旅游景点可持续发展旅游目的地外文文献翻译2013年译文5100多字(2)

3. Operating Strategy of Travel Agencies Based on Sustainable Development of the Tourist Spots

3. 1 Strengthen the management of the operating process of travel agencies

Travel agencies, as the intermediate link of visitors' tourist demand to the relevant tourist supplies within the tourist industrial aggregates, are directly connected with the environment, and its ecological orientation exerts a direct influence on the ecological environment of the tourist places. After entry into WTO, travel agencies have taken up the multi-aspect and diversified operation and realized the transition from intermediaries to enterprise entities. In such a trend, travel agencies will take more frequent participation into the environment and the influence from their ecological orientations on the environmental changes will increase, too. Moreover, travel agencies' ecological orientations serve as a guide to the tourists' behaviors, attitudes of the local residents and the business operating orientations of tourist enterprises. Therefore, sustainable development of the industry of tourism should start with efforts by the travel agencies. The marketing concept of sustainable development for travel agencies is to build up the friendly properties towards the ecological environment during the operating process based on the guiding ideology of ecologicalization. On the basis of this concept, marketing of the travel agencies should attach great importance to the sustainable management of the marketing concept, design of products and process management.

Using the feeling of tourist well-being achieved by individual tourists we evaluate indirectly the competitive ability of the tourist area to offer a compound tourist site attractiveness. The methodology employed here uses individual survey questionnaires on the tourists' evaluation of the quality of tourist facilities and attributes in a given area (the regional tourist profile ) as the basis for constructing an aggregate expression for the relative attractiveness of that area. Using various multidimensional statistical techniques an estimation of the competitive attractiveness of the Southern regions in Italy is pursued. We also compare our findings with quantitative results on tourist competitiveness values obtained in a related previous study on tourist competitiveness in Italian regions. Finally, the paper highlights the need to use micro and macro data to analyse tourist attractiveness and to identify policies for improving regional tourist competitiveness.

Besides satisfying the visitors' requirements, travel agencies should also strengthen their management of the tourist behaviors. Before the normal start of tourist activities, travel agencies should take up pre-tour education to the visitors, including their codes of conducts for and matters needing attention to sustainable tourism, environmental policies, laws and regulations of the tourist spots, cautions for getting along properly with the local residents, and respect of others' privacy and dignity.

Upon completion of the tourist activities, the travel agencies should conclude the experience and subsequent influence of the whole tourist process on the future visitors. After the tourist activities are over, the travel agencies should make timely summaries, accumulate good experience, analyze the successes and advocate them in the future work. Meanwhile, it is necessary to find out the weaknesses and improve them in the future tourist activities. On the other hand, travel agencies can seek feedback information from the visitors, including their experience during the tour, their comments on whether or not the tour is properly organized, whether or not the tourist purposes have been realized and whether or not they have been inspired or learned something during the tourist activities. For visitors engaged in sustainable tours, when they return to their real life, the education on environmental protection and ecological knowledge they have received during the tour will surely influence their life styles, working attitude and way of act. Generally, they pay more attention to protection of the environment and stimulate people around them with their oral publicity and practical actions to support and participate in protection of the environment so that the force for environmental protection will continue to expand, contributing to the promotion of awareness of environmental protection of the whole society.

The travel agencies should strengthen their relations with the communities of the tourist places, win their supports to and understanding of the sustainable development of tourism. Local people of greater influences may be employed as tour guides of sustainable development so that visitors can both enjoy the beautiful sceneries of the nature and get better melted into the local cultural atmosphere. In this way, the tourist places of sustainable development will also serve as a beautiful classroom where

visitors can improve their ecological awareness.

The tourist product of sustainable development is only one of the many tourist products operated by the travel agencies. Travel agencies should not only give emphasis to protection of the environment when operating the tourist product of sustainable development but also attach awareness of environmental protection to other tourist products so that visitors who have not purchased the tourist product of sustainable development can also receive education on environmental protection and more and more people will join in the environmental forces and have sustainable tourist development deep-rooted in their mind.

3.2 Promote the Awareness of Internal Employees in Environmental Protection

The travel agencies must offer overall education to their internal employees so that they can understand and master the tourist thoughts of sustainable development. Employees of the travel agencies must be fir …… 此处隐藏：6688字，全部文档内容请下载后查看。喜欢就下载吧 ……