2018年遺產(chǎn)旅游外文翻譯—提升文化旅游體驗以歷史悠久的吉達古城為例（全文翻譯）

1、<p>　　字數(shù)：英文5059單詞，28963字符；中文8762漢字</p><p>　　出處：ALAWI G, JAMJOUM H, SAMIR H. ENHANCING THE CULTURAL TOURISM EXPERIENCE: THE CASE OF HISTORICAL OLD JEDDAH[J]. WIT Transactions on The Built Environment,201

2、8,177:39-50.</p><p><b>　　外文文獻　</b></p><p>　　ENHANCING THE CULTURAL TOURISM EXPERIENCE: THE CASE OF HISTORICAL OLD JEDDAH</p><p>　　Abstract The Historical Old Jeddah, ot

3、herwise called Al-Balad, was inscribed in the UNESCO world heritage list in 2014. Since then, the international recognition has strengthened its appeal as a heritage tourism destination, and the need for a promising heri

4、tage tourism plan has become essential. Many researchers intended to develop heritage tourism plans from a decision maker’s perspective, but few studies have explored heritage resources from tourists’ perspective. The ob

5、jective of this study</p><p>　　Keywords: urban heritage, cultural tourism, tourist experience, Old Jeddah.</p><p>　　1. INTRODUCTION</p><p>　　Cultural and heritage became an essentia

6、l element of the tourism industry. Cultural tourism is considered as one of the fastest growing segments of global tourism. However, cultural tourism market is increasingly competitive, and cultural attractions must figh

7、t for a share within this market. Many cities compete in producing and promoting themselves for cultural and heritage tourism; thus, the need for effective heritage tourism implementation plan in Saudi Arabia is essentia

8、l. Al-Balad is the o</p><p>　　2.OBJECTIVES AND METHODOLOGY</p><p>　　The main goal of this study is to set, investigate, and identify applicable tools and strategies that could provide a pleasing

9、 experience for tourists in Old Jeddah. The outcome should contribute to the Saudi 2030 Vision by enabling and enhancing the development of tourism sector in KSA to compete internationally as well as by promoting the Isl

10、amic, Arab and National heritage of the Kingdom.</p><p>　　To achieve this goal, the objectives of this study can be summarized as follow: first, to identify the major various factors affecting the tourists’

11、experience. Second, to evaluate tourist’/visitors’ experience and satisfaction of Al-Balad heritage site considering the different identified factors. Third, to conclude sustainable principles that promote the city herit

12、age, focusing on tourists’/visitors’ experience quality. These principles are to be incorporated into the tourism plan of Saudi Ara</p><p>　　a)Literature review: the theoretical framework illustrates the rev

13、iew of the literature as the basis of this study. The scope of the research deals with the tangible and intangible elements of heritage sites that directly affect the visitors’ experience.</p><p>　　b)Conduct

14、ing data: a structured questionnaire survey based on selected criteria distributed among local visitors and tourists. This part focuses on understanding the current quality of tourist’s experience, their preferences, and

15、 their level of satisfaction regarding the current conditions. This part conducts data needed that are not available from other resources, such as the behavior, character, opinion, and knowledge. This approach allows pla

16、nners to obtain qualitative results and to address </p><p>　　c)Site evaluation: based on both, the theoretical background and the data obtained from the fieldwork, the current built environment of Old Jeddah

17、 is assessed and analyzed. The research further provides a set of recommendations to improve the current conditions.</p><p>　　3.HERITAGE TOURISM</p><p>　　In the late 1980s and early 1990s, herit

18、age tourism gained increasing attention, with a growing body of specific literature being devoted to this topic. Fyall and Garrod (1998) define heritage tourism as an economic activity that makes use of sociocultural ass

19、ets to attract visitors. Thus, heritage tourism is a mixture of many aspects. Heritage tourism is a part of the global tourism that is oriented towards the cultural heritage component of a location where tourism is activ

20、e. The National Trus</p><p>　　According to Hall (1990), heritage tourism is a subset of cultural ethnic and educational forms of special interest of tourism. This includes many aspects of touristic behavior

21、ranging from an examination of the physical remains of the past to the experience of contemporary cultural traditions. Hollinshead (1988) asserts that heritage tourism also includes local cultural traditions; the communi

22、ty heritage that serves as touristic attractions and embraces folkloric traditions, arts and crafts, et</p><p>　　Cultural attractions play a key role in tourism at all levels, from the global highlights of w

23、orld culture to attractions that underpin local identities. Cultural heritage tourism is significant for several reasons: it has a positive economic and social impact; it establishes and reinforces identity; it helps pre

