打造属于自己的品牌－中国旅游业的新目标-外文翻译.doc

外文翻译 原文 Title: Brands as Destinations–The New Tourism Objective For Chinese Tourists Material Source:Trends and Issues in Global Tourism 2009 Author: Monika Echtermeyer 1.European Destinations Competing with Symbols and Brands Tourist destinations sell the most important product of the world:”Feelings of happiness.”Chinese tourists in particular are desperate for experience when they take their first trip to Europe; a trip which they consider to be highly prestigious. In Europe they look for feelings of happiness and a romantic atmosphere. First-time visitors try to visit as many destinations as possible in just a few days,wanting the “maximum kick” in the minimum amount of time. The traditional trip across Europe,visiting ten countries in up to 15 days, will continue to be offered in the foreseeable future (given the ever-growing market for first-time Europe travelers).This leaves little time for individual destinations and very little time to linger. Nowadays however, all big tour operators offer single- destination trips and strive to expand the FIT (Free Independent Traveler) sector. In the three largest source markets, Beijing, Shanghai and Guangdong trips taking in just three to five countries have already become the most dominant. In addition, the MICE sector has been growing as globalization has led to the use of modern incentive methods in China. All of the tourist destinations preferred by the Chinese have one thing in common;sights which the Chinese see as strong, prestigious and known symbols and brands. First of all, a few facts about the origin of the tourists. 1.1Destination “Europe” Most of the Chinese travelers come from the three major economic regions: Beijing and Tianjin, Yangtze River Delta (Shanghai, Jiangsu and Zhejiang) and Pearl River Delta (Guangdong, Hong Kong and Macao); these are the regions that have profited most from the economic growth over the past 20 years,so people there can afford to travel abroad. People from Beijing,Guangdong,