1、<p><b>　　中文3350字</b></p><p>　　本科畢業(yè)論文外文翻譯</p><p>　　外文題目： A review and evaluation of China’s quality assurance system for tour guiding

2、 </p><p>　　出 處： Journal of Sustainable Tourism </p><p>　　作 者： Songshan Huang and Betty Weiler

3、 </p><p><b>　　原 文：</b></p><p>　　This paper evaluates the effectiveness of China’s tour guiding quality assurance system as an instrument for sustainable tourism. It

4、notes the importance of China’s 131,000 tour guides for inbound, outbound and domestic tourism. China’s tour guiding quality assurance and regulatory mechanisms are then reviewed, including quali?cation examination, lice

5、nsing, and professional certi?cation, and training, awards for excellence, professional associations and codes of conduct. Structurally, China’s co</p><p>　　Keywords: tour guide; quality assurance; sustainab

6、ility; accreditation; China</p><p>　　Sustainability and quality assurance as applied to tour guiding</p><p>　　While national governments clearly have a role to play in fostering sustainable tour

7、ism development, to date, only a limited number of dedicated national sustainable tourism schemes or policies are in place. Examples include the national sustainable tourism strategy initiated by Visit Scotland and the S

8、ustainable Tourism Partnership in the UK (Lane, 2009), and those in small island destinations like Malta and Calvin’s (Dodd’s, 2007). Furthermore, it is not uncommon to observe a mismatch between </p><p>　　Q

9、uality 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

10、texts (Black&Crabtree, 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

11、 on service in the hospitality, hotel and airline industries and ha</p><p>　　Several researchers have touched on the issue of quality assurance in tour guiding (Ap&Wong,2001;Gurung,Simmons,&Devlin,19

12、96;McGrath,2007;Weeks,1996;Weiler&Black, 2003; Yu, 2003), but generally 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 B

13、lack and Weiler (2005), who underpin their analysis by ?rst presenting a research basis for determining what constitutes “quality” in tour guiding .They then revi</p><p>　　Seek to achieve minimum standards f

14、or guiding. Professional associations aim to do this, for example, through self-regulation of members. Professional certi?cation is sometimes used where there is a perceived need for more independent and more widespread

15、recognition and adherence to minimum standards;</p><p>　　Reward excellence or “best practice”. This is the function of awards for excellence, often promulgated by professional associations or government bodi

16、es. Arrange of quali?cations and professional certi?cation levels are other ways of recognizing and rewarding excellence;</p><p>　　Raise the awareness of the importance of quality guiding. Code of conduct, p

17、rofessional associations, awards for excellence, training, certi?cation and licensing all aim to increase the credibility and status of guiding among guides and the industry generally.</p><p>　　A description

18、 and evaluation of China’s tour guiding quality assurance system</p><p>　　Although tour guiding quality has been one of the major issues on CNTA’s policy agendas and both CNTA and local tourism authorities h

19、ave expended considerable effort regulating tour guiding practices and maintaining tour guiding quality, this has not been systematically documented and reported in the public domain. Since the early 1980s, China’s polic

20、ies on tour guiding have seen a gradual evolution and transition. The policy transition and periodical changes could well re?ect the rapid change o</p><p>　　Professional certi?cation, licensing and training

21、of tour guides</p><p>　　Black and Weiler (2005) describe professional certi?cation, licensing and training as relatively powerful mechanisms for ensuring quality tour guiding. China has a number of well-adva

22、nced 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 bee

23、n possible in China may be less possible in democratic countries where government have less capac</p><p>　　Tour guide licensing</p><p>　　Tour guide licensing in China is separate from the quali?

24、cation examination process, although the latter is closely related to licensing and serves as the preparation stage for it. Tour guides in China must secure a license before they can work legally in the profession, and

25、it has considerable potential as a mechanism for quality assurance. According to the Administrative Regulations on Tour Guides, individuals who have obtained tour guide quali?cation certi?cate can apply for a tour guide

26、lic</p><p>　　Tour guide training</p><p>　　Tour guide training is the element of China’s tour guiding system that is perhaps the least exploited and presents the greatest potential for quality as

27、surance. From an institutional perspective, there are tour guides training organizations throughout the country. CNTA has a dedicated division of education and training which regards tour guide training as one of its mos

28、t prominent responsibilities. At provincial and city levels, most tourism administrations have an industry training centre affil</p><p>　　Tour guide training is usually delivered at three levels. At the top