24、serve the cultural heritage; with culture as an instrument, it facilitates harmony and understanding among people; and it supports culture and helps renew tourism.</p><p>　　A study by the Travel Industry Ass

25、ociation in 2003 shows that heritage travelers stay longer at their destinations and spend more money there than other types of travelers. Heritage tourism creates jobs, new business opportunities, and strengthens local

26、economies. It protects natural and cultural resources, which improve the quality of life for residents and travelers who participate in the services and attractions. It also promotes community pride by allowing people to

27、 work together to enhance </p><p>　　4.FACTORS AFFECTING TOURISM EXPERIENCE</p><p>　　Visitors’ experience plays a critical role in the conceptualization of heritage tourism. In Apostolakis’ study

28、, argues that heritage tourism industry had shifted from a product-focused orientation toward a customer-focused orientation. Visitors are considered as the customers and their needs must be responded accordingly to maxi

29、mize satisfaction and loyalty. The marketing concept emphasizes on satisfying customers’ needs, through the integrated efforts of all functional elements to enhance the o</p><p>　　McKercher and Wong (2004) i

30、ndicate that most heritage management focuses on developing the physical features of the heritage location without taking into consideration the visitor experience. Weiler and Yu (2008) argue that the visitor experience

31、is expected to be richer and more memorable when attention is not limited to physical access but also the opportunities to understand, appreciate, and interact. Scholars in this field have identified many critical herita

32、ge attributes to promote satisfyi</p><p>　　Pizam et al. (1978) is one of the pioneer researchers who proposed dimensions of tourist satisfaction. He argues that evaluation should be based on identifying and

33、measuring the dimensions of destination performance. The perception of each of the attributes could lead to satisfaction or dissatisfaction with the overall visiting experience.</p><p>　　4.1.Tourist services

34、 and facilities</p><p>　　Tourism is essentially a service industry and it is highly service driven. Tourism provides products and services for people participating in activities at places other than their re

35、sidence. Service is an act or performance that one party can offer to another that is essentially intangible and may not result in ownership of a physical product. The service aspects of heritage tourism should cover the

36、 whole visitor’s experience. Providing memorable experience and maximizing customer satisfaction s</p><p>　　For the tourist experience to be pleasant and comfortable, two criteria should be taken into accoun

37、t: First is the availability of basic facilities needed such as information facilities, restrooms, signage, parking areas and routes. Second is maintenance and perfect state of these facilities. Welcome, and information

38、facilities are the basic elements to provide confidence to the visitors as they receive information to prevent them from being lost. Walkways and coherent routs are relevant facilit</p><p>　　Other suitable f

39、acilities are the ones supporting educational purposes and providing intelligent information to heritage such as interpretation centers. They provide information of activities, actions, and programs that set up the recre

40、ational experience. This development is supported by on-site facilities and trained staff. Beside the information facilities, basic services in cultural heritage area should include cleaning, maintaining, waste managemen

41、t, and first aids. If these services are off</p><p>　　4.2.Hospitality</p><p>　　Hospitality services are an essential component of tourist experience; it refers to two types of services: accommod

42、ation (the provision of overnight accommodation for people traveling away from home) and food and beverage (the provision of options for people dining outside their home). Heritage areas should provide a variety of quali

43、ty accommodation within walking distance from the heritage destination such as hotels, motels, and hotel apartments. These accommodations should be comfortable, clea</p><p>　　4.3.Recreational and cultural ac

44、tivities</p><p>　　Recreation and cultural activities can highly contribute to the enhancement of tourism experience through cultural programs, activities, and events. History is not tangible but presents eve

45、nts that happened in the past. Tourists do not only travel to visit physical objects but also to encounter experiences that link them with this history. These experiences include festivals, shows, theaters, live art, liv

46、e music and dance performances, social activities, tribal events, cultural events, and many</p><p>　　4.4.Technological services</p><p>　　Technology can also enhance cultural tourist’s experience

47、. The Internet has reshaped the traditional means of information and communication. These changes mean that information sharing, interaction and collaboration became the driving force for digital citizens. Technologies s

48、uch as web sites, social media, and smartphone applications are powerful and effortless in its usability yet greatly influence the user’s experience and satisfaction. Today, culture is centered around digital information

49、; t</p><p>　　Digital services can enhance tourist experience in three stages: before the visit, during the visit, and after the visit. Prior to the visit, tourists use web browsing for planning and preparing

