旅游專業(yè)外文翻譯--在旅游電子商務系統(tǒng)的建議撒哈拉以南非洲地區(qū)的產業(yè)

1、<p><b>　　外文文獻譯文</b></p><p>　　標題：在旅游電子商務系統(tǒng)的建議撒哈拉以南非洲地區(qū)的產業(yè)</p><p>　　資料來源: 信息通信和信息技術第26卷第1期 作者：珍妮特愛德華,雷道森</p><p><b>　　摘要</b></p><p>　　本文中所描述的

2、建議是延續(xù)以前的研究在信息通信和信息雜志的報道。本文介紹了從撒哈拉以南非洲地區(qū)的旅游組織如何演變成營銷工具網站，他們如何能夠克服電子商務的使用障礙。建議還解釋了為什么在這些國家的其他經濟的主要參與者可以使得電子商務的發(fā)展和成長的環(huán)境condu-cive，使這一地區(qū)的旅游組織可以打入利潤豐厚的國際旅游市場。本文對建議進行了測試, 曾派電子商務專家的組織到非洲，或者是目前在非洲南部的Sahara.The。結果表明，大多數專家，他們認為這些建

3、議的采納將幫助非洲旅游組織使用電子商務。非洲的旅游組織，打算實施或在實施電子商務系統(tǒng)的過程中應遵循本文中概述的建議，以幫助非洲SAH-ARAN達到其旅游潛力。</p><p>　　關鍵詞：建議,電子商務網站,旅游,撒哈拉以南非洲</p><p><b>　　1 簡介 </b></p><p>　　旅游業(yè)被視為世界上最大的部門之一，產生一個估計

4、有11％的全球國內生產總（GDP）和從業(yè)人員200萬人，700萬游客服務全球范圍內這是一個數字預計將增加一倍，到2020年（ROE和厄克特，2001年）。與其他的經濟表現不佳的主要部門，旅游業(yè)已成為最大的功臣國內生產總值的，因為在大多數非洲國家在20世紀90年代初和現在被視為非洲的經濟體（文森特等，2002; Dieke，2000年）。 </p><p>　　盡管有不同的野生動物，獨特的度假村和異國情調的植物和動

5、物，非洲旅游業(yè)發(fā)展?jié)摿θ匀粵]有得到充分利用和不發(fā)達（Naude和Saayman，2005年）。今天，與其不斷增長的互聯(lián)網流行ulation已提供一個前所未有的水平連接，非洲的客商和技術 </p><p>　　切實有效地直接與客戶溝通。電子商務（E-COM）互聯(lián)網骨干網可以幫助非洲旅游組織的產生深遠的市場，他們無法訪問使用傳統(tǒng)的系統(tǒng)的額外收入。通過和電子商務的使用率在發(fā)達國家已經產生了巨大的成效，在旅游收入旅游業(yè)顯

6、著增加（安耐特旅游系統(tǒng)，2000年，圣保羅，2000年，埃森哲， 2002年Werthner和利瑪竇，2004年）。電子商務可以幫助實現非洲旅游業(yè)的潛力從而增加他們的經濟急需的外匯流動。 </p><p><b>　　2 方法 </b></p><p>　　本文中所描述的研究是研究的延續(xù)以前的Telematics信息雜志Maswera等。（2006年）。由于有小發(fā)表了

7、有關電子商務的的信息 在非洲南部的撒哈拉（Molla和刺輥，2006年），研究活動（Maswera等，2006）進行如果組織在四個非洲國家的旅游業(yè)，采用電子商務?！?研究的國家是南非，肯尼亞，津巴布韋和烏干達。這四個非洲國家均町森的研究，為他們更好地為旅游業(yè)的Safari型的旅游目的地。這項研究是在Maswera等在信息通信和信息的前文中詳細描述。（2006年），在Maswera（2006）的博士論文，在論文Maswera和道森（200

8、3年，2004年），B和 Maswera等人。（2005年）。然而，為方便參考，本節(jié)提供了一個研究的總結進行。</p><p>　　在這項研究中有兩個階段。第一階段涉及檢查大量的網站來自上述國家的各種旅游組織。進行了三次調查，以確定哪些是對撒哈拉以南非洲的網站，第一電子商務的特點，第二檢查的內容可訪問性和第三檢查網站的可用性?？捎眯圆蓸?用來選擇組織調查。搜索字符串用來尋找盡可能多的網站有關非洲國家的旅游業(yè)。為了

