发布时间 : 星期一 文章洛阳旅游目的地形象树立和传播策略初探更新完毕开始阅读5cf40bcf0029bd64783e2c96
外文资料翻译—英文原文
2. Tourism Images of Malaysia
Malaysia faces stiff competition from a number of its regional neighbors that also regard tourism as an important sector to their economy. Fighting for a small piece of the pie, competition especially comes from the neighboring ASEAN nations, who themselves are aggressively attracting tourists to their shores. Today, China, Vietnam and Laos also strongly lure tourists into their countries with abundant heritage products. Situated in the same geographical region, Malaysia shares similarities with other ASEAN nations in term of natural resources, tourism infrastructure, culture, traditions and hospitality. While these similarities can be seen as an advantage, they serve more as a handicap to Malaysia. As Goodall noted, ?tourism products, especially within a given holiday type such as ?sun, sea and sand? are relatively substitutable?. It creates a sense of similarity as well as competition. This is especially true with the introduction of ?Six in One? concept by the Asean leaders when they inaugurated the Visit Asean Year 1992. Emerging as a new a tourist destination, a growingly popular Malaysia in the 70s started as ?A Tropical Paradise?, only to realized that tourists are more interested in going to the more established Hawaii and Bali.
In its efforts to run away from the neighbors, Malaysian often alters its tourism image (s) promoted abroad. During the early spread of sex related diseases, like AIDS, the country was once promoted as ?a clean destination?. This strategy was to attract an emerging number of regional markets that visit nearby 3 Ss-Sun, Sea and Sex destinations like Phuket, Bali and Pattaya and some destinations in the Phillipines. This ?Clean Destination? approach did not really leave an impact on the markets as they continued to flock the 3 Ss destinations! For the 1990 Visit Malaysia Year (VMY90), Malaysia started to sell the vast natural resources that the country has. Slogans like ?To know Malaysia is to love Malaysia? and ?You Will Be Fascinated? were used extensively both domestically and internationally.
The success of this campaign had resulted 7.45 million of tourist arrivals. In the early 90s, while continuing the success trail of marketing its nature, Malaysia continued to diversify its products (the promoted images), and started to readjust its marketing, hoping to receive a larger number of travelers. Despite the fact that selling nature was a success, Malaysia could not resist the temptation of informing the
2
外文资料翻译—英文原文
world that we do have everything! As stated by the former Minister of Culture, Arts and Tourism, ?Diversifying the tourism base, which would include reducing its dependence on a narrow range of activities and markets, would be one the trusts of tourism in the next ten years.? This strategy would be to develop Malaysia as a shopping, sports, convention center, and a special interest destination, therefore catering to a wide range of tourist interests (Bernama News Daily, Oct 19, 1991).
Mid nineties saw Malaysia embarked in ?A Shopping Paradise? drive, selling itself as a value-for-money destination, after realizing that shopping is one of the main activities that generate real income into the economy. More recently, Tourism Malaysia (the country?s promotion arm) carried out a promotional blitz on CNN repackaging the country as a country of nature and culture, under the theme ?Truly Asia’. It, however, still projects Malaysia as a destination of everything, a friendly, and a moderate Islamic nation. Today, Malaysia seems to shift from tourism in the rural settings to new urban-based tourism concepts like Health Tourism and Sports Tourism. Grand landmarks like the Petronas Twin Towers, the Kuala Lumpur International Airport (KLIA), the international Formula One Grand Prix circuit in Sepang, LIMA exhibition, and the new KL Sentral railway station, to name a few, are parts of the government?s aspiration to mark Malaysia in the global tourism map. Among government-backed world-class events are the Grand Prix Formula One, International Go-Kart Race, Speedboat Race, Le Tour de Langkawi, Eco Borneo Challenge, Kinabalu International Run and Motorized Para glider Tour of Malaysia. 3. Concluding Remarks
Forecasts by the World Travel and Tourism Council (1995) for the Asia Pacific region revealed that by the year 2005, travel and tourism would generate US$1.9 trillion in gross output, accounting for 11.6% of GDP. The sector is also expected to create an additional 105 million new jobs. WTO (2000), in its Tourism 2020 Vision study, predicts that by 2020, Asia, in particular East Asia and the Pacific, will become the second-most visited region of the world and with South Asia, will have one of the highest rates of growth in tourism arrivals and receipts. Receipts from international tourism (excluding transport) are projected to increase more than fivefold between 1995 and 2020 to reach US$2 trillion. Realizing this, Malaysia continues to appreciate
3
外文资料翻译—英文原文
tourism as a potential sector that creates job and business opportunities. The tourism sector is expected to assume a greater role in simulating the economic growth during the Eight Malaysia Plan (8MP) period and have been allocated RM1 Billion to develop various programs. However, this can only be realized if more international tourists, especially repeat visitors, continue to vacation in this country.
