首页
登录
职称英语
You should spend about 20 minutes on Questions 1—13, which are based on Reading
You should spend about 20 minutes on Questions 1—13, which are based on Reading
游客
2024-01-08
4
管理
问题
You should spend about 20 minutes on Questions 1—13, which are based on Reading Passage 1 below.
Case Study: Tourism New Zealand website
New Zealand is a small country of four million inhabitants, a long-haul flight from all the major tourist-generating markets of the world. Tourism currently makes up 9% of the country’s gross domestic product, and is the country’s largest export sector. Unlike other export sectors, which make products and then sell them overseas, tourism brings its customers to New Zealand. The product is the country itself - the people, the places and the experiences. In 1999, Tourism New Zealand launched a campaign to communicate a new brand position to the world. The campaign focused on New Zealand’s scenic beauty, exhilarating outdoor activities and authentic Maori culture, and it made New Zealand one of the strongest national brands in the world.
A key feature of the campaign was the website www.newzealand.com, which provided potential visitors to New Zealand with a single gateway to everything the destination had to offer. The heart of the website was a database of tourism services operators, both those based in New Zealand and those based abroad which offered tourism services to the country. Any tourism-related business could be listed by filling in a simple form. This meant that even the smallest bed and breakfast address or specialist activity provider could gain a web presence with access to an audience of long-haul visitors. In addition, because participating businesses were able to update the details they gave on a regular basis, the information provided remained accurate. And to maintain and improve standards, Tourism New Zealand organised a scheme whereby organisations appearing on the website underwent an independent evaluation against a set of agreed national standards of quality. As part of this, the effect of each business on the environment was considered.
To communicate the New Zealand experience, the site also carried features relating to famous people and places. One of the most popular was an interview with former New Zealand All Blacks rugby captain Tana Umaga. Another feature that attracted a lot of attention was an interactive journey through a number of the locations chosen for blockbuster films which had made use of New Zealand’s stunning scenery as a backdrop. As the site developed, additional features were added to help independent travellers devise their own customised itineraries. To make it easier to plan motoring holidays, the site catalogued the most popular driving routes in the country, highlighting different routes according to the season and indicating distances and times.
Later, a Travel Planner feature was added, which allowed visitors to click and ’bookmark’ places or attractions they were interested in, and then view the results on a map. The Travel Planner offered suggested routes and public transport options between the chosen locations. There were also links to accommodation in the area. By registering with the website, users could save their Travel Plan and return to it later, or print it out to take on the visit. The website also had a ’Your Words’ section where anyone could submit a blog of their New Zealand travels for possible inclusion on the website.
The Tourism New Zealand website won two Webby awards for online achievement and innovation. More importantly perhaps, the growth of tourism to New Zealand was impressive. Overall tourism expenditure increased by an average of 6.9% per year between 1999 and 2004. From Britain, visits to New Zealand grew at an average annual rate of 13% between 2002 and 2006, compared to a rate of 4% overall for British visits abroad.
The website was set up to allow both individuals and travel organisations to create itineraries and travel packages to suit their own needs and interests. On the website, visitors can search for activities not solely by geographical location, but also by the particular nature of the activity. This is important as research shows that activities are the key driver of visitor satisfaction, contributing 74% to visitor satisfaction, while transport and accommodation account for the remaining 26%. The more activities that visitors undertake, the more satisfied they will be. It has also been found that visitors enjoy cultural activities most when they are interactive, such as visiting a marae (meeting ground) to learn about traditional Maori life. Many long-haul travellers enjoy such learning experiences, which provide them with stories to take home to their friends and family. In addition, it appears that visitors to New Zealand don’t want to be ’one of the crowd’ and find activities that involve only a few people more special and meaningful.
It could be argued that New Zealand is not a typical destination. New Zealand is a small country with a visitor economy composed mainly of small businesses. It is generally perceived as a safe English-speaking country with a reliable transport infrastructure. Because of the long-haul flight, most visitors stay for longer (average 20 days) and want to see as much of the country as possible on what is often seen as a once-in-a-lifetime visit. However, the underlying lessons apply anywhere - the effectiveness of a strong brand, a strategy based on unique experiences and a comprehensive and user-friendly website.
Questions 1-7
Complete the table below.
Choose ONE WORD ONLY from the passage for each answer.
Write your answers in boxes 1-7 on your answer sheet.
[br]
选项
答案
season
解析
题目:会因……而改变。从属于路线信息,空白处词性为名词;文中提到不同的路线会因为不同季节而标注;题干depending on是原文according to的改写。因此答案为season。
转载请注明原文地址:https://tihaiku.com/zcyy/3343129.html
相关试题推荐
Questions1-8ReadingPassage1hassevenparagraphsA-H.Fromthelistofheadi
Questions1-8ReadingPassage1hassevenparagraphsA-H.Fromthelistofheadi
Questions14-17Thetexthas8paragraphs(A-H).Whichparagraphdoeseachofth
Questions14-17Thetexthas8paragraphs(A-H).Whichparagraphdoeseachofth
Questions14-17Thetexthas8paragraphs(A-H).Whichparagraphdoeseachofth
Questions14-17Thetexthas8paragraphs(A-H).Whichparagraphdoeseachofth
Questions14-17Thetexthas8paragraphs(A-H).Whichparagraphdoeseachofth
Questions14-17Thetexthas8paragraphs(A-H).Whichparagraphdoeseachofth
Questions14-17Thetexthas8paragraphs(A-H).Whichparagraphdoeseachofth
Questions1-4Thetexthas5paragraphs(A-E).Whichparagraphcontainseachof
随机试题
Forsomeeducators,thereisnothingwrongwithfunandgames.Agroupcalle
在监造过程中,如发现、发生质量问题,监造人员应及时( )。A.通知制造商进行处
A.疏风清热,养血活血B.疏风除湿,通络止痛C.祛风化痰,通络止痉D.疏风止痛,
关于尿试带法检测酮体的叙述,错误的是A.与丙酮反应产生紫色 B.采用亚硝基铁氰
根据课程计划,以纲要的形式规定的各科教学内容和教学基本要求的指导性文件是()。A
影响货币工资的因素有()。A:货币工资率 B:工作时间长度 C:劳动
男性,26岁,腰腿痛1年,查体:脊柱侧凸畸形,直腿抬高试验及加强试验阳性,左小腿
下列关于车船税的税务处理方法,符合车船税法规定的有()。A.医院救护车免征车
对择优选择承建单位最有利的工程承发包模式是()。A.平行承发包模式 B.设计和
保温棉的进场复检指标有()。2015A.密度 B.绝热结构 C.含水率 D
最新回复
(
0
)