旅游专业外文翻译在旅游电子商务系统的建议撒哈拉以南非洲地区的产业

1、外文文献译文标题：在旅游电子商务系统的建议撒哈拉以南非洲地区的产业资料来源: 信息通信和信息技术第26卷第1期 作者：珍妮特爱德华,雷道森摘要本文中所描述的建议是延续以前的研究在信息通信和信息杂志的报道。本文介绍了从撒哈拉以南非洲地区的旅游组织如何演变成营销工具网站，他们如何能够克服电子商务的使用障碍。建议还解释了为什么在这些国家的其他经济的主要参与者可以使得电子商务的发展和成长的环境condu-cive，使这一地区的旅游组织可以打入利润丰厚的国际旅游市场。本文对建议进行了测试, 曾派电子商务专家的组织到非洲，或者是目前在非洲南部的sahara.the。结果表明，大多数专家，他们认为这些建议的

2、采纳将帮助非洲旅游组织使用电子商务。非洲的旅游组织，打算实施或在实施电子商务系统的过程中应遵循本文中概述的建议，以帮助非洲sah-aran达到其旅游潜力。关键词：建议,电子商务网站,旅游,撒哈拉以南非洲1 简介 旅游业被视为世界上最大的部门之一，产生一个估计有11的全球国内生产总（gdp）和从业人员200万人，700万游客服务全球范围内这是一个数字预计将增加一倍，到2020年（roe和厄克特，2001年）。与其他的经济表现不佳的主要部门，旅游业已成为最大的功臣国内生产总值的，因为在大多数非洲国家在20世纪90年代初和现在被视为非洲的经济体（文森特等，2002; dieke，2000年）。 尽管

3、有不同的野生动物，独特的度假村和异国情调的植物和动物，非洲旅游业发展潜力仍然没有得到充分利用和不发达（naude和saayman，2005年）。今天，与其不断增长的互联网流行ulation已提供一个前所未有的水平连接，非洲的客商和技术 切实有效地直接与客户沟通。电子商务（e-com）互联网骨干网可以帮助非洲旅游组织的产生深远的市场，他们无法访问使用传统的系统的额外收入。通过和电子商务的使用率在发达国家已经产生了巨大的成效，在旅游收入旅游业显着增加（安耐特旅游系统，2000年，圣保罗，2000年，埃森哲， 2002年werthner和利玛窦，2004年）。电子商务可以帮助实现非洲旅游业的潜力从而

4、增加他们的经济急需的外汇流动。 2 方法 本文中所描述的研究是研究的延续以前的telematics信息杂志maswera等。（2006年）。由于有小发表了有关电子商务的的信息 在非洲南部的撒哈拉（molla和刺辊，2006年），研究活动（maswera等，2006）进行如果组织在四个非洲国家的旅游业，采用电子商务。“ 研究的国家是南非，肯尼亚，津巴布韦和乌干达。这四个非洲国家均町森的研究，为他们更好地为旅游业的safari型的旅游目的地。这项研究是在maswera等在信息通信和信息的前文中详细描述。（2006年），在maswera（2006）的博士论文，在论文maswera和道森（2003年，

5、2004年），b和 maswera等人。（2005年）。然而，为方便参考，本节提供了一个研究的总结进行。在这项研究中有两个阶段。第一阶段涉及检查大量的网站来自上述国家的各种旅游组织。进行了三次调查，以确定哪些是对撒哈拉以南非洲的网站，第一电子商务的特点，第二检查的内容可访问性和第三检查网站的可用性。可用性采样 用来选择组织调查。搜索字符串用来寻找尽可能多的网站有关非洲国家的旅游业。为了这个目的所使用的搜索引擎谷歌和excite。为了获得最有效的研究人员使用的搜索字符串，如搜索“在南方各大酒店 非洲“和”在纳米比亚的旅行社“。其他网站，发现在各种协会的网站。对于例如，肯尼亚的旅游协会，旅游业务的

6、南非理事会（tbcsa）运营商（加藤），美国旅游运营商协会（ustoa）有他们的网站的链接列表 成员。 这种抽样方法的局限性在于它是难以确定的总人口的旅游调查代表的组织。然而，如许多公司可能获得的300至600网站，并在每个调查研究，所有类别旅游组织代表不满。访问的网站，其中包括各种旅游组织的国家航空公司，国家公园，官办和私营旅游推广机构，汽车租赁公司，旅行社和旅游经营者。上述组织的网站有可能提供信息，然后才决定是否走上了特别行程的旅游需求。这些web 网站还将使客户进行必要的，如查询或网上交易保留和支付的产品和服务。 从调查中收集到的数据分析表明，虽然网站可比条款，在美国和欧洲的旅游产品信息

