[雙語翻譯]旅游營銷外文翻譯--旅游營銷研究過去、現(xiàn)在與未來（節(jié)選）

1、1800 英文單詞， 英文單詞，1.1 萬英文字符，中文 萬英文字符，中文 3300 字文獻出處： 文獻出處：Dolnicar S, Ring A. Tourism marketing research: past, present and future.[J]. Annals of Tourism Research, 2014, 47:31-47.Tourism marketing research: Past, present an

2、d futureSara Dolnicar, Amata RingAbstractThis paper creates a Tourism Marketing Knowledge Grid and uses it as a framework for the review. The grid reveals that extant tourism marketing research has primarily focused on h

3、ow service promises are made and kept, and has mostly generated frame- works to improve managerial decision making or provided insights about associations between constructs. Strategic principles, underpinned by the unde

4、rstanding of cause-effect relationships, are rare. These findings point to exciting opportunities for future research, including increased attention on enabling promises made to tourists and development of strategic and

5、research principles; increased use of experimental, quasi-experimental and longitudinal research designs, as well as unstructured qualitative designs; and an increased focus on the study of actual behavior.Keywords: Tour

6、ism marketing; Marketing knowledge; Promise management ;Big data;Tourism marketing knowledge gridIntroductionOur review of articles published between 2008 and 2012 in the leading tourism journals indicates that 337 out o

7、f 1,088 articles (31%) cover marketing-related content. The Journal of Travel Research has published the highest proportion of tourism marketing research (49%), followed by Tourism Management (32%) and Annals of Tourism

8、Research (14%). But what is the contribution of these articles? Have all forms of marketing knowledge been adequately addressed? What type of marketing research methodology will best contribute to tourism marketing knowl

9、edge in the future? These questions stand at the center of the present review article.A framework of tourism marketing knowledge, the Tourism Marketing Knowledge Grid, is developed and used to both take stock of past tou

10、rism marketing research and develop a future research agenda. The grid classifies marketing-related tourism studies by content area (for example, research into destination image) and the form of knowledge (for example, a

11、ssociations between constructs).Content areas are based on Grönroos’ (2006) conceptualization of marketing as a process that consists of making, enabling, and keeping promises to consumers. Grönroos is one of m

12、any marketing scholars to have questioned traditional perspectives on marketing in recent decades. Grönroos proposes a clear definition of marketing which consists of three content areas, making it particularly suit

13、- able for classifying tourism marketing contributions.For the purpose of the grid, forms of knowledge are taken from Rossiter (2001, 2002) who postulates the existence of five categories of marketing knowledge: concepts

14、, structural frameworks, empirical generalizations, strategic principles and research principles. Rossiter’s is the only existing systematics of knowledge in marketing knowledge.The review of tourism marketing knowledge

15、is structured as follows: first, the two key constructs used in this review (marketing and marketing knowledge) are discussed and defined. Next, the Tourism Marketing Knowledge Grid is introduced. It combines marketing c

16、ontent areas and marketing knowledge areas and creates a framework for the review of tourism marketing segmentation (Smith, 1956), and the product life cycle (Wasson, 1960). Two other schools that remain relevant are the

17、 consumer behavior school of marketing, which focuses on the development of models of consumer behavior and relies heavily on psychological and sociolog- ical theories, and the exchange school, which views marketing as t

18、he exchange of economic values.Discussions about what marketing is continue. The school of relationship marketing (Sheth (2) customers may not always wish to engage in a relationship, so non-relationship based marketing

19、 continues to be important; (3) marketing cannot function effectively as one organizational unit, instead a customer-focus attitude needs to guide the activities of the entire organization; and (4) an organization’s mark

20、eting process consists of making promises to consumers, enabling such promises and fulfilling expectations that consumers develop based on the promises made.Grönroos’ definition applies to both tangible products and

21、 intangible services because a vacation is a promise (for example ‘‘a(chǎn)n action-packed adventure’’) which can be kept or not kept like a promise relating to a product (for example ‘‘a(chǎn)n immaculately clean floor’’ as a resul

22、t of using the ‘‘easy to use and super-quiet’’ vacuum cleaner).Grönroos’ promises management definition of marketing is adopted for the development of the Tourism Marketing Knowledge Grid. Knowledge generated throug

23、h tourism marketing research is therefore classified into the content areas of making, enabling or keeping a promise.What is marketing knowledge?Typical literature reviews focus on content, topic areas, or domains of app