29、level, CNTA formulates training policies and plans; CNTA seldom organizes training sessions directly for tour guides. However, in addition to making relevant training policies, it does organize training sessions in relat

30、ion to tour guiding training, for instance, “training the trainers” programmes targeting major regional tour guide trainers, or training sessions familiarizing local tour guide examination officers with new poli</p>

31、;<p>　　As a mechanism for quality assurance, training has great potential, but as with some of the other initiatives in China, much of the training is not informed by research and theory regarding the roles of a t

32、our guide vis-à-vis sustainable tourism. Also, in comparison to other aspects of tour guiding, it is largely unregulated by the Chinese government. It is an area where much more could be done to achieve quality assu

33、rance and particularly to harness tour guides as role models and advocates for </p><p>　　Conclusions</p><p>　　An examination of the various elements of China’s quality assurance system for tour

34、guiding in relation to both speci?c tour guiding roles and possible utility in fostering sustainable tourism in the country reveals its strengths and weaknesses as a system. An obvious strength is that there is a quality

35、 assurance system for tour guiding at all, and the compulsory nature of many elements of the system. Putting aside issues of regulation and enforcement, China’s National standard for tour guiding </p><p>　　T

36、here are two weaknesses to the system. The ?rst is that, by the very fact that it is compulsory and is government-rather than self-regulated, the system relies on adequate resources for monitoring and enforcement, a monu

37、mental and arguably impossible task. As a result, not only is there an element of illegal tour guiding in China, but not all guides who are licensed are necessarily equipped to deliver high quality guiding, particularly

38、with respect to many of the roles associated with sustainab</p><p><b>　　譯 文：</b></p><p>　　一個(gè)審查和評(píng)價(jià)中國(guó)的旅游質(zhì)量保證體系的指導(dǎo)</p><p><b>　　簡(jiǎn)介</b></p><p>　　本文

39、評(píng)價(jià)了中國(guó)的可持續(xù)旅游質(zhì)量保證體系對(duì)旅游業(yè)指導(dǎo)的有效性。它注意到，中國(guó)131,000名導(dǎo)游對(duì)入境旅游、出境旅游和國(guó)內(nèi)旅游的重要性。China's tour guiding quality assurance and regulatory mechanisms are then reviewed, including qualification examination, licensing, professional certif

40、ication, training, awards for excellence, professional associations and codes of conduct.中國(guó)的導(dǎo)游質(zhì)量保證和監(jiān)管機(jī)制包括資格審查、許可、專業(yè)認(rèn)證、培訓(xùn)、獎(jiǎng)勵(lì)卓越，還包括審查專業(yè)協(xié)會(huì)和行為準(zhǔn)則。Structurally, China's comprehensive and comparatively regulated system may

41、be recommendable to other countries, particularly its certificatio</p><p>　　關(guān)鍵詞:導(dǎo)游，質(zhì)量保證，持續(xù)發(fā)展，認(rèn)證，中國(guó)</p><p>　　可持續(xù)性和質(zhì)量保證適用于旅游引導(dǎo)</p><p>　　由于民族政府已明確地扮演著培養(yǎng)實(shí)現(xiàn)旅游業(yè)可持續(xù)發(fā)展這個(gè)重要的角色, 到目前為止, 只有專門的、

42、數(shù)量有限的國(guó)家的可持續(xù)旅游計(jì)劃或政策已到位。例子包括通過(guò)參觀英國(guó)蘇格蘭的旅游可持續(xù)發(fā)展關(guān)系從而發(fā)起國(guó)家旅游可持續(xù)發(fā)展戰(zhàn)略(Lane, 2009)，像那些目的地在馬耳他和卡爾文等小島嶼 (Dodd’s, 2007)。此外，關(guān)于一個(gè)國(guó)家政府的政策之間的偏好和行業(yè)的企業(yè)家和從業(yè)者的行為與旅游業(yè)可持續(xù)發(fā)展的不匹配并不少見(jiàn)(Dinica, 2006)。不過(guò)，相信政府有能力通過(guò)調(diào)節(jié)機(jī)制間接影響旅游業(yè)的可持續(xù)發(fā)展，例如土地使用、基礎(chǔ)設(shè)施規(guī)劃和市場(chǎng)工具

