The Key Factors Contributing To An Effective Destination Marketing Essay

The Key Factors Contributing To An Effective Destination Marketing Essay According to Blain 2001, before defining the concept of destination branding, it was essential to define branding in its general term. Henceforth to provide a better insight of the traditional definition of a brand a definition by Aaker (1990) in Managing Brand Equity was firstly identified. He defines brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. According to the traditional perspective, a brand was solely associated with the product/service which would help the product/service to be distinguished amongst others. Moreover, Kotler (2000) also shared the same viewpoint as he defined brand as the name associated with one or more items in the product line, which is used to identify the source of character of the item(s) (Kotler 2000, p. 396). In addition, as the word keeps evolving and becomes more challenging, Blain (2001) in his definition of branding explained the difference between brand and logo. He argued that the logo design is the symbol or visual representation of the brand, which includes image, identity and perceptions of the perceived product. Creating a logo is one key aspect of branding but the branding of a product/service involves more than just a logo as the brand name also is an important factor. Hence, both the brand and the logo are interdependent. Within this view, Keller (2003a) states that, à ¢Ã¢â€š ¬Ã‚ ¦whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand (p. 3). However, Kapferer (1997) mentioned that the brand is a sign- therefore external- whose function is to disclose the hidden qualities of the product which are inaccessible to contact (p 28). Here, the perception of branding is totally different compared to previous research. Kapferer put much emphasis on the identity that a brand name projects and which will further help the product/service to distinguish itself from competition. Taking the example of the global fast food industry namely McDonalds, Ghosh et al (2010) stated that there are certain value propositions that the company offers to its customers to satisfy their needs. McDonalds offers hygienic environment, good ambience and great service. It can hence be considered that the hidden qualities as mentioned earlier by Kapferer here is the perception which people have with regards to the ambience at Mc Donald. Henceforth, Kohli and Thakor (1997) suggest that, The challenge today is to create a strong and distinctive image (p. 208 ). Initially, a brand was simply a name, it gradually became a representation of a product and now a brand not only represent a product or service alone but marketers can also brand a city, a state, a nation or even a country. Branding is also about creating awareness of a destination. According to Upshaw (1995), it is useful to review a summary of the terminologies of branding as it helps to understanding the various terms of branding used in the branding of destinations. Brand Equity The total accumulated value or worth of a brand; the tangible and intangible assets that the brand contributes to its corporate parent, both financially and in terms of selling leverage. Brand identity Part of the brands overall equity; the total perception of a brand in the marketplace, driven mostly by its positioning and personality. Brand positioning What a brand stands for in the minds of customers and prospects, relative to its competition, in terms of benefits and promises. Brand personality The outward face of a brand; its tonal characteristics most closely associated with human traits. Brand essence The core or distillation of the brand identity. Brand character Having to do with the internal constitution of the brand; how it is seen in terms of integrity, honesty and trustworthiness. Brand soul Related to the brand character, defined as the values and emotional core of the brand. Brand culture The system of values that surrounds a brand, much like the cultural aspects of a people or a country. Brand image Generally synonymous with either the brands strategic personality or its reputation as a whole. Table 1: The basic terminologies of branding (Upshaw 1995) With these terminologies as a foundation, a definition of destination branding can be developed which will help to have a better overview of the tourism destination branding. DESTINATION BRANDING Despite being uncertain about referring the branding concept to the tourism destination context (OShaughnessy OShaughnessy 2000), that concept has only recently captured the interest of tourism destination researchers and practitioners (Curtis 2001; Anholt 2002; Cai 2002; Morgan Pritchard 2002; Olins 2002). The notion of branding in the tourism industry has only recently to come in the limelight and apparently became a debatable and examinable topic in the late 1990s according to Pike (2002) and Tasci Kozak (2006). Ricardo (2009) also supported the fact that although branding has been an old aged concept, the study of destination branding is a relatively new addition in the tourism research field. With reference to the definition of branding that Aaker (1991) derived from his research, he explained destination branding as a distinguishing name and/ or symbol (such as a logo, or trademark) intended to identify the destination and to differentiate it from competitive