外文翻译---一个审查和评价中国的旅游质量保证体系的指导

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1、 1 中文 3350 字 本科毕业论文外文翻译 外文题目： A review and evaluation of Chinas quality assurance system for tour guiding 出 处： Journal of Sustainable Tourism 作 者： Songshan Huang and Betty Weiler 原 文： This paper evaluates the effectiveness of Chinas tour guiding quality assurance system as an instrument for sustaina

2、ble tourism. It notes the importance of Chinas 131,000 tour guides for inbound, outbound and domestic tourism. Chinas tour guiding quality assurance and regulatory mechanisms are then reviewed, including qualication examination, licensing, and professional certication, and training, awards for excel

3、lence, professional associations and codes of conduct. Structurally, Chinas comprehensive and comparatively regulated system may be recommendable to other countries, particularly its certication and licensing systems. However, the endings suggest that tour guide quality assurance in China may be con

4、strained by an over-reliance on government and the absence of industry-driven mechanisms for some elements such as monitoring, enforcement and rewarding excellence. Most importantly, the focus of Chinas quality assurance system Is on a limited number of tour guiding roles and tends to over look thos

5、e most critical to harnessing the guide as a vehicle for sustainable tourism. Key future development areas could extend recognition and reward for the guides performance as a role model, advocate, mentor, interpreter, cultural broker and environmental monitor. Keywords: tour guide； quality assurance

6、； sustainability； accreditation； China Sustainability and quality assurance as applied to tour guiding While national governments clearly have a role to play in fostering sustainable tourism 2 development, to date, only a limited number of dedicated national sustainable tourism schemes or policies a

7、re in place. Examples include the national sustainable tourism strategy initiated by Visit Scotland and the Sustainable Tourism Partnership in the UK (Lane, 2009), and those in small island destinations like Malta and Calvins (Dodds, 2007). Furthermore, it is not uncommon to observe a mismatch betwe

8、en national government policy preferences and the actions of industry entrepreneurs and practitioners with regard to tourism sustainability (Dinica, 2006). Nevertheless, it is believed that government is able to indirectly inuence sustainable tourism through regulatory mechanisms such as land use, i

9、nfrastructure planning and market instruments (Mycoo, 2006), including the regulation of tour guiding. While tour guiding and interpretation can prove to be critical activities to sustainable tourism, little Research has been directed to the mechanisms used to regulate and control the quality of tou

10、r guiding and their implications for sustainable tourism. Quality assurance has been a subject of interest in the hospitality and tourism industry and in tourism research for some time, with postgraduate level theses (Black, 2003； Issaverdis, 1998, 2001； Weeks, 1996), scholarly texts (Black&Crabtree

11、, 2007； Callan, 1994； Williams & Buswell , 2003)and whole journals devoted to the subject. That said, the vast majority of what has been researched and written about quality assurance focuses on service in the hospitality, hotel and airline industries and has limited relevance to tour Guiding and to

12、 sustainable development. Moreover, an examination of quality assurance in a non-western context is rare. Several researchers have touched on the issue of quality assurance in tour guiding (Ap&Wong,2001；Gurung,Simmons,&Devlin,1996；McGrath,2007；Weeks,1996；Weiler&Black, 2003； Yu, 2003), but generally

13、these have simply pointed to the importance of quality assurance rather than how to achieve it. Of most relevance to this paper is the work of Black and Weiler (2005), who underpin their analysis by rst presenting a research basis for determining what constitutes “quality” in tour guiding .They then

14、 review A range of quality assurance and regulatory mechanisms that have the potential to enhance tour guide performance, including codes of conduct, professional associations, awarding for excellence, training, professional certication and licensing. Furthermore, Black and Weiler present a matrix f

15、or examining quality assurance mechanisms in relation to a number of Characteristics or criteria, including whether the mechanism is compulsory or voluntary. For 3 example, codes of conduct are usually voluntary, simply because they are difficult to enforce, while training and licensing can be compu

16、lsory； Seek to achieve minimum standards for guiding. Professional associations aim to do this, for example, through self-regulation of members. Professional certication is sometimes used where there is a perceived need for more independent and more widespread recognition and adherence to minimum st

17、andards； Reward excellence or “best practice”. This is the function of awards for excellence, often promulgated by professional associations or government bodies. Arrange of qualications and professional certication levels are other ways of recognizing and rewarding excellence； Raise the awareness o

18、f the importance of quality guiding. Code of conduct, professional associations, awards for excellence, training, certication and licensing all aim to increase the credibility and status of guiding among guides and the industry generally. A description and evaluation of Chinas tour guiding quality a

19、ssurance system Although tour guiding quality has been one of the major issues on CNTAs policy agendas and both CNTA and local tourism authorities have expended considerable effort regulating tour guiding practices and maintaining tour guiding quality, this has not been systematically documented and

20、 reported in the public domain. Since the early 1980s, Chinas policies on tour guiding have seen a gradual evolution and transition. The policy transition and periodical changes could well reect the rapid change of Chinese society at large, or more specically the development of the tourism industry.

21、 However, tour guiding remains a highly regulated profession in China. Professional certication, licensing and training of tour guides Black and Weiler (2005) describe professional certication, licensing and training as relatively powerful mechanisms for ensuring quality tour guiding. China has a nu

22、mber of well-advanced initiatives in these areas which may well offer global models for harnessing tour guiding as an instrument to enhance sustainability. However, as will become evident in the following discussion, some of what has been possible in China may be less possible in democratic countries where government have less capacity and/or inclination to control and