SHANHAI PASS, THE FIRST PASS OF THE GREAT WALL

Most tourists who are going to climb the Great Wall know that "failing to reach the Great Wall, one is not a hero. "When you have reached the top of the wall, it is not so important whether you are a hero. Looking into the distance,this wonder created by the ancient Chinese will make you proud of all of mankind. Overseas tourists to China often say that without reaching the Great Wall, he or she seems to have not visited China. Among the 35 major tourist attractions for Visit China '97, we will first introduce the Great Wall. We have invited Yang Lin, deputy mayor of Jiayuguan atthe western end of the Great Wall, and Liu Shaoquan, deputy mayor of Qin huangdao, where Shanhai Pass and the eastern end of the Great Wall are situated, to write articles about the Great Wall. Both are in charge of tourism in their respective cities.     

FOREIGN DISCIPLES OF CONFUCIUS——A STUDY TOUR INQUFU,CONFUCIUS'HOMETOWN

Westerners with golden hair and blue eyes and clad in ancient Chinese scholars' hats and robes were drawn up in neat formation, showing a no-nonsense look in contrast to their usual freewheeling behavior. These members of overseas tour groups, who had come to Qufu to study Confucianism, were attending the school-opening ceremony here. Standing in fromt of the magnificent Hall of Great Achievement in     

A STUDY OF PERCEIVED RISK AND RISK REDUCTION OF PURCHASING AIR‐TICKETS ONLINE

The concept of perceived risk explains consumers' purchasing behavior that involves risk with unanticipated or uncertain consequences. Using perceived risk theory, this study explored customers' risk perceptions regarding online air‐ticket purchases. This study discovered that security risk was the most important predictor to overall risk regarding online air‐ticket purchases. In addition, nonpurchasers perceived a higher risk than online purchasers, in terms of performance, security, financial, psychological, and time risks. Regarding risk‐reduction strategies, shopping around over the web was more important to online purchasers than to non‐purchasers. In addition, reputation of web vendor, well‐known brand, symbol of security approval, and recommendation of family and friends were perceived as preferred risk‐reduction strategies when making online air‐ticket purchases. Further, this study's results revealed that respondents' perceived risks of online air‐ticket purchases differed according to demographic characteristics. The implications of the research findings for online marketing activities are discussed.     

BENEFIT SEGMENTATION OF VISITORS TO A RURAL COMMUNITY‐BASED FESTIVAL

This study examines the motivation of the attendees of a community‐based festival in the rural Midwest of the United States. Six motivational factors are identified from the visitor data collected at the festival: escape, novelty, nostalgia and patriotism, event excitement, family togetherness, and socialization. Among them, escape was the most dominant motivation. Five clusters are identified, including family travelers, event enthusiasts, loyal festival goers, escapers, and social gathering lovers. The five clusters are distinct in terms of the respondents' perception of the festival and revisit intention. The characteristics of each segment are given, and the practical implications of the findings are discussed.     

DOES BUSINESS ENVIRONMENT MATTER TO THE DEVELOPMENT OF A MARKET ORIENTATION?

Developing a market orientation is one of the key issues in market‐orientation research. In this study, based on a survey of top managers from 143 Chinese hotels and 72 travel services—two tourism sectors with distinctly different business environments—we explore the effects of environmental conditions on the development of market orientation. In particular we examine whether environmental conditions have a direct impact on the level of market orientation or whether they moderate the relationship between market orientation and its antecedents. We find that the effectiveness of top management emphasis varies under different environmental conditions but that the impact of other antecedents is not influenced by environmental conditions.     

TOURISM SENSE‐MAKING: THE ROLE OF THE SENSES AND TRAVEL JOURNALISM

The tourist experience is corporeal and multisensory. Tourism organizations, therefore, need to pay attention to the sensual content of promotional messages conveyed to potential tourists to provide incentives for seeking enriched experiences of place. Together with other image formation agents, travelogues (travel articles published in newspapers and magazines) offer information on and prompt imagination about destinations that help frame visitors' expectations and influence their subsequent travel decisions and behaviors. This article content‐analyzed 199 travelogues about New Zealand to identify relationships between regions and perceptions based on sensory allusions. It was found that the reporting of New Zealand as a whole by visiting journalists tended to utilize an appeal to all senses, but this was not true of individual destinations. It is suggested that urban destinations such as Auckland and Wellington possess potential for a wider sense appeal than is currently used through products based on urban adventure tourism and culinary tourism. An “ideal” itinerary is proposed that would permit journalists to capture a sensory experience of New Zealand.     

Senior Travelers’ Motivations and Future Behavioral Intentions: THE CASE OF NICE

The push and pull framework was used to understand the motives of senior travelers and their future behavioral intentions to the city of Nice, France. The results, based on a convenience sample of 200 senior travelers, indicated that rest and relaxation, spend time with family, and being together as a family were the three most important motives for visiting the city. Pull attributes such as weather and climate, beaches and watersports, and beautiful scenery and attractions were the three most important pull factors. Significant correlations were found between some of the push and pull factors. Revisit intentions were predicted by the motive of escape and relaxation while recommendation intentions were predicted by the pull factor of cultural attractions and accommodation. Managerial implications for product development and marketing to the senior market are suggested.     

AN EXPLORATORY STUDY OF MULTI‐CULTURAL VIEWS ON THE DISNEY‐MCDONALD'S ALLIANCE

This article examines the effects of co‐branding on the brand equity of partner brands and the resultant co‐brand (brand alliance), taking the Disney‐McDonald's alliance as a real life example. The issue is examined from the perspectives of different geographies and cultures by surveying Western, Asia‐Pacific, and Chinese consumers. Findings indicate that co‐branding is not always a win‐win strategy for all partners regardless of how powerful each brand is separately. Results also show that respondents' attitudes toward individual brands also affect their attitudes toward the co‐brand; however, these attitudes vary from one market to another.     

认清形势,抓住机遇,发展北京国际会展业

国际会展旅游是当今世界旅游业发展的一个重要方向,是都市旅游不可缺少的一部分,也是增加外汇收入、开发城市相关产业的一种模式.     

如歌,如诗,如画,浪漫雪夜 冬之北海道五光十色

假若你曾见识过北海道春夏的花海、秋天的枫林,那就不能错过冬日的雪祭;假若你还未曾踏上这一片净土,那么从现在开始,就在雪花纷飞的银色世界中,首度见识北海道雪祭的魅力吧。     

早安,台北

台北的早晨是如此熟悉亲切:穿着深色校服急匆匆赶车的中学生、热气腾腾的早点摊、呈现出一片芜杂生机的街心安全岛、路边摇铃慢走的垃圾车、城市最常见的高大法国梧桐……还有那传统中式的商店招牌和门脸,无不让我清醒地感受到:台北,它不是异乡,只是被荆棘隔开了的家园。     

石头城,卡尔卡松

卡尔卡松拥有所有天赐的幸福,她有欧洲最古老完整的城墙,有大片葡萄庄园和美酒,有来自造化的美丽,最重要的是她仍然保有天堂般的安宁。     

俄罗斯,十面埋伏

因为曾经在三年前驾车穿越西伯利亚,我自以为是个熟客,津津乐道地向同伴讲述记忆中的西伯利亚,使得他们像我一样期待着这次旅行。对我而言,这次穿越西伯利亚好像旧梦重温,甚至旅行的方式都一样——日夜兼程。然而西伯利亚在她的广袤和静谧之后,也有很多看得到的变化,最明显的一点就是:车多了,路烂了,油贵了。