from UNCTAD-IMF-BOP Statistics on Trade in Services by sector and country (OECD 2003, 2004, 2005, 2006, UNCTAD 2003, 2004, 2005, 2006), a data-set which covers exports (credits) and imports (debits) of three main services categories: transportation, tourism and travel and other commercial services, according to the concepts and dentitions’ of the IMF Balance of Payments Manual with a focus on tourism services. Data-set comprises the 25 EU countries, Romania and the world (178 countries) and covers a yearly time periodcomprising 2003, 2004, 2005 and 2006.4.2 The Research Results4.2.1 The IndicatorsThe evolution of the market share shows the penetration ability of tourism as a services exporting sector of each country in the international economy.The data reveal that, for the analyzed period, the EU-25 economies were among the main world suppliers of tourism services, since they maintained an overall participation next to 45% of the world supply in tourism exports. Altogether, the group constituted by these countries slightly diminished the held proportions of the world quota in tourism services (–0.68% growth rate).From the perspective of individual countries, the economies that registered an increase of their quotas in the world market of tourism services were, in order, those of Poland, Estonia, Lithuania, UK and Luxemburg.By contrast, especially signiﬁcant are the results registered by countries like Hungary, Finland and Spain, which decreased their market share in tourism.Romania’s market share in tourism services exports declined at both world level (Romania –world) and in relation to EU-25 countries (Romania –EU-25), but the decrease in the latter case was more severe (20.85%, as opposed to 4.65%). Also, the reduction in Romania’s market share on the EU-25 market was much higher then the overall European market retreat.Through the analysis of the export structure we can appreciate the importance that export of services has as currency provider for the EU-25 economies and Romania.Data show that, in relation to the examined services sectors, the exports of tourism services represent about 27% of the overall services exports in the EU-25 countries and about 28% at world level, meaning that, compared to the world export structure, the EU-25 countries exhibit a similar pattern, with a slight negative deviation for tourism services.In the analyzed period, most of the countries registered minor decreases in their currency entry through exports of tourism services. The countries that opposed this trend were Poland, Estonia, Malta, Germany, UK.In Romania, tourism services represent about 14% of the overall services exports, which is below the world and European average (27–28%).The evolution is similar with that signaled above, meaning that the structure of Romania’s exports is altered in the detriment of tourism services, that are decreasing both in relation to the world and to the EU-25 countries, but with a much higher amplitude in the latter case (27.85%, as compared to 6.14%).译文旅游服务贸易的国际竞争力安娜；克瑞斯缇娜1 引言对所有国家来说，旅游业都可以为本国提供交易机会，这也是唯一可能的服务活动。

生态旅游外文文献翻译

文献出处：Techera E J, Klein N. The role of law in shark-based eco-tourism: Lessons from Australia[J]. Marine Policy, 2013, 39(1):21-28.翻译后中文字数：9710第一部分为译文，第二部分为原文。

默认格式：中文五号宋体，英文五号Times New Roma，行间距1.5倍。

法律在鲨鱼生态旅游中的作用：澳大利亚的经验教训摘要：海洋旅游为经济，教育，环境等方面提供了机遇，但相对于人来说，动物和环境是存在风险的，需要越来越重视法律和政策。

鲨鱼生态旅游尤其如此，这可能是这些物种的重要保护工具。

澳大利亚长期以来的旅游历史涉及鲨鱼和大白鲨，本文考察了澳大利亚的鲨鱼生态旅游法律和政策，确定了从澳大利亚鲨鱼生态旅游中获得的经验教训，作为确定最佳实践法律战略的第一步，既可以支持旅游行业又确保环境友好。

