国家旅游组织网站本地化

LOCALISING WEBSITES OF NATIONAL THE CASE OF ETC MEMBERS Table of Content Table of Content.........................................................................................................................................4Acknowledgements.....................................................................................................................................5Foreword.....................................................................................................................................................6Executive Summary.....................................................................................................................................7Introduction................................................................................................................................................8Tourism and Localisation............................................................................................................................9A market trend: travel planning on the internet.......................................................................................9 Acknowledgements This report was prepared by Emanuele Mele, doctoral student in Communication Sciences at USI–Universitàdella Svizzera italiana(Lugano,Switzerland)–and Dr Lorenzo Cantoni,professor of It represents a first step toward the exploration and understanding of localisation processes and practices We would like to acknowledge the participation of ETC and its members, who contributed to therealisation of this study by providing information regarding the actual state of localisation activities at their We gratefully acknowledge the International Federation for Information Technologies and Travel &Tourism (IFITT) for providing the knowledge regarding the use and impact of new information and We are glad to acknowledge the“UNESCO Chair in ICT to develop and promote sustainable tourism inWorld Heritage Sites”at USI for the support and knowledge provided throughout the research project. We want also to thank Ms Elide Garbani Nerini, who has carefully proofread the text. Foreword The number of international tourist arrivals reached 1,184 million globally and 608.6 million in Europe in2015 with a growth (since 2014) of 4.4% and 4.9% respectively (UNWTO, 2016). Such figures are posingboth challenges and opportunities for destination managers, who need to communicate online with a This report aims at providing the European Travel Commission (ETC), its members, and destinationmanagers with an overview of cultural adaptation strategies to communicate and promote tourism The study offers insights into the ways members of ETC, the National Tourism Organisations (NTOs) inEurope, formulate their online communication when elaborating the multimedia content for the differentlanguage editions available on their destination websites. Interviews with marketing managers, content Current studies on Information and Communication Technologies (ICTs) for tourism promotion and cross-cultural communication provide further support to multimedia content choices present on destination *** Localisation of online communication by NTOs is not only recommended for marketing reasons, it is also away to promote a better (inter)cultural understanding and appreciation of European heritage, which ismore and more visited by travellers whose background is different. Without a well-designed localisation of UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage SitesUSI–Università della Svizzera italiana (Lugano, Switzerland) Executive Summary This report provides an overview of the actual state of online localisation processes and activities at elevenNational Tourism Organisations (NTOs) that are members of the European Travel Commission (ETC). The number of international tourist arrivals in Europe is expected to grow from 608.6 million in 2015 to 744million in 2030, according to a projection by UNWTO(2011). EuromonitorInternational(2014)indicatesthat 87% of travellers make use of the Internet during the travel-planning phase. Cross-cultural differences Findings showed that ten out of eleven NTOs consider localisation as important, and have included thisprocess into their promotional strategy. Four out of eleven NTOs actually formalised these practices intoeditorial guidelines, as it provides consistency across the different website editions in terms of (i) spelling Despite the fact that ten out of eleven NTOs localise textual content, the adaptation of units of measure,symbols (e.g. currency), and dates is not extensively diffused yet. NTOs need to integrate these adaptationactivities to widen the accessibility of their online contents for growing international audiences, so to Four out of eleven NTOs use of web analytics for the measurement of localisation activities. When askedabout KPIs for the measurement of localisation activities, the interviews mentioned (i) page views and user