ABSTRACT This paper considers whether an inductive, collaborative information and communication technology-based approach to learning promotional language may help non-native English speakers produce destination material that can be effective in a real-world context. At a Japanese university, tourism communication students collected examples of professional language from the web in a shared database which they subsequently consulted in producing domestic destination websites in English. Text written by students for a destination was compared in a survey to text from an official English website for the destination. The survey measured the reaction of potential tourists in terms of trust in accuracy, expectations of service, and destination interest. Results indicate that the student material engendered stronger overall destination image, based on source credibility, interest in travel to the destination, and higher service expectations. The study considers implications of the results in terms of the effect of writing quality on destination image, and argues for the importance of cross-cultural marketing competence in tourism education.

中文翻译：

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跨文化推广能力：学生和 DMO 营销文本的比较

摘要 本文考虑了基于归纳、协作信息和通信技术的学习宣传语言的方法是否可以帮助非英语母语人士制作在现实世界中有效的目的地材料。在日本的一所大学，旅游传播专业的学生从网络中的共享数据库中收集专业语言的例子，随后他们在用英语制作国内目的地网站时参考了该数据库。在一项调查中，将学生为某个目的地撰写的文本与该目的地的官方英文网站上的文本进行了比较。该调查衡量了潜在游客对准确性的信任度、服务期望和目的地兴趣的反应。结果表明，学生材料产生了更强的整体目的地形象，基于来源可信度、对目的地旅行的兴趣以及更高的服务期望。该研究考虑了写作质量对目的地形象的影响方面的结果，并论证了跨文化营销能力在旅游教育中的重要性。