destinations. ( p.7). Here also, the researcher put much emphasis on the name and symbol that would contribute to the personalization of the destination from competitors. However, some researchers do not limit their definition of branding to a simple name and symbol. According to Ritchie and Crouch (2003), the destination branding concept is also about feelings and emotional attachment that the visitor would experience when visiting the destination. Within this perspective, they proposed the following definition: A destination brand is a name, symbol, logo trademark or other graphic that both identifies and differentiates the destination; furthermore, it conveys the promise of a memorable travel experience that is uniquely associated with the destination. It also serves to consolidate and reinforce the post- travel recollection of pleasurable memories of the destination experience. Henceforth, a destination brand is far more complex than a product brand. The destination brand must have two attributes to be efficient compared to the brand of a product/service. Firstly, it is necessary to differentiate itself from other destinations as put forward by Aaker (1991), and secondly people visiting the destination should also experience the promise associated with the brand message. The marketer must make sure to deliver the experience promised. Taking the example of Columbia, the brand associated is The only risk is wanting to stay. According to Buncle (2009), when a sightseer visits Columbia, he should want to prolonged his visit, only then the marketer could have the satisfaction of a successful destination brand. Additionally, Cai (2002) defined destination branding from a much similar perspective. He described destination brand as perceptions about a place as reflected by the associations held in tourist memory (Cai 2002, p. 273). His definition reflects that of R itchie and Crouch (2003) as both consider destination brands as an essence, a perception that tourists have when visiting a destination. However, Kerr (2006) considered the concept of competitiveness, the promise of a memorable travel experience and the recollection of pleasurable memories to derive his own definition. To summarize the concept of destination branding, De Chernatony McDonald (1992) commented that the concept of branding is increasingly being applied to people and places. Furthermore, Kotler et al (1999) argue that the concept of a brand name extends to tourist destinations. Acapulco, Palm Springs and the French Riviera have developed strong reputations, consumer perceptions and expectations. In similar ways, Virginia builds on Birthplace of Presidents, Mississippi on The Heart of Dixie, Niagara Falls is Romance, Greece is The Birthplace of Democracy and Florence The centre of the Renaissance. According to Kotler et al (1993), the concept of destination branding is linked to the specific attraction that the destination has to offer and is a platform for building a places image. Finally, the most comprehensive definition of destination branding to date was proposed by Blain et al (2005, p. 337), which includes both supply and demand perspectives: Destination branding is the set of marketing activities that (1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination; that (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; that (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that (4) reduce consumer search costs and perceived risk. Collectively, these activities can help a destination have a positive influence on the visitor while the latter makes his choice of destination. The definition proposed by Blain et al (2005) covers all the needs and wants a traveler would want to have for his trip. To summarize, defining destination branding is a complex process as it is not only the marketing of a destination but also the sense of promise that the marketer would associate with the brand to all the potential visitors. It also encompasses the satisfaction the visitors would derive when experiencing the destination. COUNTRY BRAND VERSUS DESTINATION BRAND Not much research has been done till now to differentiate between a country brand and a destination brand. However according to Szondi (2007), the aim of destination branding is to attract visitors and boost tourism, while country branding promotes economic, commercial and political interests at home and abroad. Szondi (2007) further suggest that a country brand can consist of different brands, such as a destination brand, an export brand, an investment brand, a political brand, which can be all different rather than having a central, all-encompassing country brand. Some of these sub-brands can be stronger and more successful than others. He further argues that country brands have both intangible and tangible elements, such as the products or services of the particular country. The more specific aims of country branding are to create or advance the country-of-origin effect, to promote exports or attract investors or a skilled workforce. Country brands can serve as a sort of umbrella under which further sub-brands can be developed. Taking the case of Mauritius as example, it can be noted that its country brand is Mauritius- its a pleasure whilst its tourism brand is Les Iles Vanilles, on technological grounds, Mauritius has branded itself as Cyber- Mauritius and ecologically, the island has been termed