1、标题SUSTAINABILITYANDLOCALTOURISMBRANDINGINENGLANDSSOUTHDOWNS原文THISPAPERREPORTSONASTAKEHOLDERCONSULTATIONEXERCISETHATEXAMINEDTHETOURISMINDUSTRYSPERCEPTIONOFDEVELOPINGALOCALTOURISMBRANDINGSCHEMEWITHINTHESOUTHDOWNSPROTECTEDAREASINSOUTHEASTENGLANDTHERESEARCHSHOWSTHATSUCHSCHEMESCOULDOFFERPOTENTIALBENEFITS
2、THATARERECOGNISABLEBYTHETOURISMINDUSTRY,WHILEHELPINGTOMEETTHESTATUTORYAIMSOFTHEPROTECTEDAREATHEPAPERRECORDSTHEPERCEPTIONSOFSMALLTOURISMBUSINESSES,THEIRFEARS,AWARENESSOFTOURISMIMPACTS,PERCEPTIONSOFSUSTAINABLETOURISMANDOFLOCALBRANDING,ANDKEYCRITERIACONNECTEDTOTHEFUTUREORGANISATIONOFALOCALTOURISMBRANDI
3、NGSCHEMETHECONCLUSIONLISTSTHERECOMMENDATIONSFORTHEIMPLEMENTATIONOFALOCALBRANDINGSCHEME,INCLUDINGGRASSROOTSSTAKEHOLDERCONSULTATIONTHATENCOURAGESOWNERSHIPANDPARTICIPATION,INSTITUTIONALFRAMEWORKSTHATSUPPORTCAPACITYBUILDINGANDTHEIMPORTANCEOFDEVELOPINGCOREVALUESWITHINALOCALBRANDDOI102167/JOST6520KEYWORDS
4、TOURISMBRANDING,PROTECTEDAREAS,SUSTAINABILITY,STAKEHOLDERCONSULTATION,SMALL/MEDIUMENTERPRISES,SOUTHDOWNSINTRODUCTIONITISWIDELYRECOGNISEDTHATTHEDEVELOPMENTOFSUSTAINABLETOURISMISESSENTIALTOTHEFUTUREOFBOTHTHETOURISMINDUSTRYANDTHEPROTECTEDAREASDEWHURSTCEBALLOSLASCURAIN,1996EAGLESETAL,2002EUROPARCFEDERAT
5、ION,2001INTERNATIONALUNIONFORCONSERVATIONOFNATURE,1994CONTEMPORARYTOURISMISCHARACTERISEDBYNUMEROUSCOLLABORATIVEINITIATIVESBETWEENDIFFERENTSTAKEHOLDERSTHATINCLUDEADIVERSERANGEOFGRASSROOTSANDINSTITUTIONALACTORSVERNONETAL,2005THEIMPORTANCEOFCOLLABORATIONANDPARTNERSHIPSFORACHIEVINGSUSTAINABLEDEVELOPMENT
6、WASARTICULATEDINTHE1987BRUNDTLANDREPORTANDSUBSEQUENTLYBECAMEENSHRINEDINLOCALAGENDA21INCREASINGAWARENESSOFTOURISMSENVIRONMENTALIMPACTSANDRECOGNITIONOFTHERESPONSIBILITYOFTOURISMBUSINESSESFORTHOSEIMPACTSHAVEBEENINUENTIALFACTORSINGROWINGSTAKEHOLDERPARTICIPATIONINTOURISMDEVELOPMENTBRAMWELLTHENATURALANDCU
7、LTURALHERITAGEHAVETOGETHERPRODUCEDADISTINCTIVERURALLANDSCAPEOFCHALKGRASSLAND,WHITECLIFFS,ROLLINGHILLSANDLOWLANDVALLEYSSINCE2000,THEUKGOVERNMENTHASBEENINTHEPROCESSOFINCREASINGTHEPROTECTIONOFTHEDOWNSFORFUTUREGENERATIONS,THROUGHANATIONALPARKDESIGNATIONPROCESSTHATISDUEFORCOMPLETIONBY2007THESOUTHDOWNSWIL