9、這個目的所使用的搜索引擎谷歌和EXCITE。為了獲得最有效的研究人員使用的搜索字符串，如搜索“在南方各大酒店 非洲“和”在納米比亞的旅行社“。其他網站，發(fā)現在各種協(xié)會的網站。對于例如，肯尼亞的旅游協(xié)會，旅游業(yè)務的南非理事會（TBCSA）運營商（加藤），美國旅游運營商協(xié)會（USTOA）有他們的網站的鏈接列表 成員。 這種抽樣方法的局限性在于它是難以確定的總人口的旅游調查代表的組織。然而，如許多公司可能獲得的300至600網站，并

10、在每個調查研究，所有類別旅游組織代表不滿。訪問的網站，其中包括各種旅游組織的國家航空公司，國家公園，官辦和私營旅游推廣機構，汽車租賃公司，旅行社和旅游經營者。上述組織的網站有可能提供信息，然后才決定是否走上了特別行程的旅游需求。這些Web 網站還將使客戶進行必要的，如查詢或網</p><p><b>　　3 建議 </b></p><p>　　十二項建議已作為研究的結

11、果。上半年建議是根 ERAL行動，以加強和促進組織的網站。從問卷中發(fā)現建議七到十二是建議 mendations克服電子商務的障礙。</p><p>　　3.1電子商務的特點 演變成全球可定制的電子商務工具網站和一個國際網站市場，如歐洲，美洲和亞洲。這將涉及增加功能，如企業(yè)信息， 信息產品和服務，常見問題（FAQs），有用的非產品信息如天氣，隱私和安全報表，在線查詢，網上預訂，預約跟蹤 和網上支付。

12、 3.2客戶關系管理（CRM） 發(fā)展的網站，聘請了有效的電子CRM組件，以鼓勵客戶保持未來這將創(chuàng)建一個與組織所需的圖像印象一致。CRM組件可以幫助捕捉客戶的喜好，需要和要求，包括聯(lián)絡資料，電子郵件，在線反饋表，電子通訊，促銷活動，特別優(yōu)惠和其他忠誠計劃，通話蓋印服務和個性化，通過定制的內容。 3.3促銷活動網站 互聯(lián)網可以被用來促進產品和服務，因為它提供了在較低的成本，一個前所未有的連通性和高效和有效地

13、與客戶直接溝通的能力水平。“網站應包含設施，將吸引新的客戶，以及保留舊如電，TRONIC通訊，常見問題解答（FAQ），忠誠度系統(tǒng)，回撥服務，隱私政策 聲明，促銷和特別優(yōu)惠，客戶反饋，信息/手冊的要求，電子明信片和互惠鏈接到其他網站。該組織還應該聘請脫機技術，如廣告牌，報紙，新聞稿，電視，旅游產品</p><p>　　4 結論 在一般的建議完全是一個簡單的信息的唯一網站的網站成熟的電子商務網站。在本文所討

14、論的建議是針對提供設施足夠的內容，為客戶做出購買決定，并開展網上交易。isations的一部分應該轉換成一種營銷手段，通過采用在線和離線的網站推廣自己的網tiona技術打入競爭激烈的國際旅游市場。此外，還建議非洲旅游組織試圖始終領先一步在該領域的其他組織的知識轉移設施的幫助。 電子商務的障礙需要克服。然而，這紙鑒定tifies這些障礙，并給出了建議，以克服這些障礙，能夠捕捉到這一市場這是不照顧其他網站上。本文討論設計了克服電子

15、商務障礙的建議，從久經考驗的解決方案，已巡回賽成功在撒哈拉以南非洲地區(qū)主義組織。由于旅游業(yè)被視為經濟的頂峰，在分SAH ARAN非洲有來自西歐和北美的激烈競爭，這是建議在非洲所有的旅游機構，按照本文件中提出的建議以保持競爭力。收到所有的從業(yè)者和學者的意見進行分析表明，建議mendations將提供非洲旅游組織的基礎，這將能夠過度來的障礙，并可以設置全面的電子商務網站。從接收的積極響應在其他非洲國家的旅游組織是一個跡象表明，這些建議將工作

16、在任何其他撒哈拉以南非</p><p>　　附錄三：外文文獻原文</p><p>　　Title：Recommendations for e-commerce systems in the tourism industry of sub-Saharan Africa</p><p>　　Material Soerce: Telematics and Informat

17、ics Volume 26, Issue 1</p><p>　　Author：Janet Edwards, Ray Dawson Abstract</p><p>　　The recommendations described in this paper are a continuation of research previously reported in the Telematic