as Maurice- Ile durable. Sub- brands are very important for a destination as it helps both investors and travelers to have an overview on the political, economical, social, technological, ecological and legal aspect of the destination. Another concrete example which shows an evidence of the difference is the case of India. The country brand of India is Incredible India, but several destinations of the country itself are branded separately. Table 2 clearly shows the difference between the country brand and the destination brand. Country brand Destination brands Table 2: Difference between a country brand and a destination brand REASONS DESTINATIONS DEVELOP BRANDS Research has proved that branding improve destination image among visitors and help Destination Marketing Organizations (DMOs), who are the stakeholders of the tourism industry of a destination, in measuring the success of that branding concept. Branding successes include the Courtyard by Marriott (Alford 1998), Forte Hotels (Connell 1994), and Florida (American Marketing Association 1997). In addition, the 1998 Annual Travel and Tourism Research Association conference has reported a number of destination branding success stories. These included New York, Tasmania, Australia, Canada, New Orleans, Lousiana, Texas, and Oregon. The branding success in the hospitality firms (Beirne 1999; Higley 1999; Hodge 1998; Salomon 1998) has also been recognized. Also, from a nation branding perspective, Hamilton (2000) viewed Scotland as uniquely strong in integrity, inventiveness, tenacity, and spirit. Henceforth, it can be concluded that all the studies stress the importance of reinforcing a uniq ue image and personality as well as differentiating the destination from competitors to be successful and to be a recognized destination and nation around the world. Additionally, according to Rainisto (2004), a successful brand is a key national asset that is why every nation brands itself. In other words, branding is considered as a marketing tool to promote a destination and in the process of developing a successful brand the place itself is developed. Brown et al (2002) took the example of Australia and the Sydney 2000 Olympics to describe such a development. Branding Australia as a whole has changed the perspectives of many. With the Sydney Olympic game, other countries and even the local population viewed Australia differently as the targeted group was satisfied with the Sydney Olympic and Australia brand image was boosted. To summarize, destinations develop brands to be economically stable and develop as well as exploit existing resources for the benefit of the destination itself. Moreover, destinations develop brands so that they can sell themselves by citing only category benefits. For example, several tropical destinations mostly islands like Jamaica, The Bahamas, Puerto Rico, Virgin Islands, Bermuda, Mexico and the Cayman Islands praise their clear blue water and white or pink or black sandy beaches to attract maximum number of tourists1. They sell fun, excitement or relaxation or the various activities that their destination offers with an added value of local culture which will outsmart the destination when compared to others as each destination has its own culture. Thus, it can be concluded that destinations develop brands to achieve fame and success by selling themselves to potential visitors. 1:http://www.stealingshare.com/pages/%20Destination%20Brand%20Development%20and%20Tourism%20Brand.htm DESTINATION IMAGE: The aim of destination branding is to put emphasis on the importance of a tourism brand and present the targeted market a favorable image of the mentioned brand according to Jalilvand et al (2010). It can therefore be understood that the image of a destination holds much importance and is considered as one of the key success factor brand. Moreover, Lin et al (2007) also agrees with the fact that destination image plays an important role in shaping tourists preferences and decisions to visit a particular destination. Henceforth, according to Morgan and Pritchard (1998), There is undoubtedly current interest in image. Image is exhorted as the defining experience of the decade, as the new reality. It is commonly recognized that destination image is, the sum of beliefs, ideas, and impressions that a person has of a destination (Crompton 1979, p. 18), it is also an important aspect in successful destination marketing (Tasci Gartner 2007). Some researchers relate destination image as one of the key component for the overall success of a destination in the field of tourism (Chen and Kerstetter 1999; Dadgostar and Isotalo 1992; Hunt 1975). Additionally, according to Echtner and Ritchie (1991), destination image is defined as not only the perceptions of individual destination attributes but also the holistic impression made by the destination (p. 8). Therefore destination image has proved to be a major factor in determining visitor choice (Lee, OLeary, and Hong 2002). The 3- Gap tourism destination image formation model: Moreover, as destination image has a great impact on the tourist behavior, researchers has been trying to identify the determinants that define, modify, and strengthen this concept (Tasci Gartner 2007). Therefore, past studies have considered destination image as a dependent variable suggesting that several factors play a role in the destination image formation (Alhemoud and Armstrong 1996; Bramwell and Rawding 1996; Gartner and Shen 1992; Gunn 1972; MacKay and Fesenmaier 1997; MacKay and Fesenmaier 2000; Smith and MacKay 2001; Sonmez, Apostolopoulos, and Tarlow 1999). Figure 1 below illustrates the destination image formation model and subsequently identifies those elements that have a direct influence on how the perceived destination image is formulated in the mind of the visitor. According to the diagram, there are three main types of destination image namely the cognitive, affective and the conative image that bridges the gap for a successful and effective destination image form ation which will eventually lead to a successful destination brand. FIGURE 1 THE 3-GAP TOURISM DESTINATION IMAGE FORMATION MODEL Figure 1: Adapted from Govers et al- 2007 Assurance of Quality According to Blain et al (2005) a recognized brand is an assurance for consumers who would generally derive satisfaction from that brand and trust that their expectations will be met. Viewed within a hospitality context, visitors will likely expect high-quality facilities and customer service at a renowned internationally recognized chain (brand) of hotels like the Oberoi Hotel Group as they are already acquainted with the service being provided by that particular firm. At the same time, visitors can also expect to pay a premium for this assurance of quality and reduction of perceived risk (Blain et al 2005). L. Berry (2000) states that a brand reduces customers perceived monetary, social, or safety risk in buying services, which are difficult to evaluate prior to purchase (p. 128). Henceforth, the image that a destination projects in the tourism market and its product offering as illustrated in the diagram above is primordial. DESTINATION AND BRAND PERSONALITY Furthermore, one of the other key factors for an effective destination brand is the personality of the destination. As places seek to become distinctive and unique in their own ways, destination personality is viewed as a possible means for understanding tourists perceptions of places and for designing a unique destination identity (Caprara et al 2001; Crask and Henry 1990; Morgan et al 2002, Triplett 1994). As we have seen in Table 1 above, Upshaw (1995) defined brand personality as human traits associated with the destination. Taking Dubai as an example, it is portrayed as a friendly, safe and virtually crime- free country and where hospitality has been a tradition for centuries2. 2:http://www.dubaitourism.ae/DubaiataGlance/WelcometoDubai/tabid/309/language/en US/Default.aspx BRAND PERSONALITY: In the tourism literature, the study of destination image has been of utmost importance during the past three decades, but destination personality has remained largely unexplored. However, since Aaker (1997) developed the Brand Personality Scale (BPS), which consists of five generic dimensions namely excitement, sincerity, competence, sophistication, and ruggedness, further studies on destination personality has been conducted and the brand personality dimensions have been applied to various destinations across different cultures to have a better overview on consumers opinion on that particular area and how it is being consumed by visitors (Aaker et al 2001; Supphellen and Grà ¸nhaug 2003). The brand personality of a destination must have the ability to provide a sense of uniqueness in the minds of the consumers which will in turn help to build and enhance brand equity (Keller 1993; Johnson et al 2000; Phau and Lau 2000). If a brand has a strong personality, consumers would be influ enced (Sirgy 1982; Malhotra 1988) and would tend to develop stronger emotional ties (Biel 1993), trust, and loyalty with the brand (Fournier 1998). DESTINATION PERSONALITY: Similarly to brand personality, a unique and emotionally attractive destination personality can influence the perceived image of a place and influence the choice of the tourist. For example, According to Crockett and Wood (2002), the rebranding of Western Australia has reflected another personality of the country. The destination was promoted as a premier nature-based tourism destination which in turn resulted in an increase in tourism. Although there has been little experimental investigations, destination personality has been adopted by many tourism academics at the conceptual level (Crockett and Wood 2002; Henderson 2000; Morgan et al 2002). For example, through an analysis done in a travel and tourism advertisement in the US travel media, Santos (2004) revealed that Portugal was represented with personality attributes such as contemporary, modern, sophisticated, and traditional. Morgan and Prichard (2002) observed that England was portrayed as being conservative, pleasant, refined, civilized, eccentric, and down to earth in the UK tourism media. Furthermore, Henderson (2000) revealed that the New Asia-Singapore brand composed of six personality characteristics namely cosmopolitan, youthful, vibrant, modern, reliability, and comfort. Moreover, destinations can be described using human personality traits, such as Europe is traditional and sophisticated; Wales is honest, welcoming, romantic, and down to earth; Spain is friendly and family oriented; London is open-minded, unorthodox, vibrant, and creative; and Paris is romantic (Morgan and Pritchard 2002). When choosing among competing products, consumers assess