43、(Mycoo, 2006)，包括導(dǎo)游調(diào)控可持續(xù)旅游業(yè)。盡管導(dǎo)游和口譯被證明是可持續(xù)旅游業(yè)的重要活動(dòng)，很少有研究指示用來(lái)調(diào)節(jié)和控制旅游的質(zhì)量指導(dǎo)以及促進(jìn)可持續(xù)旅游業(yè)的影響機(jī)制。</p><p>　　在一段時(shí)間內(nèi)酒店和旅游行業(yè)質(zhì)量保證已經(jīng)是旅游研究的主題，擁有研究生水平的論文和學(xué)術(shù)文章的全部期刊專門討論這個(gè)問(wèn)題。這就是說(shuō)，對(duì)已經(jīng)取得的研究和對(duì)質(zhì)量保證的文章絕大多數(shù)集中在酒店和航空業(yè)的服務(wù)，并限制相關(guān)導(dǎo)游和可持續(xù)發(fā)展。

44、此外，在非西方語(yǔ)境中有質(zhì)量保證的考試是罕見(jiàn)的。與本文最相關(guān)的是布萊克和韋勒的文章（2005年），他們?cè)诖_定什么是“質(zhì)量”導(dǎo)游的基礎(chǔ)上首先提出了他們的分析研究。然后，他們審查有可能提高導(dǎo)游的表現(xiàn)的質(zhì)量保證和管理機(jī)制，范圍包括行為守則、專業(yè)協(xié)會(huì)、追求卓越、培訓(xùn)、職業(yè)資格認(rèn)證和許可獎(jiǎng)勵(lì)。此外，目前布萊克和韋勒審查的有關(guān)于質(zhì)量保證機(jī)制的特點(diǎn)或標(biāo)準(zhǔn)，包括該機(jī)制是否是強(qiáng)制性的還是自愿的一個(gè)矩陣。例如，行為守則通常是自愿的，只是由于它們很難執(zhí)行。同時(shí)

45、培養(yǎng)和許可可以是強(qiáng)制性的。</p><p>　　尋求實(shí)現(xiàn)指導(dǎo)的最低標(biāo)準(zhǔn)。專業(yè)協(xié)會(huì)的目標(biāo)就是做到這一點(diǎn)。例如，通過(guò)成員的自我調(diào)節(jié)。專業(yè)認(rèn)證有時(shí)是用在一個(gè)需要更獨(dú)立和更廣泛的認(rèn)同和自覺(jué)遵守最低標(biāo)準(zhǔn)的地方。</p><p>　　獎(jiǎng)勵(lì)優(yōu)秀或“最佳做法”。這是優(yōu)秀獎(jiǎng)的功能，通常由專業(yè)協(xié)會(huì)或政府機(jī)構(gòu)公布。安排專業(yè)認(rèn)證資格和水平的認(rèn)可則是卓越的表彰和獎(jiǎng)勵(lì)的其他方式。</p><p&g

46、t;　　提高質(zhì)量的指導(dǎo)意義的認(rèn)識(shí)。行為規(guī)范、專業(yè)協(xié)會(huì)、追求卓越、培訓(xùn)、認(rèn)證和許可證所有這些的目的在于增加產(chǎn)業(yè)導(dǎo)向的信譽(yù)和指導(dǎo)地位。</p><p>　　一個(gè)關(guān)于中國(guó)的旅游指導(dǎo)的質(zhì)量保證體系的描述和評(píng)價(jià)</p><p>　　雖然導(dǎo)游質(zhì)量已經(jīng)成為國(guó)家旅游局的政策議程的主要問(wèn)題之一，國(guó)家旅游局和地方旅游當(dāng)局已經(jīng)花費(fèi)相當(dāng)大的努力去規(guī)范導(dǎo)游行為，維護(hù)導(dǎo)游質(zhì)量，這并沒(méi)有被系統(tǒng)地記錄在案，并在公共領(lǐng)域報(bào)

47、告。20世紀(jì)80年代初以來(lái)，對(duì)指導(dǎo)中國(guó)旅游的政策已經(jīng)出現(xiàn)了逐步演變和過(guò)渡的現(xiàn)象。該政策過(guò)渡和周期性變化可以較好地反映廣大華人社會(huì)的迅速變化，或更具體地提到了旅游業(yè)的發(fā)展。然而，導(dǎo)游在中國(guó)仍然是一個(gè)高度管制的行業(yè)。</p><p>　?。?）專業(yè)認(rèn)證、許可和導(dǎo)游培訓(xùn)</p><p>　　布萊克與韋勒（2005）為確保旅游指導(dǎo)質(zhì)量描述了專業(yè)認(rèn)證、許可和相對(duì)強(qiáng)大的培訓(xùn)機(jī)制。在這些領(lǐng)域中中國(guó)有很多

