旅游专业外文翻旅游市场营销伦理角色.docVIP

外文资料： The role of ethics in tourism marketing Marion Wheeler The role of tourism marketing revolves around the creation of awareness of the nature of a tourist resource and creation of the destinations image. The role of marketing in the process of tourism development has historically been the promotion of destinations in order to attract an even greater number of tourists (Ryan, 1991b). The perception and image of a zone becomes part of the perceptual process of the tourist which leads to the formation of sets of expectation and which in turn help shape behavior while at the resort. This perception of the destination′s image and tourist experience, the intangible aspect, is created through the use of brochures. Thus, the brochure becomes the tangible way to sell the experience. Brochure locations are always happy, sunny, clean, non-crowded and populated by beautiful people and happy natives. Dilley (1986) has analysed the imagery portrayed in tourist brochures and demonstrated that the content is mostly scenery, hotels, beaches and swimming areas and to a lesser degree people, locals only posing as happy, welcoming, clean and non-threatening, never hungry, homeless or resentful.Its purpose is to create awareness of the tourist place in the mind of the potential tourist but also has responsibility to ensure that the image is consistent with reality and introduces no product violations. Geshekter (1988)found evidence to the contrary. Quoting from travel brochures, he found that exactly the same wording was used to describe two totally different African countries, Gambia and Kenya.It is likely, however, that such brochures reinforce the images people already have of potential destination areas; they show sun, beaches, palm trees in a destination, rather than create images. Thus, brochures have two functions. First, to reinforce images and expectations (warmth, sun, safety, comfort) and, second, to make a particular area, or in the case of tour operators, to make their