SPA 市场 毕业论文外文翻译.doc

1、外文资料翻译译文SPA 市场在这一章我们讨论一下在当下我们如何理解SPA 市场和在现在哪些种类的SPA 需求可以被满足以及哪些人群是目标客户。我们可以理解一直以来宾馆为顾客提供舒适的服务。在那之后顾客开始有更多更高的要求，于是宾馆开始提供SPA 服务。霍尔（2003）指出，温泉旅游的概念已经大大扩展了，不仅仅包括依赖养生的资源更主要的是其他资源，如气候属性。因此，健康的SPA 已经成为当今越来越多的旅游者关注的焦点。据Monte son和Singer（2004年）对一个度假胜地的定义是：一个地方，供客人娱乐，疗养和休闲。此外，位置是非常重要的。人们可以根据一个地方找到风景区，如海滩，山脉，湖泊

2、，热带特征或提供户外场所设施用来进行娱乐及体育活动，如高尔夫滑雪，网球，等等。Monte son和Singer（2004年）确定的两个养生旅游的类型，“休闲养生地”和“中医养生”或娱乐渡假胜地。在目的地水疗中心，每个人得到的是一个休闲养生度假，而外部的诱惑，比如非水疗美食，含酒精的饮料等，通常是不存在的。因此，在目的休闲养生地的客人通常参与的项目为基础的运动，健康饮食和水疗服务，如按摩，面部和身体/淋浴服务。相反地，在养生旅游的客人不仅可以“水疗”，而且还可以在一个目的地享受其他娱乐和中医养生药膳活动。可以说，为了老年人增加水疗设施的组合，这可能建立每间可用房间的目的地的平均增长率和平均可出租

3、客房收入。据Monteson和Singer（2004年），当养生旅游胜地引入SPA，并使其成为有形以及无形资产，它必须是由恰当的设计，主题，项目，设计，销售和管理组成。此外，它清楚地表明，养生旅游，为重新评估和现有设施提供了机会，从而可以刺激投资，创造一个对当地经济产生重大影响的现代化的机会。部门概况中医养生被认为是卫生和健康旅游的全球领导者。因此，国际水疗协会（Vershuren，2004年）确定了4种中医养生温泉水疗设施，在那里他们每人都有卫生保健和健康项目的建设能力：第一，天麻药浴，水温40度。天麻生于腐质较多而湿润的林下，向阳灌丛及草坡亦有。该浴平肝息风、祛风止痛、对心血管有一定疗效。

4、第二，红景天药浴，水温41度。红景天属景天科多年生草本或灌木植物，是生长在海拔8002500米高寒无污染地带的珍惜野生植物。该浴防病健体、滋补益寿、补气养血，对人体具有一定康体保健功能。第三，不老草药浴，水温42度。不老草学名草苁蓉，俗名列当，多寄于海拔14501800米得陡沟式悬崖峭壁上。该浴健体强身、延年益寿，具有抗衰老的奇效。第四，透骨草药浴，水温41度。透骨草又名药曲草，生于海拔3802800米阴湿山谷或林下。该浴具有祛风除湿、舒筋活络、活血止痛之功效。很明显的，现在的一个养生旅游客人希望得到照顾，补给和放松。换句话说，他们希望在现有的条件下减轻他们的压力。此外，无论客人是在度长假，短

5、假或会议，社交及康乐条件对他们去留的选择是十分重要的。养生是一个功能更将一个特色，用来吸引这些宾客（Monteson和歌手，2004年）。产业发展以澳大利亚的健康协会和行业看到，SPA行业显然是逐渐增加。据昆士兰旅游局（2002年）研究部的统计数据，以下几个方面说明该行业的增长潜力：场所：提供养生医疗服务的场所每四年增加了一倍。在过去的8年里，提供养生医疗的场所在一些地方每年增加了20%。该长白山地区休闲养生和医疗养生中心市场位置不断扩大速度超过任何其他并呈现出累积两年增加143%。长白山葡萄酒产业增长也高于行业平均水平。收入：2009年，长白山保护开发区全年地区生产总值实现13亿元，同比增长

