国际旅游服务标准化探析

现代旅游已直接或间接地渗透了人类事业的许多方面。随着全球经济的发展，旅游的飞速增长使得在美洲、欧洲、亚洲、太平洋、加勒比海和其他国家，旅游已经成为收入和就业的主要来源。无论是在发达国家还是发展中国家，其政府以及各类行业都已日益认识到了旅游在经济中的重要作用。因此,如何推进旅游产业受到了越来越多国家前所未有的高度重视。标准化这一概念也就被提出来了。作为一个典型的服务行业，旅游标准化主要指对其服务进行标准化。
本文集中研究了标准化全新领域 — 旅游服务标准化。基于旅游﹑旅游业的定义，本文详细分析了旅游在经济中的重要性，分别从国际﹑区域﹑国家三个层面论述了旅游服务标准化现状，对旅游服务标准化工作提出了建议:应当分别对酒店服务﹑旅游中介服务以及导游服务制定服务标准。
标准化与个性化是一个永恒的话题。国内外许多学者从不同角度在标准化还是个性化这一问题上做了深刻研究，基于国内外研究成果，本文在标准化还是个性化问题上形成了自己的看法：标准化必须与个性化相结合。最后本文提出了旅游服务标准化工作所面临的挑战及其发展趋势。由于服务的无形性以及文化的多样性，术语标准将一直是旅游服务标准化工作的起点。

关键词：旅游服务；标准化；服务标准化

Analysis of International Service Standardization in Tourism

Abstract: Modern travel has penetrated many aspects of human endeavors, both directly and indirectly. With the development of global economy, the growth of travel has been phenomenal, making travel expenditures a major source of income and employment for many nations within the Americas, Europe, Asia, the Pacific, the Caribbean and other countries. The economic benefits of travel have been increasingly recognized by governments and private industry throughout the world, in both developing and developed countries. Consequently, the promotion of travel as an industry is now being given greater emphasis by more countries than ever before. As a result, standardization is put forward. As a typical service industry, the standardization in tourism mainly refers to the standardization of services in tourism.
This dissertation focuses on the fledging field in standardization – tourism service standardization. On the basis of the definition of tourism and tourism industry this dissertation analyzes the economic significance of tourism, discusses the standardization status quo at international, regional and national levels respectively and puts forward proposals on standardization of service in tourism. The service standards concerning hotel service, travel agency service and tourist guide service should be laid down respectively. 
Standardization versus adaptation is an everlasting topic. Many scholars have studied standardization versus adaptation from different angles. Based on the study findings at home and abroad, this dissertation forms its own ideas about standardization versus adaptation: we should strike a balance between standardization and adaptation. At last, challenges of the standardization of service in tourism and the tendency are put forward. Taking the nebulousness of service and diversity of culture into account, terminology will be the starting point.

Keywords: tourism service; standardization; service standardization

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