In developing itself into a vibrant destination, however, Malaysia struggles to position it among more established countries that share identical cultures, heritage and natural environment. Increase in budgetary allocations for clear, strategically focused, influential marketing and promotion must accompany the conservation and development of new tourist products.
Studies suggest that the present move to enhance nature-based tourism should be continued, especially in term of providing facilities for adventure tourism. At the same time, restraint should be exercised on the building of new theme parks and of similar projects, as they are found to be not an important attraction to the international travelers to this region (Badaruddin, Lee and Nikmatul, 2002). Recent findings also suggest that theme parks are something of the past and are struggling for their survival in many countries worldwide.
While the development of landmarks such as the KLIA and the world?s tallest (until September 2003) Petronas Twin Towers, helped establishing Malaysia in the global tourism, it is equally important for Malaysia to pay special attention to the level of quality and cleanliness of basic amenities for tourists such as toilets, food stalls, bus stations and kiosks which are part and parcel of tourism products. In order to be a developed destination, Malaysia needs to provide a higher class of facilities, up to the standard of those found in developed countries. Malaysia is moving in the right direction in terms of image consolidation and enhancement; however, further refinement and clever positioning are now vital to ensure continuous or sustainable inflow of ?quality? tourists into the country.
文章出处：http://www.hbp.usm.my/tourism/Papers/paper_image.htm
4
外文资料翻译—中文译文
马来西亚目的地形象综述
1.导言
西巴丹岛的劫持人质，纽约的袭击世界贸易中心，巴厘岛和雅加达的爆炸事件，伊拉克战争和SARS疫情于2002年底通过中东的一部分，除此之外还有许多，已削弱的各地旅游业。然而，在最近的灾害中，SARS爆发一直是最严重的问题，打击了亚太旅游业。正如世界旅游组织秘书长弗兰基阿利所强调的，该地区需要进行危机管理，以确保未来游客相信这是一个安全的目的地。尽管报告说，巴厘岛正在回归全球旅游地图，但它需要多年才能真正说服其传统市场，如澳大利亚，日本和新加坡，台湾。这样巴厘岛才能真正吸引来游客。
游客往往选择安全的目的地，坐落在东南亚地区大多数国家普遍安全。这里的问题是在该地区已不再被认为是安全的，然后可以游客去哪里？尽管东南亚各国政府继续采取行动，表明这一地区旅行在是安全的，但是旅行市场继续采取审慎的做法，游客一般喜欢留在家中或在国内旅行。整个地区陷入困境的看法是提高了恐惧的基本因素。
决定到一个特定目的地旅游与否，取决于我们对于这个目标的看法。审查这种看法的过程可以帮助我们了解这个目的地并提高我们改变这种看法的可能性。如WTO所说，未来世界游客的需求将受到主要旅游客源国的人均收入增长和人口变化以及主要旅游目的地国家的外汇汇率，生活水平等因素的影响。 2.马来西亚旅游形象
马来西亚面临着激烈竞争，它的一些邻国，也已经把旅游作为一个重要的经济部门。竞争特别是来自邻近的东盟国家，这些国家正在积极吸引游客的海岸。今天，中国、越南和老挝还大力吸引游客到他们的国家拥有丰富的传统产品。位于同一地理区域，马来西亚与其他东盟国家在长期的自然资源相似之处表现在旅游基础设施，文化，传统和热情好客等。虽然这些相似之处可以被看作是一个优势，但它们更象是一个障碍。正如古指出，“旅游产品，特别是在某一节日类型，如“阳光，大海和沙滩”具有相对可替代性，它建立了一个意义上的相似性以及竞争”。从70年代开始，马来西亚“热带风光的天堂”的形象日益流行，它也正在成为一个新的旅游目的地。只有让人们更好的认识这个形象，游客才会选择这里。否则，游客更感兴趣去夏威夷和巴厘岛。
作为一个努力逃避的邻居，马来西亚常常改变其旅游形象促进国外旅游发
5