6、32.3%。全口径财政收入实现10244万元，按可比口径同比增长32.1%；地方级财政收入实现5098万元，同比增长37.3%。全社会固定资产投资完成28.3亿元，同比增长75.5%。长白山景区旅游人数实现108万人次，同比增长20；景区旅游收入实现2.5亿元，同比增长20。全区旅游总人数实现204万人次，同比增长27.5；旅游总收入实现16.2亿元，同比增长 28.7。市场预测：长白山是中国十大名山之一，长白山区核心区为原吉林长白山国家级自然保护区，国际生物圈保护区，国家AAAA级旅游景区，中华十大名山。具有原始、天工、神奇、博大、富饶的特点。是地球同纬度地带自然状态保存最好，生物多样性最丰

7、富的区域之一。长白山旅游经济呈逐年上升的良好态势，2007年全区旅游收入实现6.8亿元人民币，长白山景区旅游人数突破90万人次，景区旅游收入实现1.95亿元人民币。“十一五”以来，吉林省旅游业发展明显加速，旅游总收入年均增长24%。预计2008年全省旅游总收入达350亿元人民币，相当于全省GDP的6.6%。按照把旅游产业发展成为吉林省支柱产业的目标要求，争取经过3年努力，到2011年全省海外旅游者达到100万人次，国内游客达到5000万人次；旅游总收入预计达到870亿元人民币，比2007年翻一番，相当于全省GDP的10左右，成为全省的支柱产业。发展优势：长白山西坡总面积约340km2，长白山西

8、坡的原始生态保持良好，地带性分布差异明显，自然旅游资源品类丰富，山体、水体、动植物和气候旅游资源相互衬托，具有很高的旅游观赏和开发价值。长白山西坡以神奇的火山地貌为标志，以保存完好的原始森林生态为基础，融高山森林、苔原、湿地、湖泊、瀑布、温泉和动植物为一体的堪称当世罕见的“绿色宝库”。长白山西坡境内有白云峰、芝盘峰、梯云峰、卧虎峰、冠冕峰等7座山峰，火山地貌明显，山势蜿蜒起伏，构成了优美的立体画面；悬崖陡壁与缓坡草甸相互映衬，构成了较好的景观效果；茫茫林海深处，呈现原始的宁静、生机与和谐。技术的发展趋势：在过去的两年,业界的先进技术的使用。养生旅游已经不局限于互联网工具如一个简单的研究或电子邮

9、件工具的使用了，现在报告的主要投资渠道是数据库管理，整合客户联系渠道系统和产品销售/服务网络。目标市场科特勒（2003年，第94页）认为，市场是为一切已有的和潜在的购买者提供商品的。市场规模取决于可能存在的一个特定市场提供的买家数量。因此，他也指出，潜在的市场是客户为市场提供了足够的利润空间，但利润不足以定义市场。不过，该公司可追求整个可获得的市场或集中于某些部分，另一方面公司的目标市场所捕捉的客户是特定群体。他们已被确定为有需要或意愿的人，能够以产品或服务的形式满足特定的公司。这些公司根据目标市场制定营销活动，以最有效地促进其产品和服务。吸取后者观念，古德里奇（1993年，在大厅，2003年

10、英文版）指出，养生旅游的概念表明，至少有两个对客户市场细分的方法。在健康的基础上提出的人的各种痛苦和疾病，如高胆固醇和肥胖症，谁将会成为“健康市场”的核心。一个次要群体，呼吁人们保持健康的面貌。此外，一部分后者的看法是，满足高收入人士能负担的医疗服务的高价格。因此，替代品和传统医药产品能够为当地和外国游客提供额外的医疗选择。不过，男人也开始接受养生治疗的概念，这可以表明，用一个中医养生疗法寻求越来越多的男性的认同，截止到2003年6月这一年还有约13万人或29%的医疗群体（麦克尼尔和Ragins，2004）。因此，我们可以预测，妇女不是唯一看起来最好的目标群体。长白山养生旅游行业正在利用一切机

11、会打入新市场并与治疗充分结合，项目和产品区分具体年龄和性别。麦卡德尔说，年轻人由于其可支配收入和不断变化的对皮肤护理的需要，正在成为的医疗中心理想的客户。同时，在长白山养生旅游行业都深知年轻人消费习惯，知道这是个大目标群体，是社会发展与强大的动力，是被追求的一个巨大市场。上述概念已经显示出利润领域在增加，医疗目的地正在对相应趋势和新的目标市场进行变动，可能会引起长白山养生旅游业利润增加的现象。外文原文The SPA marketIn this section we will be discussing how we interpret the spa market at the present

