河南科技大学经济与管理学院毕业论文
[18] 韦 瑾．关于旅游地形象重新定位和形象传播的探讨[J]．西南民族大学学报，2004，
（1）：355-359．
[19] 匡 林．目的地营销：统领中国旅游市场工作的主线索[J]．旅游学刊，2006，
（6）：5-6．
[20] 侯 越．从韩流看“影视表象”与“旅游地形象”的构筑[J]．旅游学刊，2006，
（2）：62-66．
[21] 赵晓燕．旅游目的地营销中应关注的几个问题[J]．北京联合大学学报，2008，
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河南科技大学经济与管理学院毕业论文
致 谢
至此论文完稿之际，感谢所有关心、支持和帮助我的老师、同学、朋友和家人。
首先，我要感谢我的指导老师鄢慧丽。在这篇论文选题、构思、拟定提纲、收集材料到写作的整个过程中，鄢老师付出了大量的心血，牺牲了许多宝贵的时间给予我悉心的指导，提出了许多中肯的意见和建议，鄢老师严谨务实的治学态度不仅使我在本文的写作过程中获益匪浅，而且更会使我终生受益。在此我衷心的感谢鄢老师，并祝福鄢老师生活更幸福、事业更成功。
其次，感谢上学期间所有的授课老师，是你们孜孜不倦的教海和无私的关怀使我增长了知识、开阔了视野。你们严谨的治学态度、渊博的学识给我留下了终生难忘的印象。同时，也感谢经济与管理学院的所有领导，是你们给我创造了良好的学习环境，在此，献上我衷心的感谢。
最后，感谢我的家人对我在学业上、生活上、精神上无私的支持和奉献。感谢在大学期间所有关心、支持我的同学们，特别感谢王欣宇、汤绸军、罗林勇对我完成论文的巨大帮助。
在今后的工作和学习中，我将倍加努力，以更加优异的成绩来报答所有关心我的人们。
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外文资料翻译—英文原文
IMAGE OF MALAYSIA AS A DESTINATION-A REVIEW
1. Introduction
The Sipadan hostage taking, the September 11 attack on the World Trade Center in New York, the Bali and Jakarta Bombings, the war on Iraq and the SARS outbreak at the end of 2002 through the middle part of 2003, among other things, have left a dent on the regional tourism sector. However, among the most recent disasters mentioned above, the outbreak of SARS has been the worst problem to hit the Asia-Pacific travel industry. As stressed by Frangialli, the secretary general of the World Tourism Organization, the region had to engage in crisis management to quickly ensure prospective tourists that it is a safe destination. In the case of Bali, despite reports that the island is making a come back into the global tourism map, it certainly takes years before the island can really convince its traditional markets, like Australians, Japanese and Singaporeans, that the island is really the place to visit.
Despite the fact that the majority of the countries situated in the Southeast Asian region are generally safe, travelers often opt for ?safer? destinations. The question here is when this region is no longer perceived to be ?safe?, then where can tourists go? While Southeast Asian governments continue to campaign that it is safe to travel in this region, travel market continues to take a cautious approach, and generally prefer to stay home or travel domestically. One of the underlying factors that raise the fear of traveling is the perception that the whole region is in trouble.
The decision to travel (or not to travel) to a particular destination is linked to our perception of that destination, thus an examination of that perception process may help us understand it and how we can change an individual?s perception of a destination in order to increase the likelihood of that individual?s visiting the destination. As suggested by the WTO (1983), the future demand of world travelers would be influenced by the growth in per capita income and major demographic changes in origin countries, foreign exchange rates, standard of living in destination countries and familiarity with the destinations.
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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
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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
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