50、 their trips, reading reviews, and accessing information related to the site of interest. During the visit, tourist use variety of technologies in the entirety of the journey. For example, mobile location-based applicati

51、ons such as GPS provide access to the information and services within the vicinity of </p><p>　　4.5.Safety</p><p>　　Providing high-quality tourism experiences must account for the principles of

52、safety and security, becoming a very important aspect of any tourism destinations. Crime Prevention Through Environmental Design, CPTED, is a multi-disciplinary approach to prevent criminal behavior through environmental

53、 design. It depends on the idea that suitable design and efficient use of the built environment can cause a decrease in the incidence and fear of crime, and an increase in safety, security, and quality </p><p&

54、gt;　　CPTED provides guidelines that were prepared by the City of Virginia Beach’s CPTED Committee to be used as a tool for planners and design professionals to build a “Quality Physical Environment”, and to study the sit

55、e design to create safer designs in new and existing developments. There are four main principles of CPTED: natural surveillance, natural access control, territorial reinforcement, and maintenance and management. Many pl

56、anning and design strategies can be translated from the four CPTE</p><p>　　4.6.Accessibility</p><p>　　Darcy and Dickson (2009) define accessible tourism as tourism that enables people with acces

57、s requirements, including mobility, vision, hearing and cognitive dimensions of access, to function independently and with equity and dignity through the delivery of universally designed tourism products, services, and e

58、nvironments. This definition is inclusive of all people including those traveling with children in prams, people with disabilities and seniors. In short, it is a process of enabling people</p><p>　　a)Physica

59、l accessibility such as transportation, accommodation, and attraction.</p><p>　　b)Attitudinal barrier which is the tour operators and city planners? attitude towards the disabled segment of the tourism group

60、.</p><p>　　c)Accessible information provided to the disabled people about the accessibility of the destination being advertised.</p><p>　　Tourism industries should provide an accessible tourism

61、education for their staff to be able to provide reliable information for the disabled tourist before or during their trip. According to ENAT, the European Network for Accessible Tourism, accessible tourism includes:</

62、p><p>　　a)Barrier-free destinations: infrastructure and facilities.</p><p>　　b)Transport: by air, land, and sea, suitable for all users.</p><p>　　To ensure that accessible tourism is d

63、eveloped in a sustainable manner, it requires that tourist destinations must adopt the principle of universal design and to ensure that all persons, regardless of their physical or cognitive needs, are able to use and en

64、joy the available amenities in an equitable and sustainable manner.</p><p>　　5.OLD JEDDAH – AL-BALAD</p><p>　　The Historical Old Jeddah or what is called the downtown Jeddah is located in the he

65、art of present Jeddah (Figs 1 and 2). Its existence dates back to the era before Islam. In the year 26H, 647CE, the turning point in the history of Al-Balad came during the Caliph Uthman ibn Affan. He located the area as

66、 a seaport of the Holy City Makkah facilitating regional commerce as well as receiving Hajj and Umrah pilgrims. Al-Balad includes a number of heritage buildings and monuments such as the Old Jedda</p><p>　　F

67、igure 1: Historic Jeddah (Al-Balad)</p><p>　　Figure 2:Historic Jeddah nominated property and buffer zone</p><p>　　5.1.The old wall</p><p>　　The old wall and its historic gate are

68、one of the most important features of Al-Balad. This ancient wall was built with the active participation of the local population during Mamluk prince, Hussain Al Kurdi campaign against Portuguese. He wanted to fortify t

69、he city from attacks from the Red Sea. The wall fortified with a fort, towers, and cannons to repel the attacking vessels. It is surrounded by a deep mote for additional fortification. The Old Jeddah wall has two main do

70、ors, one facing the H</p><p>　　5.2.Jeddah historical area</p><p>　　The old wall of Jeddah functions as an entrance to the entire area, which is divided into several neighborhoods. These neighbor

71、hoods have gained their specific names based on their geographical location within the city or for some famous events they have occurred such as the following:</p><p>　　a)Haret Al Mazloom: it was named after

72、 Abdul Kareem Al Barzanji death, who was oppressed and killed by the Ottoman ruler of his time.</p><p>　　b)Haret Al Yemin: located in the southern part of Al Alawi Street inside the wall. It was named so bec

73、ause of its direction facing Yemen. It includes Dar Nasif, Dar Jamjoum, Dar Al Shaarawi and Dar Al Samad.</p><p>　　c)Haret Al Bahr: located in the southwestern part of old Jeddah, overlooking the Red Sea.<