7、提供对口他们需要演变成他们的营销工具，以吸引旅游组织足够的业务在各自经济的影响。在易用性和可用性方面，结果表明，虽然非洲的网站，从建立组织和更多的发展oped市场，这通常是因为非洲的网站相对简单，缺乏更多他们在美国和欧洲同行的先进功能。非洲组织需要遵循在设计和开发的网站，让他们添加更多高级的网页易读性指引功能，能够充分捕捉到市场，这是不被照顾到其他网站上。 在第二阶段的研究，问卷调查，然后向旅游组织从撒哈拉以南非洲地区，找出旅游组织正在努力采取和使用电子商务，并确定如何接受这些组织对这些互联网技术。结果表明，这些组织的许多不利用这些技术完全接受电子商务。问卷中的一个积极方面是，旅游组织意识到c

8、apa bilities和电子商务的潜力，并计划完全接受电子商务，如果当他们设法实施电子商务的障碍，克服和抑制。的三个调查问卷共管理，以找出非洲旅游组织的优势或计划采取advan互联网踏歌，以促进旅游业的发展，以提高他们在国际旅游市场的地位。前两个问卷调查与简单的信息管理到非洲旅游组织唯一的网站或只有有限的互动功能的网站，发现他们在实施中面临哪些障碍门庭电子商贸。电子商务的障碍，然后根据重要性排名旅游业组织连接到这些障碍。进一步的调查问卷，然后发送到非洲旅游organisa tions全面的电子商务网站，找出他们如何设法克服这些障碍的额定尚未通过电子商务的组织较为显著。由于上文所述的以前的研究

9、结果，采用的方法，以克服这些障碍从第一阶段的研究提出的建议一起被编译成一个rec ommendations文件，这是在本文的下一节的内容。这些建议 tions，然后测试文件第4条所述。3 建议 十二项建议已作为研究的结果。上半年建议是根 eral行动，以加强和促进组织的网站。从问卷中发现建议七到十二是建议 mendations克服电子商务的障碍。3.1电子商务的特点 演变成全球可定制的电子商务工具网站和一个国际网站市场，如欧洲，美洲和亚洲。这将涉及增加功能，如企业信息， 信息产品和服务，常见问题（faqs），有用的非产品信息如天气，隐私和安全报表，在线查询，网上预订，预约跟踪 和网上支付。 3

10、.2客户关系管理（crm） 发展的网站，聘请了有效的电子crm组件，以鼓励客户保持未来这将创建一个与组织所需的图像印象一致。crm组件可以帮助捕捉客户的喜好，需要和要求，包括联络资料，电子邮件，在线反馈表，电子通讯，促销活动，特别优惠和其他忠诚计划，通话盖印服务和个性化，通过定制的内容。 3.3促销活动网站 互联网可以被用来促进产品和服务，因为它提供了在较低的成本，一个前所未有的连通性和高效和有效地与客户直接沟通的能力水平。“网站应包含设施，将吸引新的客户，以及保留旧如电，tronic通讯，常见问题解答（faq），忠诚度系统，回拨服务，隐私政策 声明，促销和特别优惠，客户反馈，信息/手册的要求

11、，电子明信片和互惠链接到其他网站。该组织还应该聘请脱机技术，如广告牌，报纸，新闻稿，电视，旅游产品的网址上显示，和所有其他广告。4 结论 在一般的建议完全是一个简单的信息的唯一网站的网站成熟的电子商务网站。在本文所讨论的建议是针对提供设施足够的内容，为客户做出购买决定，并开展网上交易。isations的一部分应该转换成一种营销手段，通过采用在线和离线的网站推广自己的网tiona技术打入竞争激烈的国际旅游市场。此外，还建议非洲旅游组织试图始终领先一步在该领域的其他组织的知识转移设施的帮助。 电子商务的障碍需要克服。然而，这纸鉴定tifies这些障碍，并给出了建议，以克服这些障碍，能够捕捉到这一市

12、场这是不照顾其他网站上。本文讨论设计了克服电子商务障碍的建议，从久经考验的解决方案，已巡回赛成功在撒哈拉以南非洲地区主义组织。由于旅游业被视为经济的顶峰，在分sah aran非洲有来自西欧和北美的激烈竞争，这是建议在非洲所有的旅游机构，按照本文件中提出的建议以保持竞争力。收到所有的从业者和学者的意见进行分析表明，建议mendations将提供非洲旅游组织的基础，这将能够过度来的障碍，并可以设置全面的电子商务网站。从接收的积极响应在其他非洲国家的旅游组织是一个迹象表明，这些建议将工作在任何其他撒哈拉以南非洲国家。作者强烈建议旅游组织从撒哈拉以南非洲地区在本文所讨论的建议，因为他们将能够克服的障碍