关键词：澳大利亚环境法，生态旅游，法规，鲨鱼旅游1.引言过去二十年来，基于自然的旅游业，包括海洋类和其他物种的发展迅速增长[1]。

旅游业可以带来多种好处，包括教育公众，提高对物种及其保护地位的认识[2]。

但是，对于有关物种和海洋环境，如果管理不善，可能会产生负面影响[3]。

适当的法律框架是一个至关重要的方面。

长期以来成功举措的案例研究为对其他国家或其他物种可能利用的各种监管方案提供了重要的见解。

本文对澳大利亚基于鲨鱼的生态旅游的治理进行了探讨。

许多鲨鱼种类的保护状况日益恶化，引发了一系列的反应，包括在国家和国际层面实施法律机制[4]。

基于鲨鱼的生态旅游是一种新兴的保护工具，因为它促成了海洋保护区的娱乐性利用，可以创造替代生计，促进海洋研究，提高公众对特定鲨鱼物种的困境的认识。

虽然生物和社会科学家都有一些重要的文献，但是研究这个领域的法律治理研究相对较少[5]。

本文探讨了法律在促进鲨鱼生态旅游作为保护工具方面的作用，并强调了澳大利亚方法及其在法律战略中所提供的经验教训。

旅游产品开发的新视角外文文献翻译2014年译文3300字

文献出处: Hill, John. A new perspective of tourism product development: The Case of South Korea [J]. The Journal of International Travel, 2014, 35(3): 125-141.（声明：本译文归百度文库所有，完整译文请到百度文库。