8、LTHENBETHENEARESTNATIONALPARKTOLONDONANDPOTENTIALLYSEEINCREASINGVISITORNUMBERSTOANAREATHATALREADYRECEIVES39MILLIONDAYVISITSAYEARCOUNTRYSIDEAGENCY,2004NATIONALPARKSTATUSSHOULDENSURETHEDEVELOPMENTOFATOURISMSTRATEGYFORTHEAREA,WHICHWILLHELPADDRESSMANYOFTHECHALLENGESRELATINGTOVISITORMANAGEMENT,ASWELLASOP
9、ENINGUPVARIOUSOPPORTUNITIESONESUCHOPPORTUNITYWOULDBETOUSETHESTRONGBRANDANDIDENTITYOFTHEPARKASTHEBASISFORATOURISMBRANDINGSCHEMEADAS,2001THEPURPOSEOFTHISPAPERISTOEXAMINETHEATTITUDESOFTHESOUTHDOWNSTOURISMINDUSTRYTOSUCHAPROPOSALANDTOREECTONTHENEEDFORPARTICIPATIONAMONGSTDIVERSESTAKEHOLDERSSPECICALLY,THIS
10、RESEARCHPROVIDESANOPPORTUNITYTOBROADENTHEUNDERSTANDINGOFTHERELATIONSHIPBETWEENTHETOURISMINDUSTRY,LOCALBRANDINGINITIATIVESANDSUSTAINABILITYTHERESEARCHALSOHASAPRACTICALOUTCOME,ASKEYNDINGSCOULDFEEDINTOTHEDEVELOPMENTANDIMPLEMENTATIONOFAPRACTICALSUSTAINABLETOURISMSCHEMEFORTHESOUTHDOWNSTOURISMBRANDING,SUS
11、TAINABILITYANDSMALL/MEDIUMBUSINESSESTHEUKETHICALMARKETFORGOODSANDSERVICESISNOWWORTHOVERANESTIMATED20BILLIONETHICALAGENCY,2004,AGROWINGTRENDTHATISREECTEDWORLDWIDEASTERMSSUCHASFAIRTRADE,ORGANICANDETHICALHAVEBECOMEMAINSTREAM,ITSEEMSINEVITABLETHATCHANGINGCONSUMERTASTESSHOULDALSOAFFECTTHETOURISMINDUSTRYG
12、OODWINHONEY,2002KRIPPENDORF,2001SWARBROOKETEARFUND,2002WHEATER,1999YET,WHILETHECOMMERCIALADVANTAGESOFMEETINGTHENEEDSOFTHISGROWINGMARKETHAVEBECOMEINCREASINGLYRECOGNISEDBYLARGERTOURISMBUSINESSES,ITHASBECOMEAPPARENTTHATSMALLANDMEDIUMENTERPRISESSMESSUCHASTHOSEINTHESOUTHDOWNSARELESSAWAREOFTHESEOPPORTUNIT
13、IESCARLSENETAL,2001DEPARTMENTFORCULTURE,MEDIAANDSPORT,1998,2000GOODWINHOBSONNATIONALCONSUMERCOUNCIL,1997VERNONETAL,2003INTHEUK,ONEWAYOFRESPONDINGTOTHECHALLENGEOFSUSTAINABLETOURISMINPROTECTEDAREASHASBEENTHEDEVELOPMENTOFTOURISMBRANDINGSCHEMESASAPRACTICALSOLUTIONTOENGAGESMESWHILEMEETINGTHENEEDSOFAGROWI
14、NGNUMBEROFTOURISTSWHOREQUIREABETTERQUALITYANDMORERESPONSIBLETOURISMEXPERIENCECOUNTRYSIDEAGENCY,1999,2001DEPARTMENTFORCULTURE,MEDIAANDSPORT,2000ENGLISHTOURISMCOUNCIL,2001AENGLISHTOURISTBOARD,1998BRANDINGSCHEMESFORMPARTOFALARGEFAMILYOFENVIRONMENTALSCHEMESTHATAREINOPERATIONWORLDWIDE,ANDCANINVOLVECERTIC
