QualityCriteriainTourism(已翻译).doc

Quality Criteria in Tourism旅游质量标准In its work programme, WTO is guided by the understanding of quality in tourism as “the result of a process which implies the satisfaction of all the legitimate product and service needs, requirements and expectations of the consumer, at an acceptable price, in conformity with the underlying quality determinants such as safety and security, hygiene, accessibility, transparency, authenticity and harmony of the tourism activity concerned with its human and natural environment.”The analysis of each term used in this definition suggests concrete actions which can be evaluated from the perspective of quality criteria.在其工作方案，世贸组织是本着作为调查旅游满意度结果的一个过程，意味着在一个可以接受的价格，所有的合法产品和服务需求，要求和消费者预期满意的结果，旅游质量的理解，并遵循如安全和保障，卫生，交通方便，透明性，真实性和与它有关的人与自然环境和谐的旅游活动的基本质量的决定因素。”在这个定义中使用的每个词的分析表明，可从质量标准的角度进行评估的具体行动。Result Process Satisfaction Legitimate Needs Product requirements Service requirement Expectations Consumer Acceptable price The underlying quality determinants结果 过程 满意度 正当 需求 产品需求 服务要求 消费者 接受的价格预期 基本的质量因素“Result” implies that quality is attained and perceived at a given time. It cannot be in place without harmonious and active engagement of all the factors intervening in tourism experience. The “result” can be measured by consumer satisfaction as well as by social, environmental and economic effects of the tourism activity concerned.“结果”意味着质量达到在特定的时间的知觉。它不能在没有和谐，积极的所有旅游体验干预因素的参与。 “结果”可以衡量消费者满意度以及对旅游有关的活动的社会，环境和经济影响。“Process” means that a single undertaking is not sufficient to attain quality. Work towards quality always has to be in place, it cannot discontinue because of the temporarily attained quality result. It also implies a seamless or flawless process in which it is possible to identify and do away with the constrains of a supply which spoil the tourism product and are responsible for direct and indirect losses to the company or destination.“过程”意味着一个承诺是不足以达到的质量。对质量工作总是要到位，不能因为暂时停止达到质量的结果，这也意味着一个无缝的还是完美的过程中，它可以识别并与一个供应量惯了的旅游产品，并直接和间接损失，本公司或目标责任约束了。“Satisfaction” introduces the elements of subjectivity in quality perception. According to their characteristics, customers have different requirements and expectations. Informed quality-driven marketing caters to these characteristics and attempts to identify consumers according to the different types and levels of perceived quality.窗体顶端请键入文字或网站地址，或者上传文档。 “满意”的质量观念引入的主观因素。根据自己的特点，客户有不同的要求和期望。知情质量为导向的营销迎合了这些特点，并试图找出消费者根据不同类型和感知质量水平。“Legitimate” brings into the analysis the elements of rights and entitlement. Consumers cannot expect to receive more than what they remunerate by payment or what has been determined by social and environmental limits. The role of tourism planners and entrepreneurs is to relate quality types and levels to remuneration and external limitations.“合法的”带入分析的权利和权利的内容。消费者不能指望得到比他们支付报酬或者是由已被社会和环境的限制决定了。旅游业的规划人员和企业家的作用，是关乎品质类型和级别的薪酬和外部的限制。The notion of “needs” follows on the concern for legitimacy and looks for satisfying peoples basic and vital needs which should never be overlooked while bringing into tourism projects and programmes the other aspects with a view to introducing attractions, strengthening experiences, etc. The needs are primarily related to the underlying quality determinants, although over time the expectations related to the type and volume of “basic needs” change and usually increase. Basic needs of the past are not exactly the basic needs of today.在“需求”的概念是继对关心和合法性的满足人民的基本和重要的，而绝不应该成为被忽视需求的旅游项目带来的外观和方案，以介绍旅游景点，加强其他方面的经验看，等的需求主要是有关质量的基本决定因素，但随着时间的推移期望的类型和相关的“基本需求”的变化量，通常增加。基本需求是不完全的基本需求，今天的过去。The notion of “product requirements” emphasizes a need to relate a single service and facility use to the whole product and the total tourism experience. One good quality service is not sufficient to give rise to tourism product quality perception, although an excellent service may positively impress the consumer to make him or her close their eyes to shortcomings and defects experienced elsewhere in the tourism product.“产品需求”的概念强调需要同一个单一的服务和设施的使用到整个产品和旅游总经验。一个好的优质的服务是不足以引起旅游产品的质量感知，虽然有着优秀的服务可以打动消费者，正如让他或她闭上眼睛的缺点和缺陷，经验丰富的旅游产品在其他地方。The term “service requirement” relates quality to its human, personal and personnel dimensions which are often intangible and apparently difficult to measure, evaluate and quantify in contrast with the physical attributes of tourism facilities which are used primarily in facility classifications or grading. However, certain service elements are quantifiable, for example waiting time, frequency of service, the number and type of services included in the basic price, etc.所谓“服务要求”涉及到的人力质素，个人和人事方面的内容往往是无形的，表面上难以衡量，评估和量化与旅游设施的主要设施是分类或分级使用的物理属性的对比。然而，某些服务要素是量化的，例如轮候时间，服务的数量和类型的服务包括在基本价格内等。The term “expectations” relates to the requirement of positive communication and perception of the product characteristics to the potential consumer. There should be no negative surprises at the time of delivery of a service or supply of a product. The consumer must receive what has been promised. Expectations should also be legitimate; there are limits to expectations and some expectations cannot be fulfilled even at a very high price which can be offered.所谓“期望”涉及到积极沟通和产品特性知觉的潜在消费者的需求。不应该有负面的惊喜了一项服务或产品供应交货时间。消费者必须得到了什么承诺。期望也应该是合法的，也有一些期望的期望和无法实现在一个非常高的价格，可提供甚至限制。“Acceptable price” suggests that the clients expectations reflected in the price cannot be attained at any cost, and that “positive surprises” should not be too generous, otherwise this may imply excessive allocation of resources which do not receive adequate remuneration. If quality is guaranteed and the product exceptional, there should be no expectation that it should be sold cheap.The term “consumer” relates to individual(end) consumers, who may include groups of people, corporate consumers and commercial intermediaries. The latter may request that the product quality be assessed and certified by its own representative or a recognized external third party.“可以接受的价格”，这表明客户的期望，体现在价格无法达到不惜任何代价，而“积极的惊喜”不应过于宽松，否则，这可能意味着它的资源没有得到充分的报酬过度分配。如果质量有保证，产品特殊，不应该有它应