13、，并可以设置一个完全成熟的电子商务网站充分满足其经济潜力。附录三：外文文献原文title：recommendations for e-commerce systems in the tourism industry of sub-saharan africamaterial soerce: telematics and informatics volume 26, issue 1 author：janet edwards, ray dawson abstractthe recommendations described in this paper are a continuation of r

14、esearch previously reported in the telematics and informatics journal.this paper explains how the tourism organisations from sub-saharan africa can evolve their websites into marketing tools and how they can overcome the impediments to e-commerce adoption and usage.the recommenda-tions also explain

15、how the other major players within the economies of these countries can make the environment condu-cive for e-commerce development and growth so that the tourism organisations from this region can break into the lucrative international tourism market. the recommendations were tested by sending them

16、to the african organisations and experts in e-commerce and tourism who have worked in, or are currently based in africa, south of the sahara.the results showed most organisations and experts who responded think that these recommendations will help african tourism organisations adopt and use e-commer

17、ce. african tourism organisations that intend to implement or are in the process of implementing e-commerce systems should follow the recommendations outlined in this paper to help sub-sah-aran africa reach its tourism potential. keywords: recommendations; e-commerce; websites; tourism; sub-sahara a

18、frica1 introductionthe tourism industry is regarded as one of the biggest sectors in the world generating an estimated 11% of the global gross domestic product (gdp) and employing 200 million people and serving 700 million tourists worldwide a gure which is expected to double by the year 2020 (roe a

19、nd urquhart, 2001). with the other major sectors of the economy not performing well, the tourism industry has emerged as the biggest contributor of the gdp since the early 1990s in most african countries and is now viewed as the panacea of the african economies (gauci et al., 2002; dieke, 2000).desp

20、ite the diverse wildlife, unique resorts and the exotic ora and fauna,africas tourism potential remains underutilised and undeveloped (naude and saayman, 2005). today the internet with its growing pop-ulation has technologies which provide the african merchants with an unprecedented level of connect

21、ivity and the ability to communicate eciently and eectively directly with customers. electronic commerce (e-com-merce) which operates on the backbone of the internet could help the african tourism organisations generate additional revenue by reaching the markets they could not access using tradition

22、al systems.adoption and usage of e-commerce in the developed world has produced tremendous results with revenues in the travel and tourism industry set to increase dramatically (anite travel systems, 2000;paulo,2000; accenture,2002; werthner and ricci, 2004). e-commerce could help achieve the potent

23、ial of the african tourism industry thus increasing the in-ows of the much needed foreign currency into their economies.2 methodologythe study described in this paper is a continuation of research previously reported in the telematics and informatics journal by maswera et al. (2006). as there is lit

24、tle published information about the e-commerce activities in africa south of the sahara (molla and licker, 2004), a study (maswera et al., 2006) was carried to nd out if organisations in the tourism industry in four african countries were adopting e-commerce. the countries studied were south africa,

25、 kenya, zimbabwe and uganda. these four african countries were cho-sen for the study as they are some of the tourist destinations which are better known for safari-type of tourism.this research is described in more detail in the previous paper in telematics and informatics by maswera et al.(2006), i

26、n the phd thesis by maswera (2006), and in papers by maswera and dawson (2003a,b, 2004) and maswera et al. (2005). however, for ease of reference, this section provides a summary of the research undertaken.there were two phases in this study. the rst phase involved examining a large number of websit

27、es of various tourism organisations from the above-mentioned countries. three surveys were carried out, the rst to determine what e-commerce features are available on the sub-saharan african websites, the second to examine the content accessibility and the third to examine the usability of the websi

28、tes. availability sampling was used to choose the organisations to survey. search strings were used to nd as many websites as possible relevant to tourism in the african countries. for this purpose the search engines used were google and excite. to get the most out of a search the researchers used s

29、earch strings such as major hotels in south africa” antravelagencies in namibia”. other websites were found at sites of various associations. for example, the tourism business council of south africa (tbcsa), the kenya association of tour operators (kato), and the united states tour operators associ

30、ation (ustoa) have lists of links to websites of their members.the limitation of this sampling method is that it is dicult to determine the total population the tourism organisations that the survey represents. however, by obtaining as many companies as is possible with.between 300 and 600 websites