15、ATION,ACCREDITATION,ECOLABELLINGANDBENCHMARKINGFONT,2002HOWEVER,SUCHSCHEMESHAVERECEIVEDCRITICISMFORBEINGPUBLICSECTORLEDINITIATIVESWITHLITTLEORNOPRIVATESECTORINVOLVEMENTINTHEIRDEVELOPMENTANDIMPLEMENTATIONFURTHER,THEYOFTENCAUSECONFUSIONFORCONSUMERSANDINDUSTRYALIKE,PARTICULARLYWITHREGARDTOTHEMEANINGAND
16、SIGNICANCEOFTHEBRANDINGACCREDITATIONATELJEVICBRAMWELLSTEVENS,2002VERNONETAL,2005WORLDWILDLIFEFUND,2000THUS,THISTRADITIONALTOPDOWNAPPROACHISGENERALLYCONSIDEREDTOBEINEFCIENTWITHPREVIOUSINITIATIVESINTHEUK,SUCHASTHEGREENAUDITKITSCHEME,FAILINGTOMAXIMIZEINDUSTRYTAKEUPSOMESCHEMES,SUCHASTHEEUROPEWIDEGREENTO
17、URISMBUSINESSSCHEME,AREFAILINGTOADDRESSFULLYTHETHREEASPECTSOFSUSTAINABLEDEVELOPMENT,FOCUSINGMAINLYONTHEENVIRONMENTFONT,2002VERNONETAL,2005POLICYMAKERSARENOWCONSIDERINGMOREINCLUSIVEFORMSOFGOVERNANCEBASEDONABOTTOMUPAPPROACHTHATFOSTERSINVOLVEMENTWITHARANGEOFDIFFERENTSTAKEHOLDERSBRAMWELLBRAMWELLVERNONET
18、AL,2005WITHREGARDTOBRANDINGDESTINATIONS,STUDIESHAVETENDEDTOCONCENTRATEONTHEFORMULATIONANDPRESENTATIONOFBRANDIMAGESANDMESSAGESWHILENEGLECTINGMANYSOCIALANDCULTURALISSUESEMBEDDEDINTHEBRANDINGEXERCISEDREDGEOOI,2004ALTHOUGHDESTINATIONIMAGEISAWIDELYRESEARCHEDTOPIC,LESSISKNOWNABOUTTHEAPPLICATIONOFBRANDPERS
19、ONALITYTOTOURISMHOSANYETAL,2006ANDTHEMOSTAPPROPRIATEMANAGEMENTTECHNIQUESNEEDEDTOFACILITATEAMULTISTAKEHOLDERTOURISMBRANDINGINITIATIVETOMAXIMISETHECHANCEOFABRANDINGEXERCISEMAKINGAPOSITIVECONTRIBUTIONTOTHESUSTAINABLEDEVELOPMENTOFADESTINATION,ANUNDERSTANDINGOFTHEMOTIVATIONSANDAWARENESSOFSMESWITHRESPECTT
20、OSUSTAINABILITYARECRUCIALTHISISSUERAISESIMPORTANTQUESTIONS,FORINSTANCEWHATPRIORITIESDRIVETHEIRBUSINESSDECISIONSWHATISTHEAWARENESSCONCERNINGTHEIMPACTSOFTOURISMHOWDOBUSINESSESUNDERSTANDTHECONCEPTOFSUSTAINABLETOURISMWHOOWNSTHETOURISMBRANDBEINGDEVELOPEDHOWISTHEBRANDIDENTITYDEVELOPEDWHATGEOGRAPHICAREACOU