）原文A new perspective of tourism product development: The Case of South KoreaHill, JohnAbstractAs the tourism consumption rising demand for personalized, tourism consumer’s independent participation consciousness enhancement. Tourism product development to meet the growing demand for personalized, tourists pay attention to the experience of tourists is crucial. The development of modern society and the change of consumption concept, tourism are more likely to experience the real life experience, enhance feelings of self-realization. The authenticity of the tourist experience is the cultural meaning of tourism activities.In the study of tourism experience, authenticity is one of the core issues. The study of experience of tourism authenticity, not only has theoretical significance of cultural studies, and has a guiding significance to tourism development. In recent years, tourism research in the field of authenticity as the academic concern increasingly, especially in terms of tourism culture, from the perspective of tourism experience less research of the tourism product development research.Key words: authenticity; Experience; Tourists; Tourism product development1 Tourism product development processContrast the status of the previous South Korean tourism product development, be helpful for us in the tourism product development in the era of experience economy into more targeted experience elements, enhancing the market value of tourism products. In South Korea tourism product of the market by the buyer to the seller's market, selling changes - the three stages of buyer's market.1.1 The first stageThe characteristics of this stage is give play to the resource advantage of primarycharacteristics of supply oriented seller's market, is also the number of tourist product innovation stage of development, especially the number of tourist spots. Before 1987, nearly 70% of tourists tourists travel purpose is, arguably, the history of South Korea tourism is in accordance with the history of tourism products. This one phase, the south Korean tourism under the policy of opening to the outside world and invigorating, started from the past political reception, cultural exchange is given priority to, to give priority to with business services, earning foreign exchange of economic business, the tourism market is basically a seller's market, tourism product innovation basic work mainly focused on giving full play to the advantages of resources, expand the number of tourist spots. South Korea tourism products in this period is given priority to with primary resources, variety single, the structure is not complete, rely mainly on the increase of the number of the tourist attractions and tourism facilities to meet the needs of tourists. Traditional on the basis of the resources of tourism products is very rich, South Korea tourism product development based on tourism as the breakthrough point, to Korean culture as the main body of the purpose of the rapid development of market monopoly to South Korea tourism products play an important role1.2 The second stageThis stage is the continuing development of tourism at the same time, begin to pay close attention to the special tourism products and the development of special tourism products. After the first phase of development, a south Korean tourist product and have been able to put into the market on a large scale, but the same time the world tourism market consumption trend towards, pure purpose of products in the market space gradually narrowing, real special tourism and special tourism products, tourism market a major Asian tourism at the same time adjustment, declining proportion of intercontinental travelers, tourists from close range scale expands rapidly. Close the popularity of the tourist not only expand the market space, deduce the specific tourist motives more diversification and the diversification of tourism way. Participatory, entertaining and distinct personality constitutes a new market focus for the integration of new products and development trend. In 1987, the national tourism administrationproposed change single do line situation, special tourism and special tourism development, the development of the individual and family travel, form a pattern of diversification of products. Since the early 1990 s, South Korea tourism departments and enterprises pay attention to the use of South Korean tourist resources type, features colorful compose various types of tourism product development. Since 1992, a year to determine the different theme, with focus on the promotion of different types of tourism products. Holiday products to drive the rise of the special tourism development and construction, prompted South Korea tourism products to form sightseeing, holiday and special pattern of the three pillars of tourism products. (2) This reflect a shift from a seller's market to a buyer's market, on the other hand shows that South Korea tourism market consciousness and competition consciousness gradually enhanced. Tourism product development by relying on resources to expand the number of tourist spots, also gradually transformed into construction with emphasis and plan a batch of tourist routes, tourist route construction to stimulate the development of tourist spots and the depth of the tourism resources development. At this stage, a buyer's market trend of tourism product makes tourism products in every link more closely contact with the market demand, tourism product diversification and specialization trend gradually formed, and pay attention to hardware product quality and improve the quality of our services, in order to improve the economic benefits of the tourism industry as a whole.1.3 The third stageThis stage is a buyer's market stage of development. Concept of market competition, tourism enterprises and tourism managers to research the demand of tourists, to design a marketable product. Is a comprehensive very strong products, tourism products require breakthrough construction of tourist route in the past, become a including tourism destination image construction, the coordination with economic and social development of tourism, tourists, local residents and tourism practitioners, the tourist ecological social environment coordinated coexistence, every aspect of system engineering. Along with the development of regional tourism, tourist activities on the near distance and developed, and the supply of tourist activitiescharacteristics change requirements change along the traveling route line of original