劍橋雅思13test1passage1該(gai)篇閱讀主要(yao)講的是：新西蘭旅游網站，一共有7自然段(duan)，下面則是原(yuan)文的每(mei)一段(duan)翻譯，一起來看看吧(ba)。

劍橋雅思13test1passage1閱讀原文(wen)翻譯(yi)

Case Study:Tourism New Zealand website案例研究：新西蘭旅游網站

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(xin)西蘭(lan)(lan)是(shi)一個(ge)擁有四百(bai)萬居民的(de)(de)(de)小型國(guo)(guo)家。它與(yu)世界上(shang)所有的(de)(de)(de)主要游(you)客市場都隔(ge)著一場漫長而艱苦(ku)的(de)(de)(de)飛行。目前(qian)，旅游(you)業占該國(guo)(guo)國(guo)(guo)內(nei)生產(chan)(chan)總值的(de)(de)(de)9%，并(bing)且是(shi)其最大的(de)(de)(de)出(chu)口行業。與(yu)其他制造(zao)產(chan)(chan)品(pin)然后賣向國(guo)(guo)外(wai)的(de)(de)(de)出(chu)口行業不同，旅游(you)業將顧客帶到(dao)新(xin)西蘭(lan)(lan)。其產(chan)(chan)品(pin)是(shi)國(guo)(guo)家自身-其人民，地(di)點和(he)相應的(de)(de)(de)體驗。1999年，新(xin)西蘭(lan)(lan)旅游(you)業發(fa)起了一項(xiang)活(huo)動(dong)，向世界傳達其嶄(zhan)新(xin)的(de)(de)(de)品(pin)牌定(ding)位。該活(huo)動(dong)將重(zhong)點放(fang)在新(xin)西蘭(lan)(lan)美(mei)麗的(de)(de)(de)風景(jing)，激(ji)動(dong)人心的(de)(de)(de)戶外(wai)活(huo)動(dong)，以及原(yuan)汁(zhi)原(yuan)味的(de)(de)(de)毛利文化(hua)上(shang)。它使(shi)得新(xin)西蘭(lan)(lan)成為世界上(shang)最強有力的(de)(de)(de)國(guo)(guo)家品(pin)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(zhe)(zhe)場宣傳活(huo)動的(de)(de)(de)(de)(de)(de)主要特征在(zai)(zai)于(yu)(yu)“新(xin)(xin)西(xi)蘭(lan)旅游(you)”網(wang)站(zhan)。它為未來可(ke)能前往新(xin)(xin)西(xi)蘭(lan)的(de)(de)(de)(de)(de)(de)旅客(ke)提(ti)供了一(yi)(yi)個(ge)一(yi)(yi)站(zhan)式的(de)(de)(de)(de)(de)(de)接(jie)口。在(zai)(zai)這(zhe)(zhe)里，他們可(ke)以找到(dao)目(mu)的(de)(de)(de)(de)(de)(de)地所能提(ti)供的(de)(de)(de)(de)(de)(de)一(yi)(yi)切。該網(wang)站(zhan)的(de)(de)(de)(de)(de)(de)核(he)心(xin)是(shi)各種旅游(you)服務供給商(shang)(shang)所組成(cheng)的(de)(de)(de)(de)(de)(de)數(shu)據庫。它們既(ji)包括新(xin)(xin)西(xi)蘭(lan)的(de)(de)(de)(de)(de)(de)本土商(shang)(shang)家，也(ye)包括雖(sui)然(ran)位(wei)于(yu)(yu)國外，但(dan)提(ti)供面向該國旅游(you)服務的(de)(de)(de)(de)(de)(de)商(shang)(shang)家。任何旅游(you)相(xiang)關的(de)(de)(de)(de)(de)(de)經營者只(zhi)需填寫一(yi)(yi)張簡單的(de)(de)(de)(de)(de)(de)表格就能夠(gou)出現在(zai)(zai)網(wang)站(zhan)上。這(zhe)(zhe)意味著即便是(shi)最小型的(de)(de)(de)(de)(de)(de)旅館和早(zao)餐商(shang)(shang)戶，或者某項(xiang)專(zhuan)業活(huo)動的(de)(de)(de)(de)(de)(de)提(ti)供者都可(ke)以在(zai)(zai)網(wang)站(zhan)上獲得(de)一(yi)(yi)席之(zhi)地，并(bing)接(jie)觸到(dao)遠(yuan)方(fang)的(de)(de)(de)(de)(de)(de)游(you)客(ke)。除此之(zhi)外，由(you)于(yu)(yu)參與其(qi)中的(de)(de)(de)(de)(de)(de)商(shang)(shang)家能夠(gou)定期更新(xin)(xin)其(qi)放在(zai)(zai)網(wang)站(zhan)上的(de)(de)(de)(de)(de)(de)各項(xiang)細節(jie)，所以上面的(de)(de)(de)(de)(de)(de)信息一(yi)(yi)直(zhi)都很準確。為了維持并(bing)提(ti)升水(shui)準，“新(xin)(xin)西(xi)蘭(lan)旅游(you)”還安排了這(zhe)(zhe)樣一(yi)(yi)項(xiang)方(fang)案(an)，即網(wang)站(zhan)上展示的(de)(de)(de)(de)(de)(de)組織(zhi)機構(gou)都必須(xu)按(an)照一(yi)(yi)套(tao)共同認可(ke)的(de)(de)(de)(de)(de)(de)國家質量(liang)標準接(jie)受獨立評估(gu)。這(zhe)(zhe)其(qi)中就有(you)每項(xiang)商(shang)(shang)業活(huo)動對(dui)環境的(de)(de)(de)(de)(de)(de)影(ying)響(xiang)。

