英文學習文章
- Bruno Huang 黃鼎翰 / 老黑
- 發布於 Aug.29,2025
難度
對於絕大多數規模沒這麼大的旅遊業者來說，該如何突破地理限制，創造吸引力？
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In the ever-evolving tourism industry, is the relationship between hotels, attractions, and restaurants one of competition or collaboration? In the past, many operators adhered to the philosophy of "going it alone," believing that simply providing the best service would attract enough customers. However, as times have changed, a clearer trend has emerged: Individual effort falls short when compared to the power of a collective.
在瞬息萬變的旅遊市場中，飯店、景點與餐廳之間的關係，究竟是競爭，還是合作？過去，許多業者奉行「單打獨鬥」的哲學，認為只要將自己的服務做到最好，就能吸引到足夠的顧客。然而，隨著時代的演進，我們看到了一個更為清晰的趨勢：單打獨鬥不如眾志成城。
Consider a well-funded international hotel chain. Even if located in a remote desert or isolated island, it can create a self-sufficient "tourist oasis" with its own top-tier facilities, diverse restaurants, spectacular shows, and entertainment. Guests don't need to leave the hotel to enjoy everything. This is certainly a successful business model. But for the vast majority of smaller operators, how can they overcome geographical limitations and create an attractive destination?
想像一下，一個財力雄厚的國際連鎖飯店，即便地處偏遠的沙漠或孤島，也能透過自備的頂級設施、多元餐廳、精彩表演及娛樂活動，打造一個自給自足的「觀光綠洲」。旅客不需要踏出飯店一步，就能享受所有服務。這當然是一種成功的商業模式。但對於絕大多數規模沒這麼大的業者來說，該如何突破地理限制，創造吸引力？
The answer lies in collaboration.
答案就在於合作。
If a hotel lacks sufficient in-house facilities, it must look to the surrounding tourism resources. This includes local restaurants, historical museums, specialty souvenir shops, and vibrant shopping streets. By establishing mutually beneficial partnerships with these neighboring businesses, the hotel can offer diverse and appealing packages to travelers. Think of a "hotel stay + museum tickets + discount vouchers for local restaurants" or a "hotel shuttle + local guided tour + souvenir redemption coupons." This form of joint marketing not only enhances the traveler's experience but also drives traffic to the entire area, ensuring every participant benefits.
如果一家飯店沒有足夠的內部設施，它就必須將目光投向周邊的旅遊資源。這包括當地的餐廳、歷史博物館、特色伴手禮店、甚至是充滿活力的商店街。透過與這些周邊業者建立互惠互利的合作模式，飯店可以為旅客提供豐富多元的配套方案，例如：「住宿＋博物館門票＋周邊餐廳折扣券」或「飯店接駁＋地方導覽＋伴手禮兌換券」。這種聯合行銷不僅提升了旅客的體驗，更將人流帶向整個區域，讓每個參與者都雨露均霑。
Take Macau as an example. Upon checking into a large hotel, tourists often receive a thick tourist guide filled with discount coupons and gift vouchers for nearby businesses. This clever strategy encourages guests to venture out and explore neighboring attractions and shops, revitalizing the entire area's economic pulse. This is a concrete expression of the "win-win" spirit: the hotel enhances its appeal through the vitality of its surroundings, and the surrounding businesses benefit from the crowds the hotel brings.
以澳門為例，遊客入住大型飯店時，經常會收到一本詳盡的旅遊指南，裡面附有周邊商家的折扣券或禮品兌換券。這種做法巧妙地鼓勵旅客走出飯店，探索鄰近的景點與商店，讓整個區域的消費脈動活絡起來。這正是「共好」精神的具體展現，飯店藉由周邊的活力提升自身的吸引力，而周邊業者也因為飯店帶來的人潮而受惠。
In contrast, many operators who focused solely on "doing their own thing" have ultimately faced the decline of their business districts and the loss of customers. When the surrounding environment becomes bleak due to a lack of cooperation, a single operator's efforts are often a drop in the bucket. This is a common failure story in the tourism industry.
