外文翻译--英格兰南部丘陵地方旅游品牌的可持续发展(编辑修改稿)

外文翻译--英格兰南部丘陵地方旅游品牌的可持续发展(编辑修改稿)内容摘要：

d to facilitate a multistakeholder tourism branding initiative. To maximise the chance of a branding exercise making a positive contribution to the sustainable development of a destination, an understanding of the motivations and awareness of SMEs with respect to sustainability are crucial. This issue raises important questions, for instance: What priorities drive their business decisions? What is the awareness concerning the impacts of tourism? How do businesses understand the concept of sustainable tourism? Who owns the tourism brand being developed? How is the brand identity developed? What geographic area could the brand cover? What type of sustainability is being promulgated? How do grassroots interests mesh with topdown governance? How should monitoring and evaluation take place? A clear understanding is therefore needed of the priorities of small tourism businesses and how those priorities might intersect with the more general sustainable development agenda. The idea of trying to use a local tourism brand approach to enhance the sustainability of a destination also raises important conceptual issues concerning ideology and marketing. Branding and marketing strategies can be powerful tools in which the social construction of place can be manipulated so that the concept of sustainability is recognised as adding petitive advantage. Pritchard and Morgan (2020) believe that in order to provide a more critical framework for understanding tourism, the analysis of tourism representations should include a discussion of the relationship between marketing and ideology. This suggestion can be applied to local tourism branding. There is no monly accepted definition of sustainable development. It is well known that different actors (government, industry, conservation groups, environmental groups) will use the concept in different ways to further their own agendas. In the development of a local brand, stakeholders buy into a mon ideology that includes the standards to be adhered to. In this study we begin to explore this tangled web of ideas by considering how the priorities of tourism businesses are influeced by the sustainability agenda and whether ‘ideologically’ a destination branding strategy incorporating core sustainability ideas would be weled or rejected. Within the tourism industry, an understanding of SMEs is an i mportant ponent in delivering a more sustainable future. SMEs are fundamentally different from their larger counterparts, and represent a heterogeneous group where access to resources, motivations of owners, and links to local works all influence how a business is run. Yet relatively little is known about the factors that influence the operation of SMEs. In a review of the literature, Dewhurst and Thomas (2020) suggest that many small tourism firms do not see the importance of implementing more environmentally sound practices. Furthermore, such businesses are qualitatively different from large firms, which might help to explain why Forsyth (1995), in a study of the UK outgoing tourism industry, found that many panies did recognise the mercial benefit of sustainable tourism practice although the responsibility for sustainable development was deferred to the host government. Dewhurst and Thomas (2020: 386) summarise a range of factors that might have potential influences on SMEs. These include: • personal values and beliefs。 • sectoral context。 • mercial influences (internal/external)。 • understanding and awareness of the action required。 • perception of environmental imperatives, and • actions/attitudes of others. Dewhurst and Thomas (2020) were able to identify three groups of firms based on their attitudes and behaviour. These were ‘unconvinced minor participants’, ‘ antigreen pragmatists’ and ‘mitted actors’. Their。