31、examined in each survey, all categories of tourism organisations were wellrep-resented. the websites which were accessed were those of the various tourism organisations which included national airlines, national parks, government-run and private tourism promotion organisations, car rental companies,

32、 travel agencies and tour operators. the websites of the aforementioned organisations are likely to provide information a tourist needs before deciding whether to embark on the particular trip. these web-sites will also enable the customer to carry out the necessary transactions such as making enqui

33、ries or online reservations and paying for the products and services.the analysis of the data gathered from the surveys revealed that although the websites were comparable in terms of providing tourism product information to those of their counterparts in the usa and europe they.need to be evolved i

34、nto marketing tools for them to attract enough business for the tourism organisations to make an impact in their respective economies. in terms of accessibility and usability, the results showed that although the african websites were comparable to those of organisations from established and more de

35、vel-oped markets, this was usually because the african websites were relatively simple and lacked the more advanced features of their american and european counterparts. the african organisations need to follow the web accessibility guidelines when designing and developing websites so that they add

36、more advanced features that are able to fully capture that market which is not being catered for on other websites.in the second phase of the research, questionnaires were then administered to tourism organisations from sub-saharan africa to nd out what eorts are being made by the tourism organisati

37、ons to adopt and use e-commerce and to determine how receptive these organisations are to these internet technologies. the results showed that many of these organisations are not taking advantage of these technologies to fully embrace e-commerce. a positive aspect shown by the questionnaires is that

38、 the tourist organisations are aware of the capa-bilities and potential of e-commerce, and are planning to fully embrace e-commerce if and when they manage to overcome the barriers and inhibitors to e-commerce implementation. a total of three questionnaires were administered to nd out if the african

39、 tourism organisations were taking advantage, or planning to take advan-tage of the internet to promote tourism to enhance their position within the international tourism market.the rst two questionnaires were administered to african tourism organisations with simple information-only websites or web

40、sites with only limited interactive features to discover what barriers they face in imple-menting e-commerce. the e-commerce barriers were then ranked according to importance the tourism organisations attached to these barriers. a further questionnaire was then sent to african tourism organisa-tions

41、 with fully-edged e-commerce websites to nd out how they managed to overcome those barriers rated as signicant by the organisations which are yet to adopt e-commerce.as a result of the previous research described above, the methods employed to overcome the barriers together with the recommendations

42、made from the rst phase of the research were then compiled into arec-ommendations document, the content of which is given in the next section of this paper. these recommenda-tions were then tested as described in section 4 of the paper.3 the recommendationstwelve recommendations have been made as a

43、result of the study. the rst six recommendations are gen-eral actions to enhance and promote an organisations website. recommendations seven to twelve are recom-mendations to overcome the barriers to e-commerce discovered from the questionnaires.3.1 recommendation 1: e-commerce featuresevolve the we

44、bsite into an e-commerce tool and an international website which can be tailored for globalmarkets such as europe, america and asia. this will involve adding features such as corporate information,information on products and services, frequently asked questions (faqs), useful non-product information

45、 such as the weather, privacy and security statements, online enquiries, online reservations, reservation tracking and online payment.3.2. recommendation 2: customer relationship management (crm)evolve the website to employ eective electronic crm components to encourage customers to keep coming back

46、 and this will create an impression consistent with the organisations desired image. crm components that could help capture customers preferences, needs and requirements, could include contact details, e-mail,an online feedback form, an electronic newsletter, promotions, special oers and other loyal

47、ty schemes, a call-back service, and personalisation through customised content.3.3. recommendation 3: website promotional campaignsthe internet can be used to promote products and services as it provides, at modest cost, an unprecedented level of connectivity and the ability to communicate eciently

48、 and eectively directly with customers. the websites should contain facilities that will attract new customers as well as retain old ones, such as an elec-tronic newsletter, frequently asked questions (faqs), loyalty systems, callback services, a privacy policy statement, promotions and special oers

49、, customer feedback, an information/brochure request, electronic postcards, and reciprocal links to other websites. the organisations should also employ oine techniques,such as displaying the url on billboards, newspapers, press releases, television, tourism products, and all other advertising.4 con

50、clusionin general the recommendations evolve the website from being a simple information-only website to fully-edged e-commerce site. the recommendations discussed in this paper are directed towards providing facilities and sucient content for customers to make purchase decisions and carry out online transactions. the organ-isations should convert their websites into a marketing tool by employing online and oine website promo-tional techniques to break into the highly competitive internati