外文翻译--通过政府角色转变加快中国旅游营销的电子商务化.doc

河北科技师范学院本科毕业设计外文翻译Expediting Chinese Tourism Marketing in Electronic Business by Transforming Governmental Roles院（系、部）名 称 ： 工商管理学院 专 业 名 称：信息管理与信息系统 学 生 姓 名：马建彪 学 生 学 号：0811080213 指 导 教 师：刘淑霞 2012 年 5 月 18 日河北科技师范学院教务处制Expediting Chinese Tourism Marketing in ElectronicBusiness by Transforming Governmental RolesAbstract: In less than 20 years, the tourism has become Chinese new economic growth point, which powerfully promoted Chinese economic boom and social developmentChina is gaining importance in the international tourism market for its historical and cultural attractiveness as a destinationHowever, as an extremely promising service industry, Chinese tourism is confronted with many difficult problemsThe government is one of the main bodies which involved in the tourismThis study sheds more light on the governmental roles in tourism marketing based on E-businessFirstly, the paper analyses the characteristics of tourism in China and the existing problemsSecondly, we assess the level of current tourism marketing and discuss the principal barriers of implementation of E-business from an organizational and technical point of view respectivelyThen we explored the governmental roles in electronic businessAt last, conclusions are drawnKeywords : E-Business, Tourism marketing, Governmental roles, Public Administration1 IntroductionWith the explosive growth of the Internet and Internet applications, the World Wide Web has captured the position to be the major enabler of building global information centerFor the tourism, there is no surprise that Internet has become a new media to deliver first hand information about services or products to the customers around the world. The development of electronic Business (E-Business) has led to great changes in the tourism around the world. In less than 20 years, the tourism has become Chinese new economy growth point , which powerfully promoted Chinese economic boom and social developmentThe Chinese tourism has invested large amounts of money over last few years in the development of what is known as theGolden Tourism ProjectChine, as a fast-growing developing country in Asiais gaining importance in the international tourism market for its historical and cultural attract-tiveness as a destinationShe has become one of the worlds most popular tourist destinationsThe tourism destination is one of the key components of the tourism valueA destination can be understood as a complex subsystem of tourism principals and organizations, activities and attractions, which form the foundation for travelersdecisions when planning a vacation. In recent years，many efforts have been undertaken to build comprehensive information systems to market a destinationa region, or a country , and to get benefits from improved internal collaboration through these systemsDuring the processGovernment involvement has greatly influenced tourism developmentIn most developing countries，the private sector generally has little experience with the tourismSo the governments in developing countries tend to be more actively involved inTourism in China has rapidly developed since the adoption of open-door economic reform policy in 1978There is still little understanding about the role played by the Chinese government in the development of tourismThis paper sheds more light on the governmental role in tourism marketing of E-businessFirstly, the paper analyses the characteristics and the existing problems of Chinese TourismWe assess the level of current tourism marketing and discuss the principal barriers of implementation of E-business from a technical and organizational point of view respectivelyThen we explore the governmental role. responsibility and the task in tourism marketing of E-businessAt last conclusions are drawnBased on Chinas experiencesSome implications of the governmental roles for other developing countries are suggested2 Current Status of Chinese Tourism Marketing in E-businessAs we move into the Information Age , consumersexpectations are being radically alteredThe Internet, more than any other technology , is teaching people that they can go online and quickly find out about any subject that is currently holding their interestThis character is important to the travel and tourismTravel is information at the point of saleUnlike most consumer goods such as televisions, cameras and carsTravel cannot be sampled before the decision is made to buy itThis is also true of tourisms productIt cannot be sampled before the traveler arrivesThus, the decision to “purchase”the destination, that is to visit it, is based solely on information made available to the touristThis may be recomme- ndation from friendsit may be brochure supplied by National Tourism Offices or perhaps advertisementsIncreasingly, however, it is information that made it available on the Internet, particularly on the World Wide webTourists are tapping into the wealth of destination material on the World Wide web and using this is a primary source of destination informationThe new truth for destination marketing organizations is that if you are not online then you are not on-sale within your key marketsAnother inherent characteristic is mobility, where the entire tourist life cycle is integrated with the respective supplier processesObviously, suppliersprocesses cross company borders，leading to enhanced E-business applications，enforcing cooperation between companies，and supporting mobile communication with the consumersThe tourism in China has achieved remarkable growth since 1978 in terms of visitor arrivals and tourism receiptsIn 1982, the Government recognized tourism as an economic activity, and in 1986 China reiterated the importance of tourism nationwide by including the tourism in the national plan for social and economic developmentThe China National Travel Administration (CNTA) which is the national administrative body responsible for implementing short-term and long-term tourism policies in China, has played an important role in the development of the Chinese tourism at the national levelThese factors have contributed to all increased amount of tourism activities in China, namely the growth of inbound tourism by overseas visitors, domestic tourism, and outbound tourism by Chinese residentsOwing to the economic gap between the different regions of China and the persistent income Differentials，the travel preferences of domestic tourists appeared to cover a complete spectrum from traditional sightseeing with lower expenditure to special interest tourism with higher expenditure from 1990sWith incomes increasing, the travel preferences of sightseeing destinations shifted from historic and cultural areas(e.g. Beijing , the capital city of the coun- try , and Hangzhou , Zhejiang province)with large carrying capacity to natural landscape areas with smaller carrying capacity(e.g. mountain resorts far away from cities)；from traditi- onal national parks to newly developed areasAnimation tourism including folk tourism , recre- ation , and educational tourism, were on the riseSpecial tourism programs such as outbound tourism, eco-tourism and sports tourism have already emergedGreatly influenced by the dynamic income ladders，travel preference on the higher ladders tended to replace that on the lower ladders，thus each tourism product has a relatively long life-cycleSo there are kinds of e-tourism internet categories in ChinaSimilar to most parts of the world，the information communication technologies (ICT) adoption level in tour operators in China lagged behind the airlines and hotelsHowever, the situation is gradually changing , but at a very slow pace.Evidently the tourism in China is heavily regulated with a high degree of government interventionThis is particularly the case for the air transportationAlong with the quick development of domestic tourism , especially during the three golden weeks On public holidays of May Day, National Day and Spring Festival , the National Holid- ay Tourist Forecasting System started its operation On September 21，2000With such a system, tourist arrivals on all major tourist cities and visitor attractions and accommodation supply will be forecasted daily and publicized on the CNTA website as well as on other mass media, during the three golden worksPeople intended to travel can adjust their destination choice according to the forecasting results in order to avoid being caught in overcrowded attractions or cities In March 2001 , CNTA(the China National Tourist Administration)conducted a survey of ICT adoption rate among 49 provincial and municipal tourism boards in China , According to the survey , the average IT adoption level is very low , both in terms of computer facilitation , trained personnel and communication infrastructure usedOnly one-third of all tourism boards are fully equipped with internal information management system that can be readily conne- cted with the national information networking system ,known as Golden Travel Project , the latest move on ICT of CNTAAccording to the Director of CNTA Information Center, whose opinion represents the views of government in e-tourism application in China , e-tour- ism application in China can be divided into two parts：ICT adoption and Intent involvementIn terms of ICT adoption , he pointed out that China had lagged behind Europe and America for about 10-15 yearsHe attributed such situation to five major issues:*Lack of synergy among various sectors within the industry , i.ewithout a networking system involving all players of the industry , the advantage of IT can hardly be fully recognized；*Lack of infrastructure required such as communication bandwidth , technicians ,information and processing standards，etc；*Lack of information service providers and intermediaries to assist tourist enterprises；*Fear of businessmanagement process reengineering caused by technological innovationsuch as unwillingness to learn new knowledge , losing control of information or power , altering the habit of a life time formed by traditional business environment , adjusting new environment；* The information security problem, which is in a sense of cultural concern rather than technological3 Role ,Responsibility and Task the Governmental Shoulder The tourist authority in China, the CNTA was established in early 1980sIt plays a role of both tourism authority auditing the operation of tour operators, hotels and tour education institutions in China and destination image promoter via its overseas branches The CNTA collaborates with Civil Aviation Administration of China(CAAC) , Railway Ministry and Transportation MinistryLocal tourism boards have been established at both provincial level and municipal level , under the leader ship of both CNTA and local govern- ment, As the only destination management organizations(DMO)in China , CNTA has adopted computer network systems since 1992,primarily focusing on accountingstatistics and issuing tourist information CD-ROMs In CNTA, 90 of office staff have been using computers connected with the administe- ration Intranet , composed of four SQL servers , and linked with Internet via a 2m DDN. As demonstrated in Fig2, the main function of the system is to deal with office paperwork . Since 1993，the server has been linked with local tourism boards at provincial level and muni- cipal level to collect statistical data on a monthly baseIn 1997, the official destination tourist website , , was developed for the purpose of marketing and promotion , pro- viding destination information on accommodation，accessibility ,attraction , catering，shop- ping and entertainment . But the Internet involvement of the Chinese tourism has proved to be a failureThe e-government management of tourism can only be built on the basis that all or most enterprises within the industry have been fully converted into e-businessesHoweverthis is far from the truth of Chinese tourismIn the current situation , the government should shoulder the responsibility and take the lead in the industry e- transformation . Perhaps the government should play a role of operator , regulator , investment stimulator , promoter , coordinator , educator and organizer in this area by providing certain guidance and assistance for enterprisesAmong all the real estate developersChengdu Vankes grabbing and development on the land of Qianfeng Electronic Group , as one of the first enterprises in Eastern Suburb to vacate out of the downtown areas, is of typical implicationsOn January 16, 2003。