剑桥雅思13Test1Passage1阅读原文翻译 Case Study: Tourism New Zealand website
剑桥雅思13阅读第一套题目第一篇文章的主题为新西兰旅游网站。文章一共七段，分别介绍了新西兰旅游网在其旅游业中所发挥的作用，该网站的具体内容，独特特色，若干新增内容，吸引游客的活动类型，以及是否具备推广意义等内容。下面是具体每一段的翻译。
点击查看这篇雅思阅读具体题目的答案解析与需要大家掌握的高频词汇：
雅思真题阅读词汇 剑桥雅思13 Test 1 Passage 1 新西兰旅游网站
剑桥雅思13Test1Passage1阅读答案解析 case study: Tourism New Zealand website
剑桥雅思13 Test1 Passage1阅读原文翻译
第1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.
新西兰是一个拥有四百万居民的小型国家。它与世界上所有的主要游客市场都隔着一场漫长而艰苦的飞行。目前，旅游业占该国国内生产总值的9%，并且是其最大的出口行业。与其他制造产品然后卖向国外的出口行业不同，旅游业将顾客带到新西兰。其产品是国家自身-其人民，地点和相应的体验。1999年，新西兰旅游业发起了一项活动，向世界传达其崭新的品牌定位。该活动将重点放在新西兰美丽的风景，激动人心的户外活动，以及原汁原味的毛利文化上。它使得新西兰成为世界上最强有力的国家品牌之一。
第2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.
这场宣传活动的主要特征在于“新西兰旅游”网站。它为未来可能前往新西兰的旅客提供了一个一站式的接口。在这里，他们可以找到目的地所能提供的一切。该网站的核心是各种旅游服务供给商所组成的数据库。它们既包括新西兰的本土商家，也包括虽然位于国外，但提供面向该国旅游服务的商家。任何旅游相关的经营者只需填写一张简单的表格就能够出现在网站上。这意味着即便是最小型的旅馆和早餐商户，或者某项专业活动的提供者都可以在网站上获得一席之地，并接触到远方的游客。除此之外，由于参与其中的商家能够定期更新其放在网站上的各项细节，所以上面的信息一直都很准确。为了维持并提升水准，“新西兰旅游”还安排了这样一项方案，即网站上展示的组织机构都必须按照一套共同认可的国家质量标准接受独立评估。这其中就有每项商业活动对环境的影响。
第3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.
为了传播新西兰的旅游体验，网站还推出了与名人和知名地点有关的特色介绍。其中最受欢迎的内容之一是与新西兰All Blacks橄榄球队队长Tana Umaga进行的访谈。另外一个文章来自老烤鸭雅思吸引了大量关注的特色内容是一场互动式旅程。它穿越一系列将新西兰令人目眩神迷的风景选做背景的电影大片中曾经出现过的地点。随着网站的发展，其他特色被加入进来，以帮助独立的旅行者制定自己个性化的行程。为了使得规划汽车旅行更为容易，网站还分类整理了新西兰最受欢迎的自驾路线，并根据季节、所需时间和距离重点推荐不同的路线。
第4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.
随后，网站又增加了“旅游规划助手”功能。网站访问者可以点击并收藏他们感兴趣的地方或景点，然后在地图上查看结果。“旅游规划助手”会提供往来与各个选定地点之间的推荐路线和公共交通方式，以及对应区域的住宿链接。在网站注册之后，用户可以保存他们的旅行计划，并稍后返回查看，或者将它打印出来一路携带。网站还有一个“Your Words”板块，任何人都可以把自己与新西兰旅游相关的博客提交上来，它们可能会被网站收录其中。
第5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.
新西兰旅游网站因其在线上所获得的成就和创新而赢得过两次Webby奖。也许更重要的还在于，新西兰旅游业的增长令人赞叹。整体旅游支出在1999年到2004年之间平均每年增长6.9%。仅从英国一地，从2002年到2006年，前往新西兰旅游的游客数量就平均每年增长13%。而同期英国海外旅游的整体增长率只有4%。
第6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.
网站设立的初衷是为了让个人和旅游机构都能够创建符合他们需求与兴趣的行程和旅行套餐。网站上，游客不仅可以根据地理位置搜寻活动，而且还能够根据它们的特定属性来进行查找。这一点十分重要，因为研究显示，各种活动项目是游客满意度的关键驱动因素，贡献了74%的游客满意度，而交通和住宿构成剩下的26%。游客参与的活动越多，他们的满意度就越高。研究还发现，游客比较喜欢具有互动性质的文化活动，比如参观“毛利会堂”以了解传统的毛利人生活。许多远道而来的游客喜欢这样的学习体验。这为他们提供了可以带回去与朋友和家人分享的故事素材。此外，来到新西兰的游客似乎不喜欢成为大众的一员，而是觉得那些只有少数人参与的活动更加特别，也更加有意义。
第7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.
有人可能会认为新西兰并非典型的度假目的地。它是一个小国家，游客经济主要由小型商家所构成。人们普遍将其视为一个安全的、说英语的国家，有着可靠的交通基础设施。由于长途飞行，大多数游客都会待的更久一些（平均20天），并且要想尽可多的看看这个国家，因为他们通常将这视为一场“一生一次”的旅行。然而，其旅游业兴旺发达背后的原因却适用于任何其他地方：强有力品牌的效应，基于独特体验的战略，以及一个全面且对用户友好的网站。
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