the degree of similarity between the personality traits communicated by the product (Plummer 1985) and by so doing; they reflect their own personality (Zinkhan et al 1996). Hence, a sportsman buying an energy drink like Red Bull will give the latter the impression that when consuming the drink, it would help him to be as strong as a bull. Therefore, there is both a physical and emotional consumption of the product. This notion is supported by Browns study (1992), which advocates that through tourism experience, there are symbolic as well as physical consumption of places. In contrast, whether the tourists have had a direct or indirect contact with the destination, perceptions of destination personality traits can be outlined (Plummer 1985). Destination send a variety of messages, most especially through advertising and tourists would receive and interpret those messages and form a personal opinion on the behavior of the destina tion. Personality traits can be associated with a destination in a direct way through citizens of the country, hotel employees, restaurants, and tourist attractions, or simply through the tourists imagery, defined as the set of human characteristics associated with the typical visitor of a destination (Aaker 1997). In an indirect manner, personality traits can be attributed to destinations through marketing programs such as cooperative advertising, value pricing, celebrities of the country, and media construction of destinations (Cai 2002). Accordingly, Ekinci and Hosany (2006) argued that, similar to consumer goods/brands, tourism destinations are rich in terms of symbolic values and personality traits, given that they consist of a bundle of tangible and intangible components (e.g., visitor attractions, hotels, and people) associated with particular values, histories, events, and feelings. Henceforth, it can be perceived as one of the key factors which contribute to an effective tourism destination brand. DESTINATION POSITIONING Another key aspect of an effective and successful destination brand is the positioning of the destination. In their classic book, Positioning: The Battle for Your Mind, Ries and Trout (1981) argued that the concept of positioning is not only applicable to a brand but also to a company, service, person, or even a place. A great number of researches have been conducted in the area of destination image and positioning (Gartner, 1989; Woodside et al., 1989; Woodside, 1990; Etchner and Ritchie, 1993; Chacko, 1997; Walmsley and Young, 1998; Botha et al., 1999). Most of the previous studies have followed the traditional approach to positioning that is based on image creation using a number of attributes that reflect the destinations most attractive products. Moreover, Etchner and Ritchie (1993) also believe that the image of a destination should be seen as having components that are attribute-based and holistic. They argued that an analysis of these attributes, integrated with personal variables such as the type of tourism needs sought, can help in identifying the relative strengths and weaknesses of the destination and can also contribute to identifying potential niche markets that could be used in developing the destinations positioning strategy. Buhalis (2000) also suggests, based on Butlers (1980) des tination life-cycle model as shown in Figure 2, that destinations at the later stage of their evolutionary development, that is the rejuvenation phase, should focus on alternative marketing strategies that support the image alteration, redesign or re-positioning of the tourism product. Figure 2: Adapted from Butler (1980) According to the figure above, the following represents: A: Exploration phase B: Involvement phase C: Development phase D: Consolidation phase E: Stagnation phase F: Decline/ Rejuvenation phase According to Butler (1980), each stage contributed to the expansion of tourism in the destination. However, the last phase namely decline/ rejuvenation phase recommend a repositioning and rebranding of the destination to boost the tourism level of the destination. Moreover, Trout and Rivkin (1996) believe that repositioning strategy becomes necessary when (1) Customer attitudes have changed; (2) Technology has overtaken existing products; and/or (3) Products have strayed from the customers long-standing perception of them. Furthermore, Crompton et al (1992) also suggested that, for effective positioning of a destination, the strong attributes that are perceived as important by visitors should be first identified. Also to be identified are other relevant attributes that are unique to the destination and capable of differentiating it effectively from its competitors in its ability to satisfy the customers needs. Consistent with this line of thought, Chacko (1997) in a study of the US tourism market combined the ten highest-ranked activities among Japanese tourists with their specific image attributes of the destination in order to get an indication of how to position the USA as a destination for Japanese visitors. Henceforth, the positioning of a destination is the process of establishing a distinctive place of that destination in the minds of potential visitors (Gartner, 1989). From the above, it can be concluded that to ensure success for the positioning strategy of a destination, it is imperative that the image of the destination and the specific product attributes that