12、 time, and what varieties of spas are available in todays era ,as well as who the target market is for this industry.We might agree that for many years it was popular for hotels to provide the guests with proper fitness facilities .Thereafter the guests started to require more and have higher demand

13、s, which resulted that the hotels started to build spa facilities.Hall (2003) stated that the spa tourism concept has considerably been broadened out to include resorts that are not based on hot springs but instead focused on other natural resource attributes such as the climate. Thus, a health spa

14、at a resort has become an important feature for a growing number of todays travelers.According to Monte son and Singer (2004) a definition of a resort is a place where guests visit for recreation, health and pleasure. Moreover, the location is very important and resorts can be found on places such a

15、s beaches, mountains, lakes, tropical settings or in areas that offer outdoor facilities for recreation and sports, such as golf skiing, tennis, and others.Monte son and Singer (2004) identified two types of resort based spas, the “resort spa” and the “destination spa” or spa resort. At the destinat

16、ion spa, everyone at the property is there for a spa vacation and the outside “temptations” such as non-spa cuisine, alcohol, etc are usually non-existent. Thus, the guests at destination spas usually participate in a program me based exercise, healthy eating and spa services such as massage, facial

17、s and various body/bath services. Conversely, at the resort spa the guests may not only “spa” but can also participate in other recreational and social activities typically available in a destination resort. Arguably, in order to add a spa to the mix of facilities, this might build up a destinations

18、 average rate and Rev PAR (revenue per available room). According to Monte son and Singer (2004), when adding a spa to a resort and to make it tangible as well as an intangible asset, it must be properly conceived, themed, programmed, designed, marketed and managed.Moreover, it is clearly shown that

19、 the health tourism provides and opportunity for the reassessment and modernization of existing facilities, which in turn can stimulate investment and create a significant impact on local economies.Sector OverviewThe spa industry segment is regarded as the leading player in health and wellness touri

20、sm globally. Thus, the International Spa Association (Vershuren, 2004) has defined IV spa facility types, where each of them is capable of delivering health and wellness programming: First, the day of anesthetic bath, water temperature 40degrees.Born detritus Gastonia more humid under story, shrub a

21、nd grassland are also sunny.Wind, the bath Ping an, chills and pain relief, have a certain effect on the cardiovascular.Second, Rodale medicated bath, water temperature 41 degrees.Crass lacunae Rodale plant perennial herbs or shrubs, is growing at an altitude of 800-2500 meters treasure of wild plan

22、ts in cold areas clean.Disease prevention in the bath, fitness, longevity tonic, quiz and blood, has a spa on the human body function.Third, Bulao Cao medicated bath, water temperature 42 degrees.Bulao Cao BREE scientific names, common name Romance, more send altitude of 1450-1800 m in the ditch was

23、 steep cliffs on the style.The bath physical fitness, longevity, with anti-aging wonders.Fourth, herbal bath, water temperature 41 degrees. grass , also known as drug song, was born in elevation of 380-2800 meters in wet valleys or forests.The bath has getting a vivid, blood analgesic effect.It is a

24、lso clearly viewed that todays guest at a spa resort wants to be taken care of and to recharge and relax. In other words, they want to reduce the stress while being at the property. Moreover, whether guests are at the resort for a vacation, a getaway or a conference, the social and recreational comp

25、onents are vital to their stay. A spa is one more feature that will make a property more inviting to these guests (Monte son and Singer, 2004).Industry growthTaking the example of the Australian health Retreat and industry it might be seen that the spa industry is evidently growing gradually. Accord

26、ing to the Research Department of Tourism Queensland (2002), the following areas indicate the potential growth of the industry:Locations: The number of spa locations has doubled in number every four years. The number of locations has increased by an average of 20% annually over the last eight years.

27、 The resort/hotel spa segment has been expanding faster than any other and showed a cumulative two-year increase of 143% in number of location. Mineral spring spas are also growing faster than the industry average.Revenues: In 2009, the ChangBai Mountain Protection Development to achieve annual GDP

28、of 1.3 billion, an increase of 32.3%.Full aperture to achieve revenue 102,440,000 Yuan, up 32.1% year on year comparable basis; local levels to achieve revenue 50.98 million Yuan, an increase of 37.3%.Total fixed asset investment 2.83 billion Yuan, an increase of 75.5%.ChangBai Mountain area of 1.08

29、 million tourist arrivals achieved passengers, up 20%; scenic tourism income of 2.5 billion Yuan, up 20%.The total number of tourist region to achieve 2.04 million passengers, an increase of 27.5%; achieve 1.62.Market Forecast: Changbai Mountain is one of ten famous mountains in China, the original