the land of Qianfeng，were auctioned in the exchange floor of Chengdu National Land Resources Bureau，which was the first land to be sold to the public in Chengdu enterprises “Eastern Vacating”strategy and attracted many real estate developers from all over China . After fierce competition, Chengdu Vanke, finally obtained this land at the price of 1,760,000 Yuan per Mu and became the first powerful and non local developer to develop Eastern Suburb in a large scaleOn the other hand , Qianfeng has benefited much due to twenty times price difference in lands in its move outWith the money collected from selling , Qianfeng has achieved its second technological innovationsfulfilling its aim of its redeveloping in the field and providing some useful implication to the followersOn the other hand Chengdu Vanke has developed a top living residency-Golden Home with constructions areas of more than 100,000 square meters and average price per square meter reaching 4100 Yuan , whose average price per square meter is more than 1000 Yuan higher than that in the nearby areas hence, Vanke has also benefited huge investment returnsUndoubtedly , win-win has been proved by this case to apply urban management in a citys development instead of the used to be urban governanceGenerally , the Chinese government should enforce the following functions：Operator,involving ownership and provision of the infrastructure for tourism development and operation of tourism business activities；Regulator : formulating and implementing regulations to control tourism business；Promoter：spending money on the promotion of tourism in the international market；and Educator：establishing a system of tourism education institutions and providing tourism education and training programsOn one hand, the government can invest in information infrastructure developmentOn the other hand ,the government can push enterprises e-business transformation by either executive orders or other compulsory means , especially when currently many companies do not realize the importance and necessity of such transformationFor example ,as CNTA requested that all yearly inspection documents of tourist companies have to be reported online , many companies have to build up a compatible system to connect with CNTAs network for such purpose On the technological side , tourism companies must reap real benefit from the Internet involvementElectronic systems for organizing the supply of travel information must interface with the travel agents own back and front office systemsTravel agents must also be able to offer their products and services directly to potential individual customers through home computer systemsFor travel agents to fulfill their new professional requirements , they will have to encourage software , networking and telecommunications companies to provide the tools they need , Destinations considered information technology ideal for providing global product distribution through destination databasesIn information technology terms , they are the content providers , Global distribution of tourism products is compelling , but it has been more difficult to carry out in the real world4 conclusionIt is estimated that China will attract 130 million tourists annually by the year 2020, making it the worlds top tourist destinationChina has one of the oldest continuous civilizations in the world , vast territory ,charming scenery and tremendous social transformation , and will always be attractive destination for many foreign touristsOf course , the achievement of the forecast figures needs a supportive outside environment and , more importantly , depends on Chinese own effortsNo doubt , as various roles，the government has been a major player contributing to the current success of the tourist , In China , it is essential that the government take an active role in the development of tourism. Without active government involvement , it is unlikely that any industry players would have been able to formulate a series of actions to foster and promote the development of tourism . These roles will vary according to the situation and needs of the industry , and one world also expect the roles to change over timeIn order to plan and control the orderly development of tourism , the government should shoulder the role of regulator in the initial stages of tourism development , otherwise imbalanced development may resultObviously , the e-tourism is the trend in future to expedite the Chinese tourism marketingBut it will definitely take China a very long time to have its e-Tourism and Internet adoption level developed to the current stage in Europe or AmericaThe government will be one major element in deciding how long it will beGiven the unique government intervention economic development pattern , the role of tourism and other related government authorities play will also determine the direction and speed of Chinese e-Tourism developmentStill, taking the huge potential market of China, it is reasonable to be optimistic for its e-tourism developing future. The growing IT awareness and market demand wi