48、的先進(jìn)措施，這為提供全球治理模式來(lái)指導(dǎo)旅游以提高可持續(xù)發(fā)展成為可能。然而,就像下面將討論的，一些在中國(guó)已經(jīng)是可能的情況可是在政府能力較弱或傾向于控制和規(guī)范行業(yè)的民主國(guó)家是不可能的。</p><p><b>　?。?）導(dǎo)游證</b></p><p>　　在中國(guó)導(dǎo)游許可是獨(dú)立于資格審查過(guò)程中的, 盡管后者是與導(dǎo)游密切相關(guān)的許可，為準(zhǔn)備階段服務(wù)。在中國(guó)的法律界規(guī)定，必須取得

49、導(dǎo)游證才可以工作，這已經(jīng)成為一個(gè)質(zhì)量保證機(jī)制的巨大潛力。根據(jù)行政法規(guī)對(duì)導(dǎo)游的規(guī)定，取得旅行社導(dǎo)游資格證書(shū)的個(gè)人可以在與導(dǎo)游服務(wù)公司簽署了勞動(dòng)合同后申請(qǐng)省級(jí)旅游行政管理導(dǎo)游執(zhí)照。與旅行社簽訂勞動(dòng)合同這只是一項(xiàng)法律規(guī)定，因?yàn)樵S多旅行社不支付基本工資或獎(jiǎng)金給他們的向?qū)?。相反，作為一個(gè)共同的行業(yè)慣例，導(dǎo)游以每個(gè)組為單位付給分配他們?nèi)ヌ峁┞糜沃笇?dǎo)服務(wù)的附屬旅行社一定數(shù)量的錢。這筆錢在行業(yè)中的術(shù)語(yǔ)通常被稱為“頭費(fèi)”，而不是賺取薪金或工資，這是假定導(dǎo)

50、游將通過(guò)購(gòu)物傭金及小費(fèi)獲得他/她的收入。當(dāng)碰到一些相當(dāng)慷慨的旅行團(tuán)，就足以支付頭費(fèi)，并獲得良好的生活。旅行社把分配旅行團(tuán)給導(dǎo)游視為對(duì)她/他的一種仁慈。因此，導(dǎo)游與旅行社的關(guān)系類似于企業(yè)對(duì)企業(yè)交易，而不是一個(gè)雇主與雇員的雇傭合約。</p><p><b>　?。?）導(dǎo)游培訓(xùn)</b></p><p>　　導(dǎo)游培訓(xùn)是中國(guó)導(dǎo)游系統(tǒng)中的一個(gè)元素，它可能是最不具剝削的顯示了質(zhì)量保

51、證最大潛力的元素。從體制角度看，導(dǎo)游培訓(xùn)機(jī)構(gòu)遍布全國(guó)各地。國(guó)家旅游局有一個(gè)專門的關(guān)于教育和培訓(xùn)方面的分工，其最突出的職責(zé)之一即是導(dǎo)游的培訓(xùn)。省、市各級(jí)中，大多數(shù)旅游管理部門里有一個(gè)企業(yè)培訓(xùn)中心隸屬于他們。這些培訓(xùn)中心在本地導(dǎo)游培訓(xùn)課程中發(fā)揮了多種重要作用。許多有旅游專業(yè)的大學(xué)也設(shè)立當(dāng)?shù)芈糜尾块T旅游導(dǎo)游培訓(xùn)或組織獨(dú)立的培訓(xùn)課程，主要是針對(duì)資格考試的培訓(xùn)。大量私人牟利的培訓(xùn)學(xué)校也以資格預(yù)審作為其核心業(yè)務(wù)進(jìn)行考試培訓(xùn)。</p>

52、<p>　　導(dǎo)游培訓(xùn)通常在三個(gè)層面上發(fā)表。在頂層，國(guó)家旅游局制定培訓(xùn)政策和計(jì)劃；國(guó)家旅游局很少直接舉辦導(dǎo)游培訓(xùn)班。然而，除了制定相關(guān)培訓(xùn)政策，它也實(shí)際組織與導(dǎo)游的培訓(xùn)有關(guān)的培訓(xùn)班，例如，“培訓(xùn)培訓(xùn)者”計(jì)劃主要的目標(biāo)是區(qū)域?qū)в闻嘤?xùn)，或者說(shuō)是培訓(xùn)導(dǎo)游人員熟悉當(dāng)?shù)氐男抡叩目荚嚒４蠖鄶?shù)導(dǎo)游培訓(xùn)活動(dòng)是通過(guò)省級(jí)或市級(jí)旅游行政管理部門所屬培訓(xùn)中心完成的。這些培訓(xùn)活動(dòng)包括資格預(yù)審考試培訓(xùn)和年度審核員培訓(xùn)，對(duì)所有的導(dǎo)游進(jìn)行一年一度的強(qiáng)制性的審

