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.
B. Main idea: ………………………………………………………………………….
Gateway (n) way
Feature (n) đặc điểm
Destination (n) địa điểm
Tourism-related (adj) liên quan đến du lịch
Presence (n) sự hiện diện
On a regular basis một cách thường xuyên
Scheme (n) kế hoạch
Whereby nhờ đó
Against (pre) đối với/ dựa trên
Bed and breakfast (n) dịch vụ lưu trú gồm chỗ ở và bữa sáng
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.
C. Main idea: ………………………………………………………………………….
Rugby (n) tên 1 môn thể thao
Blockbuster films (n) phim bom tấn
Backdrop (n) bối cảnh (phim)
Catalogue (v) ghi chép, lưu lại
Customised (adj) được điều chỉnh tùy theo nhu cầu khách
Motoring holiday (n) kỳ nghỉ mà bạn di chuyển bằng xe rất nhiều
Indicate (v) chỉ ra/ show
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.
D. Main idea: ………………………………………………………………………….
Section (n) phần/ mục
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.
E. Main idea: ………………………………………………………………………….
Award (n) giải thưởng
Innovation (n) sự đổi mới
Perhaps có lẽ
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.
F. Main idea:
…………………………………………………………………………….
Travel package (n) gói du lịch
Suit (v) phù hợp
Solely (adv) only, mỗi
Contribute (v) đóng góp
Appear (v) seem
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.
G. Main idea: ………………………………………………………………………….
Once-in-a-lifetime (adj) chỉ làm 1 lần trong đời, không có lần 2
Be composed of sth (v) bao gồm cái gì đó
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.