21、LDTHEBRANDCOVERWHATTYPEOFSUSTAINABILITYISBEINGPROMULGATEDHOWDOGRASSROOTSINTERESTSMESHWITHTOPDOWNGOVERNANCEHOWSHOULDMONITORINGANDEVALUATIONTAKEPLACEACLEARUNDERSTANDINGISTHEREFORENEEDEDOFTHEPRIORITIESOFSMALLTOURISMBUSINESSESANDHOWTHOSEPRIORITIESMIGHTINTERSECTWITHTHEMOREGENERALSUSTAINABLEDEVELOPMENTAGE
22、NDATHEIDEAOFTRYINGTOUSEALOCALTOURISMBRANDAPPROACHTOENHANCETHESUSTAINABILITYOFADESTINATIONALSORAISESIMPORTANTCONCEPTUALISSUESCONCERNINGIDEOLOGYANDMARKETINGBRANDINGANDMARKETINGSTRATEGIESCANBEPOWERFULTOOLSINWHICHTHESOCIALCONSTRUCTIONOFPLACECANBEMANIPULATEDSOTHATTHECONCEPTOFSUSTAINABILITYISRECOGNISEDASA
23、DDINGCOMPETITIVEADVANTAGEPRITCHARDANDMORGAN2001BELIEVETHATINORDERTOPROVIDEAMORECRITICALFRAMEWORKFORUNDERSTANDINGTOURISM,THEANALYSISOFTOURISMREPRESENTATIONSSHOULDINCLUDEADISCUSSIONOFTHERELATIONSHIPBETWEENMARKETINGANDIDEOLOGYTHISSUGGESTIONCANBEAPPLIEDTOLOCALTOURISMBRANDINGTHEREISNOCOMMONLYACCEPTEDDENI
24、TIONOFSUSTAINABLEDEVELOPMENTITISWELLKNOWNTHATDIFFERENTACTORSGOVERNMENT,INDUSTRY,CONSERVATIONGROUPS,ENVIRONMENTALGROUPSWILLUSETHECONCEPTINDIFFERENTWAYSTOFURTHERTHEIROWNAGENDASINTHEDEVELOPMENTOFALOCALBRAND,STAKEHOLDERSBUYINTOACOMMONIDEOLOGYTHATINCLUDESTHESTANDARDSTOBEADHEREDTOINTHISSTUDYWEBEGINTOEXPLO
25、RETHISTANGLEDWEBOFIDEASBYCONSIDERINGHOWTHEPRIORITIESOFTOURISMBUSINESSESAREINUECEDBYTHESUSTAINABILITYAGENDAANDWHETHERIDEOLOGICALLYADESTINATIONBRANDINGSTRATEGYINCORPORATINGCORESUSTAINABILITYIDEASWOULDBEWELCOMEDORREJECTEDWITHINTHETOURISMINDUSTRY,ANUNDERSTANDINGOFSMESISANIMPORTANTCOMPONENTINDELIVERINGAM
26、ORESUSTAINABLEFUTURESMESAREFUNDAMENTALLYDIFFERENTFROMTHEIRLARGERCOUNTERPARTS,ANDREPRESENTAHETEROGENEOUSGROUPWHEREACCESSTORESOURCES,MOTIVATIONSOFOWNERS,ANDLINKSTOLOCALNETWORKSALLINUENCEHOWABUSINESSISRUNYETRELATIVELYLITTLEISKNOWNABOUTTHEFACTORSTHATINUENCETHEOPERATIONOFSMESINAREVIEWOFTHELITERATURE,DEWH
27、URSTANDTHOMAS2003SUGGESTTHATMANYSMALLTOURISMRMSDONOTSEETHEIMPORTANCEOFIMPLEMENTINGMOREENVIRONMENTALLYSOUNDPRACTICESFURTHERMORE,SUCHBUSINESSESAREQUALITATIVELYDIFFERENTFROMLARGERMS,WHICHMIGHTHELPTOEXPLAINWHYFORSYTH1995,INASTUDYOFTHEUKOUTGOINGTOURISMINDUSTRY,FOUNDTHATMANYCOMPANIESDIDRECOGNISETHECOMMERC
