| 出版时间:2014年06月 |
本文指出城市要通过发展旅游业在世界舞台上获得竞争力,不仅需要大量的项目投入、基础设施建设以及产品的创新,更要注重提升对于复杂的旅游产业体系进行有效管理的能力。作者通过对不同城市旅游行政管理的深入分析,总结了当今世界旅游行政管理的一般模式,提出了旅游管理委员会(MunicipalTourismLeadershipCouncil)这一管理模式的运行方式和有效性。强调了旅游管理委员会在利益相关者分配、提升游客满意度、促进旅游可持续发展等方面的积极作用。
The article points out that not only lots of investment projects,infrastructures and innovative products are required when a city strives to be competitive on the world stage through tourism development,but improving the ability to manage the complicated tourism industry systems effectively should be paid more attention to.With a depth analysis on tourism administration of different cities,the author summed up a general pattern of the world’s tourism management model,the Municipal Tourism Leadership Council,and proposed its running way and effectiveness. What’s more,its positive effects on stakeholder distribution,improving visitor satisfaction and promoting tourism sustainable development are also emphasized in this paper.
Cities around the world increasingly leverage tourism as a means to promoting economic prosperity,social progress and place branding. The role of tourism intersecting policy,business and society is recognized by cities for its complex and complementary nature of governance which calls for engaging multiple stakeholders to form strong and effective partnerships for building a sustainable tourism destination and maintaining competitive advantage. Cities must keep a balance in building prosperous and socially harmonious environments for their residents while providing tourists with authentic and unique experience. They also need to adapt to the changing global tourism markets,technological innovations and human capital development to generate enduring growth.
However,in the race to become a world tourism city,most cities have been investing in massive projects,e.g.,international airports,and convention and exhibition facilities,to improve tourism infrastructure,accessibility and capacity for appealing to differentiated market. Most cities have been also actively developing new tourism products that encapsulate the diverse attributes of the city embodied in cultural,natural assets as well as sport and special events. It is understandable that city tourism competes on the qualities of tourism infrastructure,tourism products and excellence of service provided by tourism professionals. One other dimension of city tourism as a competitive advantage also deserves more attention and discourse by cities in the world-the effective governance of tourism at the city level. It is believed that cities adopting innovative and effective governance for tourism development and management can gain advantages on competitions. These essays thus attempts to provide a framework for defining a governance model for city tourism development and generate a dialogue among cities to search for effective governance in sustainability and competitiveness of city tourism.
Due to multiple dimensions and the complexity of city functions and rich contextual variables,the challenges for city tourism development is to create a unique and unforgettable identity and experience by integrating various characteristics of the city. This complexity of city tourism therefore has to be approached and managed by the interaction of multiple stakeholders with direct and indirect interests in the city. In addition,city tourism is also characterized as complementarity since no single agency or service provider can handle the entire visit of tourists to the city. Each service provider is only one part of the city tourism value chain and contributes its share to the total experience of the tourists to the city. City tourism governance is thus about relationship management of multiple stakeholders and the effective ways they interact with and complement one another. Effective governance will clearly define who the stakeholders are,what functions and responsibilities they have,what rules are used for the interactions of the multiple stakeholders,and how the rules are implemented and evaluated(Baggio,Scott and Cooper,2010). Therefore,different approaches in city tourism governance will affect the effectiveness in leadership and strategy for facilitating multiple stakeholder interactions and,as a result,affect the competitiveness and sustainability of city tourism(Beaumont and Dredge,2010).
Therefore the core objectives of city tourism governance boil down to managing its sustainable growth and maintaining competitive advantage-increases in both demand and supply. This means managing the expansion of tourism where growth is sought,managing the quality of tourism where that is a priority,and managing the location of new tourism project where it strongly impacts the local population’s quality of life. This is a complicated but necessary task that has to be performed jointly by public and private sector stakeholders as well as local communities in a clearly defined governance framework.
Governance for the city as tourism destination is therefore vitally important for the success of tourism development as the institutional set-up for tourism governance varies markedly from city to city due to the differences in political and economic systems in the world,such as governance by government playing the leading role in some cities while a consensus-building approach by multiple stakeholders in others. In most cities,the basic functions of tourism management institutions,including planning,regulation,investment,marketing,training,statistics and coordination,are shared among the government,the industry associations and a number of specialized agencies.
Such coordination and interaction between different government agencies(within the same jurisdiction or across jurisdictions)and between the government and the industry are important element of city tourism governance. Effective governance at the city