相反地，許多只專注於「把自己事情做好」的業者，最終卻面臨商圈沒落、客源流失的困境。當周邊環境因為缺乏合作而變得蕭條，單一業者的努力也往往顯得杯水車薪。這是旅遊產業常見的失敗案例。
Success Story: Walt Disney World, Orlando, USA
成功案例：美國奧蘭多迪士尼世界
Disney Parks are more than just theme parks; they are a powerful economic engine for the Orlando region. While Disney itself owns numerous hotels and facilities, it also collaborates with surrounding hotels, shopping centers, and other attractions. The entire city of Orlando operates as a massive tourism ecosystem. Visitors come for Disney, but their spending contributes to the entire region. This model proves that even a giant can achieve greater, long-term growth through cooperation.
迪士尼樂園不僅是主題樂園，更是奧蘭多地區強大的經濟引擎。雖然迪士尼本身擁有眾多飯店與設施，但它也與周邊的飯店、購物中心及其他景點建立合作關係。整個奧蘭多成為一個巨大的旅遊生態系，旅客因為迪士尼而來，卻也為整個區域的消費做出貢獻。這種模式證明了即使是巨頭，也能透過合作實現更長遠的成長。
Failure Story: Kenting Main Street, Taiwan
失敗案例：台灣墾丁大街
Once a bustling tourist spot, Kenting Main Street has seen a decline in recent years due to issues like sanitation and vendor pricing disputes. Many vendors operated independently, failing to establish effective self-regulation and cooperation to maintain the overall image of the business district. As a result, when one or two negative incidents occurred, the entire reputation of the Kenting area was damaged, affecting all businesses and leading to a significant drop in tourist numbers.
過去繁華的墾丁大街，近年來因環境整潔、攤商價格爭議等問題，導致遊客體驗下降。許多業者只顧各自經營，未能建立有效的自律與合作機制來維護整體商圈形象。結果是，當一個或幾個負面事件發生時，整個墾丁商圈的形象都受到影響，連帶影響到所有業者的生意，最終導致遊客數量銳減。
In conclusion, regardless of the industry, the era of "going it alone" is over. Only by "coming together as a collective" can we create a future of sustainable, shared prosperity.
總而言之，不論在哪個產業，「單打獨鬥」的時代已經過去，唯有「眾志成城」，才能創造永續共榮的未來。
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單字片語整理
Words in Use
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ever-evolving
[ˋɛvɚɪˋvɑlvɪŋ]
a. 不斷發展的
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top-tier
[tɑptɪr]
adj. 頂尖的，第一流的
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redemption
[rɪˋdɛmpʃən]
n. 兌換
Practical Phrases
●
adhere to
附著在⋯⋯
This paint will adhere to any surface, whether rough or smooth.
不論表面是粗糙還是光滑，這種漆都能附著上去。
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compared to
與⋯⋯相比
Compared to my house, my brother’s place is like a five-star hotel.
跟我家比起來,我哥哥的房子簡直是五星級飯店。
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consider + V-ing
考慮做……
I’m considering taking a trip to Japan.
我正考慮到日本去旅行。
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lie in..
在於……
The strength of the movie lies in its plot.
這部電影的優點在於它的情節。
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in contrast
相對地，相較之下
Sarah is usually quiet. In contrast, her brother is always noisy.
莎拉通常很安靜。相較之下，她弟弟一向很吵。
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contribute to N/V-ing
促成／有助於⋯⋯
= result in
= give rise to
Clear communication among team members contributes to the success of a project.
團隊成員之間的清楚溝通有助於專案的成功。
●
In conclusion, ...
總之，……
= To sum up
In conclusion, Tom is a man you can count on.
總之，湯姆是個你可信賴的人。
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regardless of
不論……、無論、儘管
Everyone is required to attend the meeting regardless of the typhoon.
儘管有颱風，每個人還是被要求出席會議。