28、IALBENETOFSUSTAINABLETOURISMPRACTICEALTHOUGHTHERESPONSIBILITYFORSUSTAINABLEDEVELOPMENTWASDEFERREDTOTHEHOSTGOVERNMENTDEWHURSTANDTHOMAS2003386SUMMARISEARANGEOFFACTORSTHATMIGHTHAVEPOTENTIALINUENCESONSMESTHESEINCLUDEPERSONALVALUESANDBELIEFSSECTORALCONTEXTCOMMERCIALINUENCESINTERNAL/EXTERNALUNDERSTANDINGA
29、NDAWARENESSOFTHEACTIONREQUIREDPERCEPTIONOFENVIRONMENTALIMPERATIVES,ANDACTIONS/ATTITUDESOFOTHERSDEWHURSTANDTHOMAS2003WEREABLETOIDENTIFYTHREEGROUPSOFRMSBASEDONTHEIRATTITUDESANDBEHAVIOURTHESEWEREUNCONVINCEDMINORPARTICIPANTS,ANTIGREENPRAGMATISTSANDCOMMITTEDACTORSTHEIRRESEARCHPOINTSTOTHEHETEROGENEITYTHAT
30、EXISTSWITHINSMESANDTHERANGEOFMOTIVATIONALFACTORS,BOTHCOMMERCIALANDNONCOMMERCIAL,THATMIGHTINUENCEBUSINESSDECISIONSSMESAREPARTOFAMUCHWIDERSOCIAL/ECONOMICNETWORKTHATEXERTSINUENCESONTHEIROPERATIONSTHEYALSOHAVECAPACITYNEEDSFORINSTANCE,MOVINGTOWARDSMORESUSTAINABLEPRACTICESREQUIRESFACILITIESANDINFRASTRUCTU
31、RETYPICALLYSUPPLIEDBYTHEPUBLICSECTORTOBEINPLACETOPROVIDENECESSARYSUPPORTASHUNTER1995,1997POINTSOUT,SUSTAINABLETOURISMISREALLYASUBSETOFTHEBROADERSUSTAINABLEDEVELOPMENTAGENDAASARESULT,ITISTOBEEXPECTEDTHATTHESUCCESSORFAILUREOFGRASSROOTSINITIATIVESWILLBEGREATLYIMPACTEDBYTOPDOWNPOLICIESACTINGWITHINAPARTI
32、CULARAREAFOREXAMPLE,PROVISIONOFEFCIENTPUBLICTRANSPORT,RECYCLINGSERVICEANDTAXINCENTIVESFORECOFRIENDLYPRACTICESLOCALTOURISMBRANDINGISONETOPDOWNINITIATIVETHATCANPOTENTIALLYDRAWTOGETHERANETWORKOFGRASSROOTSACTIVITIESTHISISATECHNIQUETHATCANBEUSEDTOTRYTOINCREASETHESALEOFLOCALTOURISMPRODUCTSANDSERVICESBYBRA
33、NDINGTHEMUNDERALOCAL,ORPERHAPSREGIONAL,SCHEMEANDSTRESSESTHESPECIALVALUESOFTHOSEPRODUCTSANDSERVICESSUBSCRIBINGTOTHELOCALBRANDBRINGSWITHITGUARANTEEDQUALITYSTANDARDSANDENHANCEDMARKETRECOGNITIONINOTHERUKINDUSTRYSECTORS,LINKINGLOCALORREGIONALBRANDINGTOPLACESISACOMMONMARKETINGTECHNIQUEEMPLOYEDTOPROMOTELOC
34、ALSUSTAINABLEDEVELOPMENTFOREXAMPLE,INTHESOUTHEASTOFENGLAND,LOCALBUSINESSESCANPARTICIPATEINKENTISHFARE,ASCHEMEDESIGNEDTORAISETHEPROLEOFQUALITYLOCALFOODS,WHILSTOFFERINGARANGEOFBENETSINCLUDINGREDUCEDFOODMILES,LOCALECONOMICGROWTH,ANDPROTECTIONOFTHERURALLANDSCAPESEEHTTP/WWWKENTISHFARECOUKIN2000,THEUKGOVE