30、core area of Changbai Mountain, Jilin Changbai Mountain National Nature Reserve, the International Biosphere Reserve, the national AAAA grade scenic spot, Chinese famous.With the original, Heavenly Creations, magic, broad and rich features.Is the natural state of the Earth with the latitude of the b

31、est preserved areas, most biologically diverse of the regionsChangbai Mountain tourism economy increased year by year a good trend the region in 2007 to achieve 680 million Yuan tourism revenue, the number of Changbai Mountain area exceeded 90 million tourist trips, scenic tourism revenue to achieve

32、 195 million Yuan.Eleventh Five-Year has been significantly accelerated the development of tourism in Jilin Province, total tourism income of the average annual increase of 24%.In 2008 the province is expected to total tourism revenue of 350 billion Yuan, equivalent to 6.6% of the provinces GDP.In a

33、ccordance with the development of the tourism industry a pillar industry in Jilin Province the objectives and requirements for after 3 years of hard work, the province in 2011 reached 100 million overseas tourists and domestic tourists reached 50 million people; tourism revenue is expected to reach

34、87 billion Yuan,double than in 2007, equivalent to about 10% of the provinces GDP, has become the provinces pillar industries.Advantages：Western slope of Changbai Mountain area of about 340km2, the original western slope of Changbai Mountain Ecological good, clear differences in regional distributio

35、n, rich in natural tourism resources category, mountain, water, flora and fauna and climate tourism resources off each other, with high appreciation and development of tourism value.Western slope of Changbai Mountains volcanic landscape to magic as a symbol, to preserve the integrity of the original

36、 forest ecosystem-based, financial alpine forests, tundra, wetlands, lakes, waterfalls, hot springs, and flora and fauna as one of the rare when the world called green treasure house.Approach on the territory of the West Slope of Changbai Mountain, cheese plate peak, ladder Huffing, Woo Hun Fang, a

37、crown of mountain peaks such as 7, volcanic landforms obviously winding down the mountain to form a beautiful three-dimensional images; cliff and slope meadowagainst the background of each other to form a good landscape effect; boundless forests deep, showing the original quiet, vitality and harmony

38、.Technology Trends: Over the past two years, the use of advanced technology industry. Health tourism has not limited to a simple Internet tools such as the use of tools of research or e-mail, and now is the reports main investment channel for database management, integrated customer contact channels

39、 to the system and product sales / service network.Target marketKilter (2003, p. 94) that the market is for all existing and potential buyers to provide goods.Size of the market depends on a particular market may provide the number of buyers.Therefore, he also pointed out that the potential market i

40、s the customer for the market to provide sufficient profit margins, but not enough to define the market profits. However, the company may pursue the available market, or focus on certain parts, on the other hand the companys target market is captured by specific groups of customers.They have been id

41、entified as people who need or desire, to form the product or service to meet specific company.These companies develop marketing campaigns based on target market in order to most effectively promote their products and services.The latter concept drawing, Goodrich (1993, in the hall, English 2003) po

42、inted out that the concept of health tourism that at least two methods of customer segmentation. Raised in a healthy person based on a variety of pain and disease, such as high cholesterol and obesity, who will become the health market core.A secondary group, called on people to maintain a healthy l

43、ook.In addition, part of the latter view is to meet the high-income earners can afford the high prices of medical services.Therefore, alternative and traditional medicine products to local and foreign tourists to provide additional medical options.However, men are beginning to accept the concept of

44、the treatment regimen, which can show that TCM therapy with a growing number of men seeking recognition, as of June 2003 there are about 13 million people this year, or 29% of the medicalgroups (McNeil and Rains, 2004).Therefore, we can predict the best looking women are not the only target group.Ch

45、angbai health tourism industry is to use every opportunity and treatment to break into new markets and fully integrated, project and product differentiation specific age and gender.Mc Ardle said the young man because of their disposable income and changing skin care needs, the medical center is beco

46、ming the ideal customer.Meanwhile, the health tourism industry in the Changbai Mountains are well aware of spending habits of young people to know that this is a big target group for social development and a strong driving force, is pursuing a huge market.The field concept has been shown to increase profits, health care trends and the destination is the appropriate target market for the new changes may lead to increased profits Changbai health tourism phenomenon. .此处忽略！