劍橋雅思13test1passage1閱讀原文翻譯

劍橋雅思13test1passage1該篇閱讀主要講的是：新西蘭旅游網(wǎng)站，一共有7自然段，下面則是原文的每一段翻譯，一起來看看吧。

劍橋雅思13test1passage1閱讀原文翻譯

Case Study:Tourism New Zealand website案例研究：新西蘭旅游網(wǎng)站

第1自然段

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.

新西蘭是一個擁有四百萬居民的小型國家。它與世界上所有的主要游客市場都隔著一場漫長而艱苦的飛行。目前，旅游業(yè)占該國國內(nèi)生產(chǎn)總值的9%，并且是其最大的出口行業(yè)。與其他制造產(chǎn)品然后賣向國外的出口行業(yè)不同，旅游業(yè)將顧客帶到新西蘭。其產(chǎn)品是國家自身-其人民，地點和相應(yīng)的體驗。1999年，新西蘭旅游業(yè)發(fā)起了一項活動，向世界傳達(dá)其嶄新的品牌定位。該活動將重點放在新西蘭美麗的風(fēng)景，激動人心的戶外活動，以及原汁原味的毛利文化上。它使得新西蘭成為世界上最強(qiáng)有力的國家品牌之一。

第2自然段

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.

這場宣傳活動的主要特征在于“新西蘭旅游”網(wǎng)站。它為未來可能前往新西蘭的旅客提供了一個一站式的接口。在這里，他們可以找到目的地所能提供的一切。該網(wǎng)站的核心是各種旅游服務(wù)供給商所組成的數(shù)據(jù)庫。它們既包括新西蘭的本土商家，也包括雖然位于國外，但提供面向該國旅游服務(wù)的商家。任何旅游相關(guān)的經(jīng)營者只需填寫一張簡單的表格就能夠出現(xiàn)在網(wǎng)站上。這意味著即便是最小型的旅館和早餐商戶，或者某項專業(yè)活動的提供者都可以在網(wǎng)站上獲得一席之地，并接觸到遠(yuǎn)方的游客。除此之外，由于參與其中的商家能夠定期更新其放在網(wǎng)站上的各項細(xì)節(jié)，所以上面的信息一直都很準(zhǔn)確。為了維持并提升水準(zhǔn)，“新西蘭旅游”還安排了這樣一項方案，即網(wǎng)站上展示的組織機(jī)構(gòu)都必須按照一套共同認(rèn)可的國家質(zhì)量標(biāo)準(zhǔn)接受獨立評估。這其中就有每項商業(yè)活動對環(huán)境的影響。

第3自然段

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.

為了傳播新西蘭的旅游體驗，網(wǎng)站還推出了與名人和知名地點有關(guān)的特色介紹。其中最受歡迎的內(nèi)容之一是與新西蘭All Blacks橄欖球隊隊長Tana Umaga進(jìn)行的訪談。另外一個吸引了大量關(guān)注的特色內(nèi)容是一場互動式旅程。它穿越一系列將新西蘭令人目眩神迷的風(fēng)景選做背景的電影大片中曾經(jīng)出現(xiàn)過的地點。隨著網(wǎng)站的發(fā)展，其他特色被加入進(jìn)來，以幫助獨立的旅行者制定自己個性化的行程。為了使得規(guī)劃汽車旅行更為容易，網(wǎng)站還分類整理了新西蘭最受歡迎的自駕路線，并根據(jù)季節(jié)、所需時間和距離重點推薦不同的路線。

第4自然段

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.

隨后，網(wǎng)站又增加了“旅游規(guī)劃助手”功能。網(wǎng)站訪問者可以點擊并收藏他們感興趣的地方或景點，然后在地圖上查看結(jié)果?！奥糜我?guī)劃助手”會提供往來與各個選定地點之間的推薦路線和公共交通方式，以及對應(yīng)區(qū)域的住宿鏈接。在網(wǎng)站注冊之后，用戶可以保存他們的旅行計劃，并稍后返回查看，或者將它打印出來一路攜帶。網(wǎng)站還有一個“Your Words”板塊，任何人都可以把自己與新西蘭旅游相關(guān)的博客提交上來，它們可能會被網(wǎng)站收錄其中。

第5自然段

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.

新西蘭旅游網(wǎng)站因其在線上所獲得的成就和創(chuàng)新而贏得過兩次Webby獎。也許更重要的還在于，新西蘭旅游業(yè)的增長令人贊嘆。整體旅游支出在1999年到2004年之間平均每年增長6.9%。僅從英國一地，從2002年到2006年，前往新西蘭旅游的游客數(shù)量就平均每年增長13%。而同期英國海外旅游的整體增長率只有4%。

第6自然段

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.

網(wǎng)站設(shè)立的初衷是為了讓個人和旅游機(jī)構(gòu)都能夠創(chuàng)建符合他們需求與興趣的行程和旅行套餐。網(wǎng)站上，游客不僅可以根據(jù)地理位置搜尋活動，而且還能夠根據(jù)它們的特定屬性來進(jìn)行查找。這一點十分重要，因為研究顯示，各種活動項目是游客滿意度的關(guān)鍵驅(qū)動因素，貢獻(xiàn)了74%的游客滿意度，而交通和住宿構(gòu)成剩下的26%。游客參與的活動越多，他們的滿意度就越高。研究還發(fā)現(xiàn)，游客比較喜歡具有互動性質(zhì)的文化活動，比如參觀“毛利會堂”以了解傳統(tǒng)的毛利人生活。許多遠(yuǎn)道而來的游客喜歡這樣的學(xué)習(xí)體驗。這為他們提供了可以帶回去與朋友和家人分享的故事素材。此外，來到新西蘭的游客似乎不喜歡成為大眾的一員，而是覺得那些只有少數(shù)人參與的活動更加特別，也更加有意義。

第7自然段

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.

有人可能會認(rèn)為新西蘭并非典型的度假目的地。它是一個小國家，游客經(jīng)濟(jì)主要由小型商家所構(gòu)成。人們普遍將其視為一個安全的、說英語的國家，有著可靠的交通基礎(chǔ)設(shè)施。由于長途飛行，大多數(shù)游客都會待的更久一些（平均20天），并且要想盡可多的看看這個國家，因為他們通常將這視為一場“一生一次”的旅行。然而，其旅游業(yè)興旺發(fā)達(dá)背后的原因卻適用于任何其他地方：強(qiáng)有力品牌的效應(yīng)，基于獨特體驗的戰(zhàn)略，以及一個全面且對用戶友好的網(wǎng)站。

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