35、RNMENTSCOUNTRYSIDEAGENCYLAUNCHEDEATTHEVIEW,ACAMPAIGNTHATRECOGNISESTHATTHEPRODUCTSPROCESSEDANDMARKETEDLOCALLYCANSIGNICANTLYCONTRIBUTETOECONOMICALLYVIABLESUSTAINABLELANDMANAGEMENTSYSTEMSSEEHTTP/COUNTRYSIDEGOVUKTHEIMPORTANCEOFLOCALPURCHASINGISALSOIDENTIEDINNATIONALANDINTERNATIONALTOURISMPROGRAMMESSUCHT
36、HENORTHDEVONTARKAPROJECTUK,THEGREENGLOBESCHEME,EUROPARCSSUSTAINABLETOURISMPROGRAMME,THEINTERNATIONALHOTELSENVIRONMENTINITIATIVEANDTHEHOTELANDCATERINGINTERNATIONALMANAGEMENTASSOCIATIONALTHOUGHTHEREISMUCHACTIVITYINVOLVINGLOCALBRANDING,THEREISCONSIDERABLYLESSRESEARCHTHATEXAMINESTHEFACTORSTHATMIGHTINUEN
37、CETHECREATIONOFASUCCESSFULLOCALTOURISMBRANDINGEXERCISE出处MELANIEWOODLAND,TGACOTTSUSTAINABILITYANDLOCALTOURISMBRANDINGINENGLANDSSOUTHDOWNSJJOURNALOFSUSTAINABLTOURISMVOL15,NO6,2007PP715734标题英格兰南部丘陵地方旅游品牌的可持续发展译文本文作了一个关于利益相关者咨询的报告，其调查了旅游行业发展当地旅游品牌的能力，同时结合开发位于英格兰东南部的南部丘陵保护区的方案。研究表明，这个方案可以提供潜在利益并且被旅游业认可，同
38、时还可以帮助保护区实现法定目标。本文记录了小型旅游企业的观念，他们担心自己缺乏对旅游影响的认知，缺乏旅游可持续发展的观点和区域性品牌的意识，还有就是一个地方旅游品牌的未来组织计划所需的关键条件。结论列出了一个本地品牌计划的实施的建议，包括基层利益相关者磋商，鼓励拥有所有权和参股，制定体制框架来支持能力建构，和树立地方品牌的核心价值观的重要性。关键词旅游品牌，保护区，可持续发展，利益相关者协商小型/中小型企业，南部丘陵介绍人们普遍认为,实现旅游业的可持续发展对旅游行业和保护区的未来是非常重要的DEWHURSTCEBALLOSLASCURAIN,1996EAGLES等人2002EUROPARCFE
39、DERATION,2001国际大自然保护联盟1994。当代旅游业的特征是由众多不同利益相关者之间的积极合作组成,它包括不同范围的基层和公众角色VERNON等人,2005。合作的重要性和合作伙伴的可持续发展已经在1987年的布伦特兰报告中明确指出，并且随后被载入地方议程21。越来越多的人意识到旅游业对环境的冲击和重视旅游行业的责任，那些日利益相关者参与旅游开发已经成为一种环境的影响因数BRAMWELLHONEY,2002KRIPPENDORF,2001SWARBROOKETEARFUND,2002WHEATER,1999。然而，当满足这一日益增长的市场需要的商业优势已受到旅游企业越来越多的认可，
40、它显然已成为中小型企业（SME）如南部丘陵所缺乏的机会意识CARLSEN等人,2001文化部门,媒体和体育,1988，2000GOODWINHOBSON国家消费者协会,1997VERNON等人2003。在英国,对旅游可持续发展的挑战的反应就是保护区已经开发旅游品牌方案，当作中小企业的一个实际解决方法从而满足越来越多的需要高质量和更负责的体验的旅客乡村机构,1999,2001文化部门,媒体和体育,2000英国旅游协会，2001A英国旅游局,1998品牌推广计划组成了全球性的环保计划大家庭的一部分，并且涉及认证，生态标签和基准FONT,2002。然而，这些计划已经收到了批评，因为只有公共部门而几乎
41、没有私营机构参与发展和实施。进一步说，他们通常会导致消费者和相似行业的混乱，特别指出品牌认可的意义和重要性ATELJEVICBRAMWELLSTEVENS,2002VERNON等人,2005世界自然基金会,2000。因此，这种传统的自上而下的方法的英国先前计划中通常被认为是低效的，如绿色审计计划，未能最大限度地发挥产业效用。如在欧洲范围内的绿色旅游商业计都未能充分解决三个可持续发展方面，主要集中在环境上FONT,2002VERNON等人2005。决策者正在考虑更具包容性的管理方式，并且以培一系列利益相关者参与的自下而上的方法为基础BRAMWELLBRAMWELLVERNON等人,2005关于品
