Tourism New Zealand website

“新西兰之旅”网站 

 

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.

新西兰是个人口仅400万的小国，距离全球所有的出游大国都有一段长途跋涉的航程。旅游业目前占该国国内生产总值的9%，是该国最大的出口行业。与其他制造、销售产品的出口行业不同的是，旅游业是招徕游客至新西兰.而产品正是新西兰本身，即它的人民、地域以及体验。1999年新西兰旅游局启动了一项推广活动，以促进其在世界市场中的地位。这项推广活动主打新西兰的自然风光、引人入胜的户外活动以及地道的毛利文化，它使得新西兰成为世界上最知名的国家品牌之一。

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.

“新西兰之旅”网站(www.newzealand.com )这次推广活动的一大核心是，它为欲前往新西兰的游客提供了一个了解目的地所有信息的一站式途径。这个网站的核心是一个整合了众多旅游服务运营商的数据库，包括新西兰本地的运营者以及提供新西兰旅游项目的海外运营商。任何与旅行相关的企业都可以通过填写简单的表格在这个网站上备案。这意味着小到一家含早餐的旅馆地址，大到某些专业活动的提供商，都能在这个网站上出现，获得那些长途旅行者的关注。非但如此，注册的运营商可以定期更新业务细节，所以网站的信息一直都很精确。而为了维护并提高质量标注，网站也会用一系列公认的国家质量标准来审核每一个网站上的运营商的资质。作为标准之一，运营商的业务对环境造成的影响也在测评之内。

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.

为了更好地宣传新西兰的体验之旅，网站上还刊登了与当地名人和风景相关的特色内容最受欢迎的内容包括对新西兰全黑橄榄球队的前队长Tana Umaga的访谈。其他一些吸引人的特色还有一个互动之旅，这一闪容挑选了许多电影大片在新西兰的选景地。随着网站的丰富，还增加了额外的特色，让自由行游客设计自己的行程。对于自驾游的游客，网站整合了国内最受欢迎的驾驶路线，依季节来标注不同的路线，并给出了路程和所需时间。

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.

接着，“行程规划”板块也上线了，它允许游客点击和标记自己感兴趣的地点和风景名胜，然后在地图上查看他们的标记。行程规划会向游客推荐所选地点之间的交通路线和公共交通。此外还有该区域的食宿相关的链接。注册网站的用户既可以保存自己的行程规划供不时察看，也可以打印出来带着上路。网站还有个板块叫“您的留言”，每个人都可以在这里提交自己的新西兰之旅的感想，以供将来可能为网站所收录。

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.

因为在网上成绩斐然，新颖独特，“新西兰之旅”网站增荣获两次威比奖。或许更重要的是，它给新西兰旅游业带来的增长是惊人的。1999-2004年，旅游业整体的消费额每年平均增长达6.9%。2002-2006年，自英国前往新西兰旅游的人数年平均增长达13%，与英国海外游4%的年增幅形成了对比。

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.

“新西兰之旅”网站设置的初衷是方便自由行游客和旅行社按自己的需求和兴趣生成定制日程和旅行服务套餐。游客在网站上不仅可以按地理位置搜索各种旅行活动，还能按活动的特性来搜索。这一点至关重要，因为调查研究显示，活动是游客满意度的主要驱动力，占比达76%，而交通和食宿共占其余的26%。也就是说游客参与的活动越多，满意度就越高。还有研究表明，文化活动越有参与性，游客就越享受，比如参观毛利人的会议场所(Marae)来了解传统毛利人的生活。远道而来的客人们非常享受这样的了解新文化的经历，这让他们回去之后在家人和朋友面前有资可谈。此外，似乎来新西兰的游客们并不想“随大流”，而更倾向于参与人少却更独特更有意义的活动。

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.

当然会有人认为新西兰并不是一个常规的旅游目的地。因为新西兰这个小国的旅游经济主要由小企业来经营。人们通常把它想成一个交通设施可靠、安全的英语国家。因为需要长途飞行，大部分游客会待得比较久(平均20多天)，会在这个“一辈子就来一次”的旅程中尽可能多地看看这个国家。但这些成功背后的经验放之四海而皆准–强大品牌的效能，基于独到体验的推广策略和一个包罗万象又好用的网站。