model, and into the travel purpose ground roll out, to tourism destination as a unit of overall construction, coordination and optimization of the tourist products, the tourists in the tourist destination can fully meet the demand of various substances spirit. This prompted the tourism product marketing gimmick diversification, into service and experience factors in the product, meet the demand of tourist’s mental stage.2 Two problems existing in the tourism product experience2.1 Type single tourism product experiencePine with Gilmore put forward to make people feel is one of the most abundant experience include entertainment, education, and escape from reality, aesthetics four types of experience, the experience type is rich, experience the better the results. South Korea now experience of tourism products is given priority to with the purpose, more dominant aesthetic experience, only to mobilize the visual sense in experience, experience type single make profound cultural connotation of tourism products difficult to explicit, and for some cultural relics of ornamental also need certain professional background knowledge, aesthetics and education experience very snorkeling, tourists to tourism products stay in watching, buildings, monuments and so on the surface of the scenic spot tourism experience content, the lack of deep, various types of tourism experience.2.2 Travel experience the same contentNo patents, tourism products have the features of easy to imitate. Traditional Korean tourism product innovation is insufficient, the phenomenon of redundant construction is more common. South Korea tourism product regardless of from the type and quantity is very rich, but in actual travel, content is similar, resource characteristics have not been able to come out of the full performance. At the same time, the design of tourism projects lack of features, the experience of the same content makes visitors feel familiar, it is difficult to obtain the unforgettable travel experience, tourism products lack of professional travel experience design. And experience respectively the core elements of tourism is the tourism product experience provided by the object with the tourists everyday life, the difference of the differenceis larger, the more can stimulate the tourists travel desire, also has development value. The present tourism products lack of diversity development, it is difficult to meet the demand of tourist’s experience.Experience respectively the development of tourism products in South Korea is still in the theory of infancy, domestic academia for its research is limited, although scholars have carried on the preliminary study on tourism experience, is only for one tourism product shallow levels of discussion. Due to the development of the theory of experience economy in South Korea at an early stage, there was lack of experience on tourism products design experience respectively.2.3 Tourism experience of participationTraditional Korean tourism product development mode is a resource - oriented, the dependence on resources to product development. For most of the tourism products, or directly to the original resources as the project, make tourists can experience the resources of ecological and historical value, the development depth is not enough, not characteristics. At the same time, need few tourists involved to complete the project, the development of tourism products to stay on the surface of experience, and the resource itself very little contact with the local population. Product development lack of innovation, imitation, following severe, similar products, to the use of resources at the simple extensive stage, can't meet the personalized needs of unusual experience for visitors3 The tourists and the development of tourism productsFor different types of tourism products, the authenticity of tourists demand is different. Here we combine clement chug in the authenticity of the tourism experience rule and the scenic area management problem "as a law in this paper, we summed up experience of tourism authenticity. Author put all the scenic spot is classified into humanities scenic spot and the natural scenic area, and puts forward the concept of the original true scenic area, it refers to those who have experienced a certain time of the historical and cultural precipitation, less interference or destruction of the scenic spot.For with a history of ontology in the sense of real estate field and reflect real life custom tourism destination specific landmark tourism cultural products, namely theoriginal true strong tourism products, such as historical and cultural heritage, cultural relics sites, from the objective, they are real, for these scenic area, the main task of management is to protect the good humanities and natural environment, the less artificial interference, to give visitors experience the real; At the same time in the cultural objective authenticity intact at the same time, should pay attention to environment, and guide the design of the artificial factors such as service. To reflect the cultural activities held at the destination, such as some real folk music, dance, and some onto the stage of festival celebration activities, can understand from the perspective of structuralism real authenticity. Authenticity of experience can be increased by operating organization, Pierce (1986) argues that authenticity can be achieved by the experience of the physical environment, social interaction, and based on the experience of people get, theatrical real also can let visitors get high quality tourism experience. At the same time, the enthusiasm of the community residents to participate in is also very important.England's rural tourism is, through the method of "reproduction history", through the participation of visitors and the community residents to improve interaction effect of the authenticity of the experience. Held in destination for the destination of the cultural activities outside of products (such as theme parks) the authenticity of the experience, can be interpreted from the perspective of existentialism real, tourist experience has nothing to do with the object of tourism, tourist experience has intensified, intoxicated, feel the real self. Experience of this kind of tourism products is short, need to inspire visitor’s experience, objective existence not true to the real experience, and constantly to update the tourism products, tourism products to achieve sustained development.译文旅游产品开发的新视角：以韩国为例作者：希尔·约翰斯摘要随着旅游消费个性化需求的上升,旅游消费者自主参与意识增强。