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(wei)了(le)傳播新(xin)西(xi)(xi)蘭(lan)(lan)的(de)(de)(de)(de)(de)旅游(you)體驗，網(wang)站(zhan)還推(tui)出(chu)了(le)與名人和知名地點(dian)有關(guan)的(de)(de)(de)(de)(de)特色介紹。其中最受(shou)歡迎的(de)(de)(de)(de)(de)內容(rong)之一(yi)是與新(xin)西(xi)(xi)蘭(lan)(lan)All Blacks橄欖球隊隊長Tana Umaga進行的(de)(de)(de)(de)(de)訪(fang)談。另外一(yi)個(ge)吸(xi)引了(le)大量關(guan)注的(de)(de)(de)(de)(de)特色內容(rong)是一(yi)場互動式旅程。它(ta)穿(chuan)越(yue)一(yi)系列將(jiang)新(xin)西(xi)(xi)蘭(lan)(lan)令人目眩神(shen)迷的(de)(de)(de)(de)(de)風景選做背景的(de)(de)(de)(de)(de)電(dian)影大片中曾(ceng)經出(chu)現過的(de)(de)(de)(de)(de)地點(dian)。隨著網(wang)站(zhan)的(de)(de)(de)(de)(de)發(fa)展，其他(ta)特色被(bei)加入進來，以幫助獨立的(de)(de)(de)(de)(de)旅行者(zhe)制定自己個(ge)性化的(de)(de)(de)(de)(de)行程。為(wei)了(le)使得規劃汽車旅行更為(wei)容(rong)易，網(wang)站(zhan)還分類整理了(le)新(xin)西(xi)(xi)蘭(lan)(lan)最受(shou)歡迎的(de)(de)(de)(de)(de)自駕(jia)路(lu)線，并根據季節、所需時間和距離重點(dian)推(tui)薦不同的(de)(de)(de)(de)(de)路(lu)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(sui)后(hou)，網(wang)站(zhan)又增加了“旅(lv)(lv)(lv)(lv)游規(gui)劃助手”功能。網(wang)站(zhan)訪問者(zhe)可以(yi)點(dian)擊并收(shou)藏他們(men)感興趣的(de)地方或(huo)景點(dian)，然后(hou)在(zai)地圖上查看(kan)結(jie)果。“旅(lv)(lv)(lv)(lv)游規(gui)劃助手”會提供往來(lai)(lai)與各個(ge)選定地點(dian)之(zhi)間的(de)推薦(jian)路線和公共交通方式(shi)，以(yi)及對應區域的(de)住宿鏈(lian)接。在(zai)網(wang)站(zhan)注(zhu)冊(ce)之(zhi)后(hou)，用戶可以(yi)保存(cun)他們(men)的(de)旅(lv)(lv)(lv)(lv)行計劃，并稍后(hou)返回查看(kan)，或(huo)者(zhe)將它(ta)(ta)打印出來(lai)(lai)一路攜帶。網(wang)站(zhan)還有(you)一個(ge)“Your Words”板(ban)塊(kuai)，任何人都可以(yi)把(ba)自己與新西(xi)蘭旅(lv)(lv)(lv)(lv)游相關的(de)博(bo)客提交上來(lai)(lai)，它(ta)(ta)們(men)可能會被網(wang)站(zhan)收(shou)錄其(qi)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(xi)蘭(lan)旅(lv)游(you)網站因其(qi)在(zai)(zai)(zai)線上所(suo)獲(huo)得(de)的(de)成就和創新而贏得(de)過兩(liang)次Webby獎。也許更(geng)重(zhong)要的(de)還在(zai)(zai)(zai)于，新西(xi)蘭(lan)旅(lv)游(you)業的(de)增長(chang)令人贊嘆(tan)。整體旅(lv)游(you)支(zhi)出在(zai)(zai)(zai)1999年(nian)到(dao)2004年(nian)之間平均(jun)每年(nian)增長(chang)6.9%。僅從英國一地，從2002年(nian)到(dao)2006年(nian)，前(qian)往新西(xi)蘭(lan)旅(lv)游(you)的(de)游(you)客數(shu)量就平均(jun)每年(nian)增長(chang)13%。