satisfy the customer should be identified. Authors such as Gunter and Furnham (1992), Sleight (1993) and Weinstein (1994) believe that markets are no longer as mass-oriented or colossal as they once were due to a change in visitors tastes and needs. Most tourists are in need for unique and unspoiled destinations. Therefore, as explained by Etchner Richie (1993), the measurement of the customers image of the tourism product and the satisfaction of the product attributes, combined with the identification of the tourist needs and desires in a tourist destination (Cho, 1998), can be perceived as factors leading to an effective destination positioning. BRAND EQUITY Apart from destination image, destination personality, destination positioning, another factor which can be considered as important for an effective brand is brand equity. Recently, much emphasis has been put in the tourism literature to the concept of brand equity (Ind 1997; Kapferer 1998; de Chernatony 1999; Aaker Joachimsthaler 2000). The Marketing Science Institute (1989) described brand equity in the perspective of customers as à ¢Ã¢â€š ¬Ã‚ ¦the value that is added by the name and rewarded in the market with better profit margins or market shares. It can be viewed by customers and channel members as both a financial asset and as a set of favorable associations and behaviors. Keller (2002) also defines brand equity from a customers perspective. He explained that an identifiable brand would urge customers to respond favorably to the product. On the other hand, from a managerial perspective, Aaker (1991) defined brand equity as a set of brand assets and liabilities linked to a brand, its name and symbol add to or subtract from the value provided by a product or service to a firm and/or that firms customers. He stated that the assets and liabilities linked to a brands name or symbol can be grouped into five dimensions namely brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary brand assets. He suggested that brand equity can be generated by strengthening those dimensions. Besides, Faircloth (2001) stated that recent definitions of brand equity have evolved and include the added value of name and expand to a broad set of attributes that drives customer choice. He also argued that brand equity actually represents a products position in the minds of consumers in the marketplace. Nevertheless, researches on the brand equity concept and its dimensions have been mostly investigated within products and services context; the brand equity concept within a tourism destination context is currently in its infancy (Konecnick Gartner, 2007; Pike, 2007). CONCLUSION: Branding has evolved from product brand to destination brand. However, destination branding is far more complex than branding itself. There are four key factors in the literature review that have been developed. These are destination image, destination personality, destination positioning and finally brand equity. Yet, destination image is still considered as one of the most important aspect for an effective brand. Moreover, the 3-gap tourism destination image formation model is an integral tool for marketers have a better insight of the loopholes that should be tackled when promoting a place. Henceforth, whenever any DMO want to create an effective brand, the four key brands must be given due priority.

Materialism vs. Simple Living

The definition of materialism is not far-fetched from the word material, from which it was derived. Materialism simply means the quest for possessions. Some would readily call it acquisition of goods. It is a term encoding a life style born in a continuous desire to acquire goods of this world with possibly an end result of deriving satisfaction. Hardly any will argue that human needs some basic things in life, conversely, what has been an imprecise issue is, what these human’s needs are. This has generated a lot of argument both in the distant and recent past. However, an agreement has been arrived at that human’s needs are basically Food, shelter and Clothing. Virtually all schools of thought have given assent to these three basic needs, but the question yet unanswered is, will life be bearable with just these three things? Apparently, anybody attempting the above question will answer with a salvo no!, for the idea of human without cars, mobile phones, computers etc is a painful conception itself not to mention human practically living it. At this juncture, we cannot but subscribe to the materialist doctrine, for all logical human know that these material things do not only make our everyday lives easy, they virtually make our existence possible and a reality. Following a logical trend, few would disagree with the fact that too much of many human’s habit is bad. Like a medical doctor will rightly explain that too much smoking is dangerous to health, psychologists would claim that a child being exposed to too much film full of violence is wrong, consequently, it will not be far away from truth to claim that too much desire for materials things is wrong. After all, these things we claim give satisfaction to us are short termed, that can be referred to as timed satisfaction, such as things that do not stand the test of time after a longing for them. It is simply ephemeral (short live). Taking a philosophical flight, one would realize that human can be considerably happy with little or few