首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
You should spend about 20 minutes on Questions 1—13, which are based on Reading Passage 1 below. Case Study: Tourism New Zealand
You should spend about 20 minutes on Questions 1—13, which are based on Reading Passage 1 below. Case Study: Tourism New Zealand
admin
2018-07-28
24
问题
You should spend about 20 minutes on Questions 1—13, which are based on Reading Passage 1 below.
Case Study: Tourism New Zealand website
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.
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.
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.
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.
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.
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.
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.
Questions 1-7
Complete the table below.
Choose ONE WORD ONLY from the passage for each answer.
Write your answers in boxes 1-7 on your answer sheet.
选项
答案
accommodation
解析
题目:包含一张选定地点的地图、详细的交通信息和当地的……从属于旅行策划板块,空白处词性为名词;文中提到地图后,说该板块会提供路线、交通和当地食宿的链接;题干selected places替换原文中chosen locations,local是对in the area的改写。因此答案为accommodation。
转载请注明原文地址:https://kaotiyun.com/show/lZNO777K
本试题收录于:
雅思阅读题库雅思(IELTS)分类
0
雅思阅读
雅思(IELTS)
相关试题推荐
Researchershavemadesignificanttechnologicalprogresstowardincreasingtheamountofplasticthatplantscangrowand
Alongmisunderstoodphenomenonincognitivepsychologyissynesthesia,theanomalousblendingofthesensesandsynesthe
Realbodyfluids,likethosebetweenourceils,areless______thanthemodelfluidsthattheresearchershaveusedsofar,andt
______bythesurrealityofhistoryandthechangesunleashedbythe60’s,manywritersinthaterabecame______,withdrawing,tu
Relativismamountstothedenialofanobjectiveworldaboutwhichtrueandfalsestatementscanbemade;thereisnoabs
Sendingarobotintospacetogatherinformationiscertainlyaviableoption,Linebutshouldberegardedonlyasthat--anopt
(Thispassagewaswrittenpriorto1950)Wenowknowthatwhatconstitutespracticallyallofmatterisemptyspa
Althoughthescientist’srecommendationsmayhavebeen______,thestudentshadtroublefollowinghis______presentationandw
AstheworksofdozensofwomenwritershavebeenrescuedfromwhatE.P.Thompsoncalls"theenormouscondescensiono
ThispassageisadaptedfromTheAmericanRepublic:Constitution,Tendencies,andDestinybyO.A.Brownson,1866.Thean
随机试题
人吃的精制糖以及消化后分解为糖的食物是血液中几乎所有葡萄糖的来源。然而,虽然咖啡在消化过程中并不分解为糖,但有时候也可以使人体内的血糖浓度急剧上升,尽管咖啡中并没有加奶油或其他甜味剂。下面哪一项如果正确,最有助于解释咖啡对血糖浓度的作用?
下列项目中,有时以负数“-”列示的有()
求
患儿,女,2岁,检查可见左侧自腭悬雍垂至切牙孔完全裂开,并斜向外直抵牙槽突,与牙槽突裂相连。其最常用的腭裂修复法是
板式桥梁橡胶支座抗压弹性模量检验试验步骤为:将支座对准中心置于加荷承压板上,加荷至压力为(),在承压板四角对称安装4只位移计后,将压应力以0.03~0.04MPa/s速率连续地增至平均压应力σ=10MPa,持荷()min,再卸至1.0MP
建筑平面图上反映出房屋的平面形状、大小和房屋的布置、墙(或柱)的位置、厚度、材料,门窗的()等情况。
某机械厂机加工车间车工甲,1年半前调整到该厂浇铸车间从事浇铸工作,现又调回机加工车间做车工。甲应重新接受()安全生产教育培训。
边坡坡面防护中,属于圬工防护的有()。
根据上表,下列表述正确的是()根据上表,下列表述不正确的是()
BaronHansHeinrichThyssenBomemizsahasthefinestprivateartcollectionintheworld.Hedoesnotwantittobedividedupa
最新回复
(
0
)