而同期英國海外旅(lv)游(you)的(de)整體增長(chang)率只(zhi)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(wang)(wang)站(zhan)設(she)立(li)的(de)(de)(de)初衷是(shi)為了(le)(le)讓(rang)個(ge)人(ren)和旅(lv)游(you)(you)(you)(you)機構都能(neng)夠創建符合他們需(xu)求與(yu)(yu)興趣的(de)(de)(de)行(xing)程和旅(lv)行(xing)套餐。網(wang)(wang)站(zhan)上，游(you)(you)(you)(you)客(ke)(ke)(ke)不(bu)僅可以(yi)(yi)根據地理(li)位置搜尋活動(dong)(dong)，而且還能(neng)夠根據它們的(de)(de)(de)特定(ding)屬(shu)性來(lai)進行(xing)查找。這一點十分重要，因為研究(jiu)(jiu)顯示，各(ge)種活動(dong)(dong)項(xiang)目是(shi)游(you)(you)(you)(you)客(ke)(ke)(ke)滿意(yi)度的(de)(de)(de)關鍵驅動(dong)(dong)因素，貢獻(xian)了(le)(le)74%的(de)(de)(de)游(you)(you)(you)(you)客(ke)(ke)(ke)滿意(yi)度，而交(jiao)通和住宿構成剩下的(de)(de)(de)26%。游(you)(you)(you)(you)客(ke)(ke)(ke)參與(yu)(yu)的(de)(de)(de)活動(dong)(dong)越多(duo)，他們的(de)(de)(de)滿意(yi)度就越高。研究(jiu)(jiu)還發現，游(you)(you)(you)(you)客(ke)(ke)(ke)比較(jiao)喜(xi)歡具有(you)互(hu)動(dong)(dong)性質的(de)(de)(de)文化(hua)活動(dong)(dong)，比如參觀(guan)“毛(mao)利會堂”以(yi)(yi)了(le)(le)解傳(chuan)統的(de)(de)(de)毛(mao)利人(ren)生活。許多(duo)遠道而來(lai)的(de)(de)(de)游(you)(you)(you)(you)客(ke)(ke)(ke)喜(xi)歡這樣(yang)的(de)(de)(de)學習體驗。這為他們提供了(le)(le)可以(yi)(yi)帶回(hui)去與(yu)(yu)朋(peng)友和家人(ren)分享的(de)(de)(de)故事(shi)素材。此外，來(lai)到新(xin)西蘭的(de)(de)(de)游(you)(you)(you)(you)客(ke)(ke)(ke)似乎不(bu)喜(xi)歡成為大眾的(de)(de)(de)一員(yuan)，而是(shi)覺得那些(xie)只有(you)少數(shu)人(ren)參與(yu)(yu)的(de)(de)(de)活動(dong)(dong)更加(jia)(jia)特別(bie)，也更加(jia)(jia)有(you)意(yi)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(you)(you)人(ren)可(ke)(ke)能會認為新西蘭并非典型的(de)(de)度假目(mu)的(de)(de)地(di)。它是一(yi)(yi)個(ge)小國家，游客(ke)經(jing)濟主要(yao)由小型商家所構成。人(ren)們普(pu)遍將其(qi)視為一(yi)(yi)個(ge)安全(quan)的(de)(de)、說英語的(de)(de)國家，有(you)(you)著可(ke)(ke)靠的(de)(de)交通基(ji)礎(chu)設施。由于長途(tu)飛行(xing)，大多數(shu)游客(ke)都會待的(de)(de)更久(jiu)一(yi)(yi)些（平均20天），并且(qie)要(yao)想盡可(ke)(ke)多的(de)(de)看(kan)看(kan)這個(ge)國家，因為他(ta)們通常(chang)將這視為一(yi)(yi)場“一(yi)(yi)生一(yi)(yi)次”的(de)(de)旅行(xing)。然而(er)，其(qi)旅游業興旺發(fa)達背后的(de)(de)原因卻適用(yong)于任(ren)何其(qi)他(ta)地(di)方：強有(you)(you)力品牌的(de)(de)效應，基(ji)于獨特體驗的(de)(de)戰略，以及一(yi)(yi)個(ge)全(quan)面(mian)且(qie)對用(yong)戶友(you)好的(de)(de)網站。

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