剑桥雅思13Test1Passage1阅读原文翻译CaseStudy:TourismNewZeala[…]
剑桥雅思13Test1Passage1阅读原文翻译CaseStudy:TourismNewZealandwebsite
第1段
新西兰是一个拥有四百万居民的小型国家。它与世界上所有的主要游客市场都隔着一场漫长而艰苦的飞行。目前，旅游业占该国国内生产总值的9%，并且是其最大的出口行业。与其他制造产品然后卖向国外的出口行业不同，旅游业将顾客带到新西兰。其产品是国家自身-其人民，地点和相应的体验。1999年，新西兰旅游业发起了一项活动，向世界传达其崭新的品牌定位。该活动将重点放在新西兰美丽的风景，激动人心的户外活动，以及原汁原味的毛利文化上。它使得新西兰成为世界上最强有力的国家品牌之一。
第2段
Akeyfeatureofthecampaignwasthewebsitewww.newzealand.com,whichprovidedpotentialvisitorstoNewZealandwithasinglegatewaytoeverythingthedestinationhadtooffer.Theheartofthewebsitewasadatabaseoftourismservicesoperators,boththosebasedinNewZealandandthosebasedabroadwhichofferedtourismservicestothecountry.Anytourism-relatedbusinesscouldbelistedbyfillinginasimpleform.Thismeantthateventhesmallestbedandbreakfastaddressorspecialistactivityprovidercouldgainawebpresencewithaccesstoanaudienceoflong-haulvisitors.Inaddition,becauseparticipatingbusinesseswereabletoupdatethedetailstheygaveonaregularbasis,theinformationprovidedremainedaccurate.Andtomaintainandimprovestandards,TourismNewZealandorganisedaschemewherebyorganisationsappearingonthewebsiteunderwentanindependentevaluationagainstasetofagreednationalstandardsofquality.Aspartofthis,theeffectofeachbusinessontheenvironmentwasconsidered.
第3段
TocommunicatetheNewZealandexperience,thesitealsocarriedfeaturesrelatingtofamouspeopleandplaces.OneofthemostpopularwasaninterviewwithformerNewZealandAllBlacksrugbycaptainTanaUmaga.AnotherfeaturethatattractedalotofattentionwasaninteractivejourneythroughanumberofthelocationschosenforblockbusterfilmswhichhadmadeuseofNewZealand’sstunningsceneryasabackdrop.Asthesitedeveloped,additionalfeatureswereaddedtohelpindependenttravellersdevisetheirowncustomiseditineraries.Tomakeiteasiertoplanmotoringholidays,thesitecataloguedthemostpopulardrivingroutesinthecountry,highlightingdifferentroutesaccordingtotheseasonandindicatingdistancesandtimes.
第4段
Later,aTravelPlannerfeaturewasadded,whichallowedvisitorstoclickand‘bookmark’placesorattractionstheywereinterestedin,andthenviewtheresultsonamap.TheTravelPlannerofferedsuggestedroutesandpublictransportoptionsbetweenthechosenlocations.Therewerealsolinkstoaccommodationinthearea.Byregisteringwiththewebsite,userscouldsavetheirTravelPlanandreturntoitlater,orprintitouttotakeonthevisit.Thewebsitealsohada‘YourWords’sectionwhereanyonecouldsubmitablogoftheirNewZealandtravelsforpossibleinclusiononthewebsite.
第5段
TheTourismNewZealandwebsitewontwoWebbyawardsforonlineachievementandinnovation.Moreimportantlyperhaps,thegrowthoftourismtoNewZealandwasimpressive.Overalltourismexpenditureincreasedbyanaverageof6.9%peryearbetween1999and2004.FromBritain,visitstoNewZealandgrewatanaverageannualrateof13%between2002and2006,comparedtoarateof4%overallforBritishvisitsabroad.
新西兰旅游网站因其在线上所获得的成就和创新而赢得过两次Webby奖。也许更重要的还在于，新西兰旅游业的增长令人赞叹。整体旅游支出在1999年到2004年之间平均每年增长6.9%。仅从英国一地，从2002年到2006年，前往新西兰旅游的游客数量就平均每年增长13%。而同期英国海外旅游的整体增长率只有4%。
第6段
Thewebsitewassetuptoallowbothindividualsandtravelorganisationstocreateitinerariesandtravelpackagestosuittheirownneedsandinterests.Onthewebsite,visitorscansearchforactivitiesnotsolelybygeographicallocation,butalsobytheparticularnatureoftheactivity.Thisisimportantasresearchshowsthatactivitiesarethekeydriverofvisitorsatisfaction,contributing74%tovisitorsatisfaction,whiletransportandaccommodationaccountfortheremaining26%.Themoreactivitiesthatvisitorsundertake,themoresatisfiedtheywillbe.Ithasalsobeenfoundthatvisitorsenjoyculturalactivitiesmostwhentheyareinteractive,suchasvisitingamarae(meetingground)tolearnabouttraditionalMaorilife.Manylong-haultravellersenjoysuchlearningexperiences,whichprovidethemwithstoriestotakehometotheirfriendsandfamily.Inaddition,itappearsthatvisitorstoNewZealanddon’twanttobe‘oneofthecrowd’andfindactivitiesthatinvolveonlyafewpeoplemorespecialandmeaningful.
第7段
有人可能会认为新西兰并非典型的度假目的地。它是一个小国家，游客经济主要由小型商家所构成。人们普遍将其视为一个安全的、说英语的国家，有着可靠的交通基础设施。由于长途飞行，大多数游客都会待的更久一些（平均20天），并且要想尽可多的看看这个国家，因为他们通常将这视为一场“一生一次”的旅行。然而，其旅游业兴旺发达背后的原因却适用于任何其他地方：强有力品牌的效应，基于独特体验的战略，以及一个全面且对用户友好的网站。