74、;/p><p>　　d)Haret Al million Tifl: located south of Jeddah and so named because of the large presence of children in the alleys of this neighborhood.</p><p>　　5.3.Historical Jeddah houses</p>

75、<p>　　Local residents built houses using rectified stones, which were found in the adjacent Al Arbaeen Lake then it was shaped manually with hand-tools and placed according to their sizes, separated by wooden plan

76、ks. They also used clay, which was used for bonding the stones and compacting them into building blocks. The old buildings were large and similar to the modern concrete buildings. They are mainly made out of wooden struc

77、tures to alleviate the effects of desert climate. The height of some of t</p><p>　　5.4.Historical Jeddah souq</p><p>　　The souk area is around 1.5 square kilometers. It still presents traditiona

78、l life with socioeconomic nature. This area is currently concentrated around the mosques and markets where there are some traditional craft-shops. The most famous markets include Souk Al Alawi, Souk Al Baddu, Souk Gabil,

79、 and ouk Al Nada. In the 1970s, the municipality of Jeddah began historical preservation efforts. The municipality of Jeddah founded the Jeddah Historical Preservation Society to preserve the historical ar</p><

80、;p>　　6.RESEARCH SURVEY</p><p>　　This survey took place in December 2017. The media for this survey was both electronic and direct interview. The total number of participants is 51 persons. The survey cons

81、ists of 17 questions serving the following goals:</p><p>　　a)The first four questions are introductory questions to investigate preliminary data and responder’s general profile such as gender, age, nationali

82、ty, and education.</p><p>　　b)Questions 5, 6 and 7 are multiple-choice based questions to identify general information related to visiting Jeddah Al-Balad such as the purpose, the number of visits as well pr

83、eferable visiting time.</p><p>　　c)Questions 8–14 are rating based questions to assess participant level of satisfaction with the qualities conducted from the analytical literature review including the follo

84、wing: services and facilities, hospitality, recreational and cultural activity, technology, safety, accessibility.</p><p>　　d)Questions 14, 15 and 16 are rating based questions to evaluate participation sati

85、sfaction with the overall visiting experience.</p><p>　　e)The last question is an open answer question to provide suggestions, needs, and preference to improve future visitation to the area.</p><p

86、>　　7.DISCUSSION</p><p>　　7.1.Respondents’ general information</p><p>　　The survey results showed that most of the participants are female (82%) while males are only (18%). From all participan

87、ts, more than half of the participants (75%) are in age 20–30, (16%) are in age 31–40, and only (8%) is above 40. This almost represents the normal age distribution in Saudi Arabia. Most of the sample are Saudi (90%) whi

88、le only (10%) are non- Saudi which represent the perspective of the internal tourist. This stresses on the importance of the potential to develop Al-Balad as an</p><p>　　The sample included a majority of (75

89、%) holding a bachelor’s degree, (12%) holding a high school certificate, (8%) and (4%) holding master and PhD degree, respectively. This also represents the average educational level of Saudi citizens. According to parti

90、cipants (78%) visit Al-Balad for tourism and entertainment, (27%) for shopping, (22%) for education, while only (6%) for business. Tourism and entertainment recorded the highest purpose of visiting the site, which reflec

91、ts the appreciation of </p><p>　　According to participants, (43%) prefers visiting Al-Balad in the evening, (41%) favors the visit at night, while only (16%) prefer to visit the site in the mornings. This ca

92、n be a reflection of the weather condition in Jeddah most of the year, especially in the mornings.</p><p>　　7.2.Satisfaction with services and facilities</p><p>　　Visitor’s satisfaction with the

93、 existing services and facilities scored a low rate, an average of (2.4/5). To analyze this score, satisfaction with the restroom cleanness scored the lowest rate in this section (1.75/5), followed by the availability of

94、 parking (1.94/5). Also, visitors are unsatisfied with the quality of walkways and pedestrians’ pathways as it scored (2.65/5) and they are also unsatisfied with the availability of general information regarding the site

95、 and monuments such as brochu</p><p>　　Figure 3: Overall visitors’ satisfaction experience at Al-Balad.</p><p>　　7.3.Satisfaction with hospitality</p><p>　　Visitors’ satisfaction wi

96、th hospitality services including accommodation and food services is also low, scored an average of (2.59/5). To analyze this rating, visitors are unsatisfied with the availability of different hotels (2.31/5), hotel cle

97、anness (2.39/5), food and snacks quality (2.92/5), and food and beverage services (2.94/5). Overall, visitors are unsatisfied with hospitality services within the area. This emphasizes the importance on the investment of