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文献出处: Horman D. The Development of Experienced Tourist product [J]. Annals of Tourism Research, 2014, 15(6): 15-31.（声明：本译文归百度文库所有，完整译文请到百度文库。

）原文The Development of Experienced Tourist productAuthor: Horman D1 The essence of experienceExperience in essence is a person, is when a person achieve emotional, physical, mental, or even a particular level of mind, he produced the good feeling of consciousness. No two people will be able to get the same experience, because any a kind of experience are personal mental state, and the result of the interaction effect between planning events. Experience of production and consumption was conducted at the same time, it tangible results, however, its value is embodied in can give people left a deep impression and good memories of memories. Therefore, the characteristics of the experience summed up in a few words, that is: interactive, uniqueness, utility sustainable results.Keywords：Experience travel; Travel Production Development;1.1 Experience is a processStanding on the first position, people tend to do everything to come and try to shorten the process of the results. But with reason to think, we will soon be able to think of, only process with novelty. Because of unknown territory means the process of exploration and the change of means, means and unknowns will appear, and the results represent the end of the process. Process means that individuals struggling to texture, direction of movement of things, action and mentality details concern and attention, means that the spirit of high tension and concentration, life in the excited state, the result means that reached a height, can enjoy the existing results. In terms of the development of human spiritual life and intelligence, more should be put life process in priority. If you ignore the process, and will not be able to feel thetemptation of the unknown world, unable to experience the delicate state of novelty and excitement. Have a process to change, change is novel, have new wizards have stimulation, the stimulation can be exciting and full of life. Experience of happiness and joy is not necessarily lies in the causes and results of things, on the contrary, the development and change of the thing itself can give a person infinite pleasure.1.2 Experience is a process of understandingExperience as a person's mental ability, in the understanding of the perceptual and rational thinking and make. We say the experience of main body is to grasp a to be expressed comprehension process. Express is phenomenon.Is it mean. Subject always inadvertently to express the mental state through body activity, the subject not only known around the world, and feelings to realize it, especially the event expressed the meaning and significance. The rational cognition as a scientific method can accurately grasp the object, method and experience as the mind, is to realize a in interaction relation to convey meaning. Tacit experience is, therefore, the main spirit of the process, is the world center of the life indispensable part of the intellectual activity. We are through the way of experience (of course, cognition and thinking) to control the composition of the world, the meaning of life, fate and individual decision making, and set up the whole world outlook and outlook on life. The so-called life experience, is their perspective. The structure of the person's own inner life itself determines the degree of depth of his experience, also decided to his intrinsic value of depth. Experience can improve a specific event to truly wealthy mean height, is that it can from one's own inner spirit, to the perspective of specific life events.1.3 Experience is a "imagine" enrich the comprehension processBody through imagination will experience, make it’s become the content of the real life. Imagine fantasy is by no means out of thin air, but the communication in the past and the future of mediation. Its authenticity, according to is it in accordance with the rooted in human nature in the law, namely category from the value of the us tomake a meaningful world. Memories of the past, memories and the dreams of the future building too. Every experience in everyday life in changing people memory storage of materials, and people's desires and dreams for the future, and driven beyond the limits of the known reality, immersed to imagine the scene.2 The process of tourism experience2.1 Travel is a processTourism is the combination of space and time. People spend a certain time, to a strange place, have a different from ordinary life - it is the essence of tourism characteristics. But if only from a pure dimension in order to understand the process is not complete, tourism is not profound. Tourism activities is an understanding of the different landscape, culture, folk custom and experience the process of the utility of it in the end is to make a wonderful experience deep permanently retained in the memory of people, life and personal subject in space-time dimension and an organic part of the spirit world. Experience has two meanings, one is "experience or experience", and the other is "experience and comprehension. A tourist activities is a personal experience, formed a kind of experience; But not all can increase the tourist experience, inspire people the feeling of life, leaving enduring memories, some even will leave lifelong regret. Therefore, a profound tourism experience is not only a physical experience, but also psychological and spiritual baptism, is one of the internal spiritual world of people "reaction".Tourism can cause people psychological this kind of feeling, just because it’s itself is a process, the process is novel all in coming. Six elements of tourism can become the object of tourist experience: eat food can provide people a new experience; The accommodation environment is different from home; Transport is different from daily use of public transportation; Participate in the tourism project also makes people seem to be in another time and space, immersed in the event of an unexpected, usually cannot be achieved. Playing a novel, play out the taste, the play get carried away: and finally, only belongs to the experience of souvenirs, a physical imprint for this period of experience, for later on. This novel and constantly stimulate the sensory systems ofthe visitors, brought their vitality to uplifting and full. Tourism is full of experience