53、核培訓(xùn)。作為導(dǎo)游審計(jì)系統(tǒng)，導(dǎo)游都必須采取非在職培訓(xùn)和積累不低于每年56小時(shí)的培訓(xùn)時(shí)間。培訓(xùn)內(nèi)容包括政治思想和職業(yè)道德，更新的政策和法規(guī)，導(dǎo)游業(yè)務(wù)知識(shí)和技能。在公司層面上，國(guó)家旅游局堅(jiān)決主張所有旅游企業(yè)對(duì)聘用的導(dǎo)游進(jìn)行在職培訓(xùn)和導(dǎo)游淡季訓(xùn)練。</p><p>　　作為一個(gè)質(zhì)量保證機(jī)制，培訓(xùn)具有很大的潛力，但是伴隨著中國(guó)的其他一些舉措，許多培訓(xùn)并不通過(guò)有關(guān)的研究和理論，而是把導(dǎo)游的角色相對(duì)于可持續(xù)旅游業(yè)而言的。另外，

54、相對(duì)于導(dǎo)游的其他方面，這在很大程度上是由中國(guó)政府管制造成的。這是一個(gè)可以做更多的質(zhì)量保證來(lái)實(shí)現(xiàn)的領(lǐng)域，特別是將導(dǎo)游作為可持續(xù)旅游的榜樣和倡導(dǎo)者。</p><p><b>　　結(jié)論</b></p><p>　　中國(guó)的質(zhì)量保證體系的各種元素的導(dǎo)游考試，在促進(jìn)當(dāng)?shù)氐穆糜螛I(yè)可持續(xù)發(fā)展與引導(dǎo)旅游作用方面影響很大，兩者特異性和可能的用途顯露出它的強(qiáng)處和弱點(diǎn)。一個(gè)明顯的優(yōu)勢(shì)在于有一

55、個(gè)旅游質(zhì)量保證體系以及系統(tǒng)中許多元素的強(qiáng)制性質(zhì)。撇開(kāi)監(jiān)管和執(zhí)法問(wèn)題，根據(jù)中國(guó)的國(guó)家旅游實(shí)踐標(biāo)準(zhǔn)，所有導(dǎo)游的審查過(guò)程、許可證和登記過(guò)程都是法律規(guī)定的。反過(guò)來(lái)，這些也奠定了執(zhí)行整個(gè)行業(yè)最低導(dǎo)游標(biāo)準(zhǔn)的基礎(chǔ)。這些過(guò)程，伴隨著中國(guó)國(guó)家級(jí)獎(jiǎng)勵(lì)制度的優(yōu)秀導(dǎo)游和模型的產(chǎn)生，促進(jìn)了中國(guó)旅游信譽(yù)指導(dǎo)，并對(duì)導(dǎo)游的重要性表示了肯定。獎(jiǎng)勵(lì)優(yōu)秀的導(dǎo)游，在理論上導(dǎo)游分級(jí)制度就是要獎(jiǎng)勵(lì)卓越的導(dǎo)游。這個(gè)系統(tǒng)有兩個(gè)弱點(diǎn)。首先是，事實(shí)上這本身是強(qiáng)制性的，主要是政府而不是自我

56、規(guī)管，這個(gè)系統(tǒng)依賴足夠的資源進(jìn)行監(jiān)測(cè)和執(zhí)法，這可以說(shuō)是一個(gè)巨大的不可能完成的任務(wù)。因此，在中國(guó)不僅僅存在一個(gè)非法元素指導(dǎo)旅游。但也不是所有擁有導(dǎo)游證的人都具備很高的品質(zhì)，特別是與可持續(xù)旅游業(yè)相關(guān)的，如環(huán)境影響監(jiān)測(cè)、調(diào)解員和翻譯等多種角色。</p><p>　　此外，還有一種傾向就是，政府的審計(jì)和監(jiān)管角色以及行為是很容易觀察到的，并且也容易執(zhí)行。導(dǎo)游又一次對(duì)旅游起到了指導(dǎo)性的作用，他可以監(jiān)測(cè)訪客的行為，并且能夠起到