圣安德鲁斯大学 (University of St Andrews)：京都文化旅游中目的地管理问题的讨论及推荐

Summary
摘要

The traditional elements of Kyoto society now facing the big challenging of placing the balance for change on the external intrusions of tourism. The processes of globalization and the increasing multi-cultural commodification and consumption of tourists have had effects that may be considered negative to a greater or lesser degree; those impacts could be both culturally and economically, externally and internally. Therefore, the tourism authoriser and local government play a vital role on this part. In next chapter, the writer will discuss some destination management issues such as tourist policy and destination branding base on the analysis and evaluation of culture tourism in Kyoto in terms of development way.
京都社会的传统元素现在面临着对外部入侵旅游的大挑战平衡变化。全球化和日趋多元文化的商品化的进程和消费的游客，或大或小的程度可能被视为负面的影响，这些影响可能是在文化和经济上，内部的和外部的。因此，旅游业授权人及当地政府的这部分发挥了至关重要的作用。在下一章节中，笔者将讨论一些的目的地管理问题，如旅游政策和发展方式的分析和评估在京都的文化旅游目的地品牌基地。

Disscusions and Recommedations
讨论及推荐

As analyzed in the last chapter, the cultural tourism and the tourist have been profoundly influenced by the external environmental factors. As cultural tourism continues to globalize, tourists increasingly tend to immerse themselves in the experience and participate with cultural features. At the same time, the local society and tourism itself need become a resource for creating and maintaining cultural distinctiveness in terms of environmental friend sustainable development.
Disscusions和Recommedations
在最后一章分析，文化旅游和旅游已深刻地影响的外部环境因素。随着文化旅游的日益全球化，越来越多的游客往往沉浸在自己的经验和参与文化特色。与此同时，当地的社会和旅游业本身需要成为一个资源用于创建和维护文化环境的朋友可持续发展方面的独特性。
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Destination marketing is increasingly demanding with rising visitors expectations and highly intensifies competition between destinations, especially in a same region. Destination management must respond and react quickly in terms of ensuring the sustainable development in this complex environment. Drawing on the previous evaluations and discussions, the aim in this chapter is to discuss some of the key issues relating to the tourism management activities such as managing on tourist behaviour diversity, tourist policy and strategy, destination branding, human resources and quality management, in the context of cultural tourism in Kyoto and discusses the need for further research into collaboration in the management of destination.
旅游目的地营销的要求越来越高与游客预期上升和高度加剧目的地之间的竞争，尤其是在同一个地区。目标管理必须应对，并迅速作出反应，在这个复杂的环境中确保可持续发展。在以往的评估和讨论，在本章的目的是讨论一些关于旅游行为的多样性，旅游政策和战略，旅游目的地品牌，人力资源和质量管理上的管理活动，如旅游管理的关键问题，京都文化旅游的背景下，并讨论了需要进一步研究协作目的地管理。

Kyoto's management of its World Heritage Sites is very sophisticated. The city has nearly 20 important and internationally recognized sites. This kind of forward thinking that has resulted in the superb preservation of a phenomenal range of important properties including temples, gardens, the arts and all kinds of traditional culture. The success of heritage protection in Kyoto is the result of good management based on cooperation between tourism stakeholders who take responsibility for the tourism industry and protection of important cultural heritage sites of all kinds. However, the Kyoto tourism authority was and is still facing many problems linked to forms of management of destinations as a whole, some of them may need to be reviewed or improved in many ways.

Quality Management
质量管理

Quality control and improvement is another core aspect of destination management which is based on recognizing tourist diversity, it ensures attractions and services conform to different types of tourists requirement. The quality of visitor experiences must be maintained at a high level for a destination to contribute to its full potential. It is especially important to associate it with sustainable tourism in terms of enhancing tourist satisfaction to maximize profit and at the same time get hold of control of the quantity of total tourism numbers to minimize the negative impacts to a destination.
质量控制和改进是另目标管理的另一个核心方面，这是基于认识旅游的多样性，确保旅游景点和服务，符合不同类型游客的需求。游客体验的质量必须保持在一个较高的水平为目标，以充分发挥其潜力。尤为重要的是,要将其与可持续旅游方面的提高旅游满意度最大化利润,同时得到控制数量的旅游总人数来减少到目的地的负面影响。

Quality improvement also means to keep providing best product or service in a similar object, by doing that Kyoto will be in a position to stand out in the competitive environment. For example, some Western cultural visitors may have interests in traditional calligraphy, for cultural-historical reasons, the Japanese and Chinese writing are quite similar, which destination will beat others to win this competition surely depends on the high quality teacher and teaching method as well as the study and staying in the environment at a reasonable price.
质量的改善也意味着继续提供最好的产品或服务在一个类似的对象，这样做将在京都的位置，在竞争激烈的环境中脱颖而出。例如，一些西方文化的游客可以在传统书法中拥有权益，对文化历史的原因，日本和中国的写作是非常相似的，目标将击败别人一定会赢得这场竞争依赖高品质的教师和教学方法以及作为学习环境中的停留在一个合理的价格。

Human Resources
人力资源

Human resource is a very important issue in destination management. The tourism industry is very much a service industry. Good social skills, customer service and personal presentation together add up a high caliber of service and professional image for a tourist destination. As Cooper et al. (2005, p.675) indicate that:
人力资源在目标管理中是一个非常重要的问题。旅游业是非常多的服务行业。良好的社交技巧，客户服务和个人介绍一起加起来旅游目的地的服务和高素质的专业形象。如Cooper等人（2005年，p.675）表明：

“Tourism is a high-touch, high-tech, high-involvement industry where it is the people that make the difference.”

The rapidly changing globalized environment requires better-educated and well-trained human resources with awareness and knowledge of the external environment and trends and the new consumer requirements to operate in the most effective manner. It may involve language ability, high-quality communication skill, high levels of amenity, and a high degree of cultural intelligence. Those human resources are advantage which will enable destination to strengthen their competitiveness for the future. Additionally, there is a growing recognition that enhanced destination management, like the better management of tourism related activities, will be a combination of enhanced people multi-skills, including the development of new attractions and the interpretation and communication of information, also will required keep up to date high-technology. These destination management requirements have much to offer the future of sustainable tourism as destinations can be protectors, substitutes and educational aids fro fragile resources and environments.

Further Research
进一步的研究

Considerable potential exists for qualitative research to build on the understanding of culture tourist motives and behaviour. First, direct observation of tourist behaviour is necessary to codify and explain several key factors that create the meaningful and high quality tourist experiences, for example: Social groups; interactions between visitors with other visitors, with the setting, and with the staff and management systems; mechanisms by which behaviour can be influenced (towards management’s aims and away from unruly activities).
定性研究，以打造文化旅游动机和行为的理解上存在巨大的潜力。首先，旅游行为的直接观察是必要的编纂和解释的几个关键因素，创造有意义的和高品质的旅游体验，例如：社会团体游客与其他游客之间的相互作用，设置，并与工作人员和管理系统可以影响行为的机制（对管理层的目标，远离不法活动）。

More research effort is needed to compare tourist and resident motives in a way that will yield practical marketing implications. In a tourism context, not only must needs, motives and benefits be better understood, but destination and event attractiveness, marketing efforts, barriers and personal contingency factors will also shape decisions to travel. Furthermore, as a result in analyzing the development of cultural tourism in its many forms, the key dilemma facing academics, destination authorize and the local communities, is the tension that exists between the economic goals of tourist development, the social and cultural impact of tourism, and the sustainable development of destination itself.#p#分页标题#e#