material things. Imagine the sheer pleasure of sitting under a tree in a nearby park on an early morning before sunrise, with the natural bliss of early singing birds waking all the blossoming flowers. This priceless experience could be unparallel to any acquisition of all the wealth in the world. Aren’t the best things of life free? Living a materialistic existence is a habitual passion to quench thirst for unnecessary luxuries that probable in the end bring pain to human. Imagine the expense of maintaining tax on a garage of cars of different models and brands. The lifestyle could be based on some objective and subjective reasons. For example, a quest for comfort at all time backs up the need to get equipped with different form of   expensive automobiles even though it is certain that more than one cannot be in use at the same time. Some will rather submit that materialistic existence is more than ninety percent base on psychologically reasons that may be unfit to hearing. Many rather remain silence at such a question about the necessity of getting those materials. â€Å"We are dust, and to dust we shall return†! This was an aged verdict of the creator of men. Who sees us occupying space for only a calculated period of time. With a strong holding on this believe, majority of the people who consciously live a simple lifestyle attached reasons to this. Others who are known to live a simple lifestyle really do not have a genuine excuse other than the financial strength to maintain the pace of materialism without wearing out in the lane, but several surveys have proved them the happiest people. We also have the ‘busy ones’ who do not care about other things beyond a single purpose of contributing to their generation. Scientists are categorized in this class. They experiment new discoveries all and derive joy solely in their works, which they consider as the only relevant essence for living in this world. These categories have been the ones that contributed mostly to the world. Their discoveries generate all the expensive gadgets the materialists seek with lust. Personally, I believe most of material things human acquire are not only meant to satisfy their needs but to either impress or entice this or that person, â€Å"vanity† to borrow a word from the bible. Many have gone bankrupt trying to maintain the exotic lifestyle of the society they chose to belong to. Many cases of suicide have been traced to this source. However, between materialism and simple living the thin line separating the two can be difficult to mark out, after all, no human can claim he or she does not enjoy the pleasure of the good things. Today, even the so called men of God are known to have all the material benefit this life could offer, what they renounce is an excessive lust for these things which they claim leads to evil. Summarily, since it has been proven that man cannot do without some material needs and that too much lust after material these things is uncalled for, it will be a logical conclusion to claim that human should pursue their need with moderacy, by limiting their pursuit to their basic need of existence. References Linda Breen Pierce , Choosing Simplicity: Real People Finding Peace and Fulfillment in a Complex World . The Gallagher Press. Dr. Peter C. Whybrow American Mania, Neuroscientist: When More Is Not Enough (W.W. Norton), 2005. Mark Brandenburg MA, CPCC, Secrets of Emotionally Intelligent Fathers, www.markbrandenburg.com n.d.

English for Specific Purposes - 2243 Words

2 The development of ESP The best laid schemes o mice and men Gang aft a-gley. (Robert Burns) From its early beginnings in the 1960s ESP has undergone three main phases of development. It is now in a fourth phase with a fifth phase starting to emerge. We shall describe each of the five phases in greater detail in later chapters, but it will provide a useful perspective to give a brief summary here. It should be pointed out first of all that ESP is not a monolithic universal phenomenon. ESP has developed at different speeds in different countries, and examples of all the approaches we shall describe can be found operating somewhere in the world at the present time. Our summary must, therefore, be very general in its focus. It will be†¦show more content†¦The basic hypothesis of this stage is succinctly expressed by Allen and Widdowson (1974): We take the view that the difficulties which the students encounter arise not so much from a defective knowledge of the system of English, but from an unfamiliarity with English use, and that consequently their needs cannot be met by a course which simply provides further practice in the composition of sentences, but only by one which develops a knowledge of how sentences are used in the performance of different communicative acts. Register analysis had focussed on sentence grammar, but now attention shifted to understanding how sentences were combined in discourse to produce meaning. The concern of research, therefore, was to identity-the organisational~patterns in texts and to specify the linguistic means by which these patterns are signaled. These patterns would then form the syllabus of the ESP course. The Rhetotical Process Chart below (from EST: A Discourse Approach by L.ouis Trimble (1985)) is representative of this approach: Level Description ol level A The objectives fl the total discourse EXAMPLES 1. Detailing an experiment 2. Making a recommendation 3. Presenting new hypotheses or Theory 4. Presenting other types of EST information B The genera! rhetorical functions that develop the objectives of Level AShow MoreRelatedEnglish For Specific Purposes ( Esp )2074 Words   |  9 Pages English for specific purpose (ESP) has a long history in the field of English teaching. ESP is a branch of English language Teaching (ELT) and refereed as ‘applied ELT’ because the aims and contents of any ESP course is based on specific needs of the learners and context and focuses more on specific and immediate needs of the learners . 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Commonly Confused Words Hurdle, Hurl, and Hurtle