object, containing the infinite experience value, arguably the best stage of practice experience economy. As long as we are good at digging, the careful planning, strict implementation, will let visitors experience brand-new travel experience.2.2 Tourism is one of the ways to realize lifeTourism is one of the human internal migration of the subconscious, is an organic part of human life. Part in the development of history, when people seem to have no migration or drift, when everything is settled in life in order, tourism has become a hidden deep in their unconscious migrating a necessary complement to the plot and compensatory, the impetus of the development of settled people happy life and essential power. Human beings in the conquest of nature, reformation nature in the process of gradually split themselves and natural, into two opposing entities, it is contrary to the purpose of the people as an organic part of the natural world. As a result, people need to travel, walk into nature, and return to natural life style, the core of understanding the essence of life that is the harmony between man and nature, common development. In addition, people often with a relaxed state of mind, open state of mind towards tourism activities, took his daily life wearing a hypocritical mask. Such states tend to be more natural, more likely to get to some profound life proposition of thinking inspiration and understanding of life. Visible, tourism provides a content to the nature of life experience, at the same time, the main body in the process of tourism and relatively easy to use emotional perspective of his inner world, to experience provides a good foundation.2.3 Tourism is induced to imagine constitute one of the factorsIn everyday life, people's imagination because subject to clear the utilitarian purpose and subject to the causality of complex, become heavy, reality, lost a powerful and unconstrained style of poetic and aesthetic feeling. On the other hand, in the process of tourism, people get rid of the fetter of daily life, beyond the rational rule, as the process of evolution, novel and carrying stimulation, inspired withenthusiasm, imagine so immersed in a strange free mood. Main body can be completely according to their own internal spirit to experience as a bridge, combined with the outside world perceptual image formed unique imagination.3 Tourism productsTourism product is a complex concept, it is theoretically refers to the tourists' overall experience to be gained at one time. Generalized travel products are made from landscape attractions, facilities and services three categories of elements, the landscape is made up of natural entity and historical and cultural entities (including) culture and tradition of attractions, it is because of landscape attraction of potential tourists travel motivation; Facilities is refers to the tourists to enter and meet the basic physiological needs, top physiological need of transportation infrastructure; Service is the tourists experience in landscape and facilities in place to accept the physical or mental luxury, they usually are physical form, artificially created 5.Generally speaking, these three can be a core attractions, inspire interest of potential visitors. Generally reflect the characteristics of tourism products are: a comprehensive, long distance, invisibility, production, consumption of unity.One tourist products, on the basis of the experience characteristics of landscape, aiming at visitors a unique experience, using the experience of means is one of the products design planning tourism products. Its core: unique experience, it is an unusual experience and feeling full of intriguing process: the external landscape of the world, including natural, cultural and social resources in the service of experience, formed the foundation of experience and the object; Various tangible and intangible services is not only the object, the visitors experience is also offer visitors experience the medium.4 the innovation of the tourism product development path4.1 Development of experience-based tourism product valueExperiential tourism products relative to the general tourism product advantage is obvious, it conforms to the trend of the tourism customer market demand for thedevelopment of tourism products provide innovative ideas, to fundamentally enhance the overall quality of the tourism products.4.2 The future development trend of experiential tourism productsAs the wave of experience economy on a global scale has emerged, spawned a massive cultural resources into social and economic fields, the cultural creativity's contribution to the economic progress directly by the indirect booster into the core essential factor to promote the development of productivity. Thus to speculate that the excavation of the tourism product contains rich cultural connotation, through the form of development and packaging, and converted to tourists can experience the feeling of wonderful cultural experience, you can directly improve the level of the development of tourism products and grade, to promote the attraction and taste of the product, thus forming another expansion breakthrough for the development of tourism economic benefits, both social and environmental benefits. Therefore, the development of experience-based tourism products is also the only way for China's tourism product development. Will become the inevitable trend of tourism development.4.3 The innovation of the experiential tourism products designCombining tourism and people's dreams, unprecedented experience and experience to tourists, or implement them in real life dream will not come, is the path of experiential tourism product innovation. Contribute to development of experience-based tourism product reaches its best state of the key factors is to make the visitors thought spirit and eyes charming scenery. In the past, people tend to attribute the responsibility to guide the explanation, in fact, the design of the product itself, atmosphere build can achieve this effect, just don't get enough attention. Today, the paper puts forward the purpose of the experiential tourism products is to give the design of tourism products and the developer point of view, a review on the spirit and the cultural connotation of mining resources and market of consistency, develop tourist empathy, interesting products.译文体验型旅游产品开发作者：霍曼1体验的本质体验在本质上是个人的,是当一个人达到情绪、体力、智力、甚至是精神的某个特定水平时,他意识中所产生的美好感觉。