2. Why might a destination develop an events portfolio as a strategy? Illustrate your answer with an example.
为什么目的地可以将活动组合作为一种策略来开发？用一个例子来说明你的答案。
Over the years, there has been a significant increase in global competition as far as using events to attract visitors and/or tourists to destinations. To counter these challenges, some destinations have begun developing event portfolio as a strategy to enhance their attractiveness. To begin with, one of the factors that motivate destinations to develop event portfolios as a strategy is as a result of the fact that individual events are increasingly losing their capability to sustain their benefits for long periods. For instance, individual events such as the Olympic Games and the FIFA World Cup are incapable of promoting their benefits to the host nations long after they have ended. Therefore, to maintain their attractiveness long after such big events are over, destinations may be forced to create event portfolio in order to continue attracting visitors. For example, some of the visitors who attend events such as the FIFA World Cup or the Olympic Games may return back to a destination if they feel there are other events that can be explored in such an area. Therefore, destinations can achieve sustain their attractiveness in the long run by packaging their events as a portfolio rather than relying on single events.
多年来，在利用活动吸引游客和/或游客到目的地方面，全球竞争显著增加。为了应对这些挑战，一些目的地已经开始开发活动组合，作为提高其吸引力的战略。首先，促使目的地将活动组合开发为一种战略的因素之一是，单个活动越来越失去长期维持其利益的能力。例如，奥运会和国际足联世界杯等单项赛事在结束后很长一段时间内都无法为主办国带来好处。因此，为了在此类大型活动结束后长时间保持吸引力，目的地可能会被迫创建活动组合，以继续吸引游客。例如，一些参加国际足联世界杯或奥运会等活动的游客可能会返回目的地，如果他们觉得在该地区还有其他活动可以探索的话。因此，从长远来看，目的地可以通过将其活动打包为一个投资组合而不是依赖单一活动来保持其吸引力。
Similarly, destination can develop events portfolio as a way to attract a wide range of visitors. In this regard, single events hosted in a particular destination will only manage to attract visitors who are interested in these specific events. For instance, if a destination relies only on a particular form of music as a way to market itself, it will only manage to attract visitors have specific interests in such music. This could undermine the destination to sustain its economic growth and develop in the long run particular if the number of target visitors who are interested in the specific event decline. However, through creation of an events portfolio, the destination will be able to cushion itself against low growth and development in the event that one of the events experiences a decline in visitors. For example, a destination that combines tourism, a wide range of cultural activities, business events, music, sports and art among others into a portfolio will not only attract a wide range of visitors but it will also sustain its attractiveness as a destination both in the short and long run.
同样，目的地可以开发活动组合，以此吸引广泛的游客。在这方面，在特定目的地举办的单一活动只能吸引对这些特定活动感兴趣的游客。例如，如果一个目的地仅仅依靠一种特定形式的音乐来推销自己，那么它只能设法吸引对这种音乐有特定兴趣的游客。这可能会破坏目的地的经济增长和长期发展，特别是如果对特定活动感兴趣的目标游客数量下降的话。然而，通过创建活动组合，目的地将能够在其中一项活动的游客人数下降的情况下，缓冲低增长和发展。例如，一个将旅游业、各种文化活动、商业活动、音乐、体育和艺术等结合在一起的目的地，不仅会吸引大量游客，而且从短期和长期来看，它也将保持其作为目的地的吸引力。
4. How have the exhibitions staged at the Bendigo Art Gallery changed that city’s image and encouraged tourism? 本迪戈美术馆举办的展览如何改变了该城市的形象并鼓励了旅游业？
The events that are held in a particular destination could be instrumental in helping encourage visitors to flock to the place and engage in different activities such as tourism. Speaking from this point of view, the exhibitions staged at the Bendigo Art Gallery have helped improve the city’s image and encourage tourism in a way of ways. To begin with, these exhibitions often attract a large number of people who visit to enjoy different forms of art. With this in mind, rather than just depending on this single event as a destination, the city of Bendigo has focused on promoting its cultural tourism to visitors who come to exhibition at the Bendigo Art Gallery. By doing this, the city has managed to attract the exhibition visitors to other destinations within the city. For example, to enhance its cultural tourism, the city has focused on enhancing its night-time experience, thus encouraging visitors to exhibitions at the Bendigo Art Gallery to spend the night in this city. In this regard, these exhibitions have helped portray Bendigo as a city with great night-time experiences.
在特定目的地举办的活动可能有助于鼓励游客蜂拥而至，参与不同的活动，如旅游。从这个角度讲，在本迪戈美术馆举办的展览在某种程度上帮助改善了城市形象，鼓励了旅游业。首先，这些展览往往吸引大量的人前来欣赏不同形式的艺术。考虑到这一点，本迪戈市将重点向前来本迪戈美术馆展览的游客推广其文化旅游，而不仅仅是将这一单一活动作为目的地。通过这样做，该市成功地将展览游客吸引到该市的其他目的地。例如，为了加强其文化旅游业，该市将重点放在提高其夜间体验上，从而鼓励参观本迪戈美术馆展览的游客在该市过夜。在这方面，这些展览有助于将本迪戈描绘成一座拥有丰富夜间体验的城市。