The words hurdle and hurtle are near-homophones: that is, they sound  almost  the same, especially when theyre not pronounced clearly. But be careful: these two words have different meanings. Adding to the challenge is the fact that the verb hurtle overlaps in meaning with another similar-sounding word--hurl. Definitions (1) Hurdle. As a noun, hurdle refers to a fence or a frame--one of a series of barriers to be jumped over in a race. The plural form, hurdles, refers to a  race in which people or horses have to jump over barriers.   Metaphorically  a hurdle can refer to any obstacle, barrier, or problem that needs to be overcome. As a verb,  hurdle means to leap over or overcome an obstacle or difficulty.  The act of running and jumping over an obstacle is called  hurdling. (2) Hurl. The verb  hurl  means to throw something with a lot of force. Hurl  can also mean to say or shout something (often an insult) in a forceful way. In the slang sense of the word, hurl means to vomit. (3) Hurtle. Hurtle is a verb that means to move with great speed or to throw with great force. Examples She made herself think of a flock of sheep penned up in a hurdle in a field. She made one of the sheep jump the hurdle; then another. One, two, three, four—they  jumped over the hurdle. But the fifth sheep would not jump. It turned round and looked at her.(Virginia Woolf, The Years, 1937)Can renewable-energy companies be profitable? Can green make green? The answer, of course, is yes. Just as soon as they cross over a fundamental hurdle: finding a strategy that actually works.(Julie Creswell and Diane Cardwell, Renewable Energy Stumbles Toward the Future. The New York Times, April 22, 2016)Always big crowd-pullers, hurdling events are among  the most exciting at any athletics meet. The object of a hurdles race is to jump over a series of gatelike obstacles and reach the finish line first.(The Sports Book, 3rd ed. DK, 2013)Bobby Davies . . . had such an  incredible arm that he could stand at one end of the court and  hurl the ball  all the way down its length, hitting the backboard at the far end.(John Taylor,  The Rivalry: Bill Russell, Wilt Chamberlain, and the Golden Age of Basketball. Random House, 2005)On more than a few occasions Will went to the public school at the start of his lunch break and blew on his whistle, causing the Muss members to leap up from their desks,  hurtle out of  their classrooms, and form up for a quick hike.(Jamie Malanowski,  Commander Will Cushing: Daredevil Hero of the Civil War.  W. W. Norton, 2014) Usage Notes Hurl and Hurtle[H]url denotes a greater degree of separation between the propelling force and the thing propelled than hurtle does: you hurl a discus but hurtle down the hallway.Although collision was a central part of hurtles original meaning (dating from the 13th century), the word took on a collisonless sense in the early 16th century. Today the idea of violent impact depends largely on the preposition that follows the verb: against, into, or together denotes a collision hurtled against [or into] a tree the knights hurtled their steeds together, whereas along, by, down, past, and up tend to denote collisionless rushing the car hurtled by [or past] the crowd the horse hurtled along [or down or up] the road the plane hurtled up into its flight pattern.(Bryan A. Garner,  Garners Modern English Usage, 4th ed. Oxford University Press, 2016) Practice (a)  The major _____  for single parents is finding a job that fits in with their childcare responsibilities. (b) He shouted and made a desperate attempt to _____  the grenade  through the open hatch, out on to the empty deck above. It was a good and gallant effort, but the grenade hit the hatchway combing and fell back.(Robin Hunter,  True Stories of the Commandos. Virgin Books, 2000)  (c) [W]hile the spacecraft continued to _____  on toward  Jupiter, overflow crowds had poured out of Beckman Auditorium on the campus of the California Institute of Technology.(David Morrison and  Jane Samz, Voyage to Jupiter. NASA, 1980)   Answers to Practice Exercises (a)  The major  hurdle  for single parents is finding a job that fits in with their childcare responsibilities. (b) He shouted and made a desperate attempt to  hurl  the grenade  through the open hatch, out on to the empty deck above. It was a good and gallant effort, but the grenade hit the hatchway combing and fell back.(Robin Hunter,  True Stories of the Commandos. Virgin Books, 2000)  (c) [W]hile the spacecraft continued to  hurtle  on toward  Jupiter, overflow crowds had poured out of Beckman Auditorium on the campus of the California Institute of Technology.(David Morrison and  Jane Samz,  Voyage to Jupiter. NASA, 1980)