42、牌目的地，研究往往专注于构想、品牌形象和信息，而忽视了许多社会和文化的问题中嵌入品牌运动DREDGEOOI,2004虽然旅游目的地形象是一个被广泛研究的课题，却对旅游业的品牌个性的应用知之甚少HOSANY等人,2006，还有最适当的管理技巧需要促进多方利益相关者的旅游品牌的倡议。为了最大限度地利用品牌运动化对一个目标的可持续发展作出的积极贡献，对中小型企业的动机和可持续发展方面的意识的理解也是是至关重要的。这个问题提出质疑，例如什么优先权驾驭了他们的商业决策什么意识影响了旅游业企业怎样理解旅游业的可持续发展谁拥有成熟的旅游品牌品牌标识怎样发展的什么品牌的地理区域可以涵盖什么类型的可持续发展政策
43、正在出台如何自上而下的治理基层利益网应该如何监测和评价活动需要清楚的了解小型旅游企业的优先权的需要和如何将这些优先权与可持续发展议程相结合。本构想试图用一个地方旅游品牌的途径来提高目标的可持续发展性，同时提出了关于意识形态和市场营销的重要概念问题。品牌推广与营销策略就是强有力的工具执行整个社会建设的操作，因此可持续发展的观念被认为是增强竞争优势。PRITCHARD和MORGAN2001认为，为了提供一个了解旅游业的重要框架，旅游业现状分析应包括对市场营销和意识形态之间的关系的讨论。这项建议可应用于当地的旅游品牌。现在还没有普遍接受可持续发展的定义。众所周知，不同的角色（政府，产业，环保团体，环
44、保团体）都以不同方式的概念促进他们自己的议程。在发展中的一个本土品牌，利益相关者加入同一意识形态即需要坚持的标准。在这项研究中，我们开始探索这个错综复杂的问题，考虑旅游业优先考虑的事是怎样受到可持续发展议程影响的，还有在意识形态上，目标品牌战略加入可持续发展的核心思想是否会被接受或者被拒绝。在旅游行业中，中小企业的理解是未来可持续发展的重要组成部分。中小企业从根本上不同于比它们更大的同行，并代表了不均衡的团体，其中，资源的远近、业主的动机和区域网络的链接都影响了商业的运作。然而，对相关因数知之甚少影响了中小企业的运作。回顾文献，DEWHURST和THOMAS2003提出，许多小旅游企业没有看到
45、环保工程的重要性。此外，这些企业与大型企业的性质不同，它有助于解释为什么FORSYTH1995在一项英国境外旅游行业的研究中发现很多公司已经认识到旅游业可持续发展的商业利益，虽然为可持续发展所负的责任需要听从所在地政府。DEWHURST和THOMAS2003386总结可能对中小企业有着潜在影响的一系列因素。它们包括个人的价值观和信仰行业背景（内部/外部）的商业影响理解和必要行动的认知知觉的环境需要行动/别人的态度。DEWHURST和THOMAS2003能够以三个公司群体的态度和行为基础去鉴定它们。这些是不服气的小学员，反对绿色实用主义者和忠诚的角色。他们的研究指出,中小型企业的激励因素的范围存
46、在非均衡性，商业和非商业都可能会影响商业决策。中小企业是一个更为广泛的社会或经济网络，并且发影响着它们的运营。它们同时也有对能力的需要。例如，向更具可持续实践需要的设施和基础设施（通常由公共部门提供）前进，它们的到位可以提供必要的支持。就像HUNTER1995,1997指出，旅游业可持续发展是广泛的可持续发展议程的一部分。因此,可以料想,基层措施的成功或失败将会很大程度上受到自上而下的特定区域的政策影响（例如，高效的公共交通，回收服务和为环保理念提供税务优惠）。地方旅游品牌是一个自上而下的举措，它有可能聚拢基层活动网络。这是一个技术，它能增加地方旅游产品的销售量并且根据当地的品牌，或者局部的计
47、划，并强调这些产品和服务的特殊价值。签署的本地品牌带来了质量保证标准和增强了市场的认可。在英国其他行业领域，将地方或区域品牌一体化是一种常见的营销技巧，可以用来促进当地的可持续发展。例如，在英格兰东南部，当地企业可以参与制定肯特州的价格，旨在提高当地食品的质量，同时提供了一系列福利，包括减少食物里程，地方经济增长和保护乡村景色参考HTTP/WWWKENTISHFARECOUK。2000年，英国政府的乡村机构推出的食品加工视图，是一个关于认识产品加工和本地市场交易能大大促进经济并且使土地管理制度可持续发展的活动参考HTTP/COUNTRYSIDEGOVUK当地采购的重要性也在国内和国际旅游业项目中被认可，例如北德文郡的塔卡项目（英国），绿色地球计划，欧洲可持续旅游计划，国际酒店环境倡议及餐饮业国际管理协会。虽然有很多活动涉及到地方品牌推广，但是相当少的研究会去探讨可能影响一个成功的地方旅游品牌发展的因素。出处MELANIEWOODLAND,TGACOTT英格兰南部丘陵地方旅游品牌的可持续发展J可持续旅游期刊，2007，15（6）P715734三、指导教师评语建议成绩签字年月日