18、s and Informatics journal.This paper explains how the tourism organisations from sub-Saharan Africa can evolve their websites into marketing tools and how they can overcome the impediments to e-commerce adoption and usag

19、e.The recommenda-tions also explain how the other major players within the economies of these countries can make the environment condu-cive for e-commerce development an</p><p>　　Keywords: Recommendations; e

20、-Commerce; Websites; Tourism; Sub-Sahara Africa</p><p>　　1 Introduction</p><p>　　The tourism industry is regarded as one of the biggest sectors in the world generating an estimated 11% of the gl

21、obal gross domestic product (GDP) and employing 200 million people and serving 700 million tourists worldwide – a ?gure which is expected to double by the year 2020 (Roe and Urquhart, 2001). With the other major sectors

22、of the economy not performing well, the tourism industry has emerged as the biggest contributor of the GDP since the early 1990s in most African countries and is now v</p><p>　　Despite the diverse wildlife,

23、unique resorts and the exotic ?ora and fauna,Africa’s tourism potential remains underutilised and undeveloped (Naude and Saayman, 2005). Today the Internet with its growing pop-ulation has technologies which provide the

24、African merchants with an unprecedented level of connectivity and the ability to communicate e?ciently and e?ectively directly with customers. Electronic commerce (e-com-merce) which operates on the backbone of the Inter

25、net could help the African tou</p><p>　　2 Methodology</p><p>　　The study described in this paper is a continuation of research previously reported in the Telematics and Informatics journal by Ma

26、swera et al. (2006). As there is little published information about the e-commerce activities in Africa south of the Sahara (Molla and Licker, 2004), a study (Maswera et al., 2006) was carried to ?nd out if organisations

27、 in the tourism industry in four African countries were adopting e-commerce. The countries studied were South Africa, Kenya, Zimbabwe and Uganda. The</p><p>　　There were two phases in this study. The ?rst ph

28、ase involved examining a large number of websites of various tourism organisations from the above-mentioned countries. Three surveys were carried out, the ?rst to determine what e-commerce features are available on the s

29、ub-Saharan African websites, the second to examine the content accessibility and the third to examine the usability of the websites. Availability sampling was used to choose the organisations to survey. Search strings we

30、re used to ?</p><p>　　The limitation of this sampling method is that it is di?cult to determine the total population the tourism organisations that the survey represents. However, by obtaining as many compan

31、ies as is possible with.</p><p>　　Between 300 and 600 websites examined in each survey, all categories of tourism organisations were wellrep-resented. The websites which were accessed were those of the vario

32、us tourism organisations which included national airlines, national parks, government-run and private tourism promotion organisations, car rental companies, travel agencies and tour operators. The websites of the aforeme

33、ntioned organisations are likely to provide information a tourist needs before deciding whether to embark o</p><p>　　Need to be evolved into marketing tools for them to attract enough business for the touris

34、m organisations to make an impact in their respective economies. In terms of accessibility and usability, the results showed that although the African websites were comparable to those of organisations from established a

35、nd more devel-oped markets, this was usually because the African websites were relatively simple and lacked the more advanced features of their American and European counterparts. The Africa</p><p>　　In the

36、second phase of the research, questionnaires were then administered to tourism organisations from sub-Saharan Africa to ?nd out what e?orts are being made by the tourism organisations to adopt and use e-commerce and to d

37、etermine how receptive these organisations are to these Internet technologies. The results showed that many of these organisations are not taking advantage of these technologies to fully embrace e-commerce. A positive as

38、pect shown by the questionnaires is that the tourist </p><p>　　As a result of the previous research described above, the methods employed to overcome the barriers together with the recommendations made from

39、the ?rst phase of the research were then compiled into arec-ommendations document, the content of which is given in the next section of this paper. These recommenda-tions were then tested as described in Section 4 of the

40、 paper.</p><p>　　3 The recommendations</p><p>　　Twelve recommendations have been made as a result of the study. The ?rst six recommendations are gen-eral actions to enhance and promote an organi

41、sation’s website. Recommendations seven to twelve are recom-mendations to overcome the barriers to e-commerce discovered from the questionnaires.</p><p>　　3.1 Recommendation 1: e-Commerce features</p>

42、<p>　　Evolve the website into an e-commerce tool and an international website which can be tailored for globalmarkets such as Europe, America and Asia. This will involve adding features such as corporate informatio

43、n,information on products and services, Frequently Asked Questions (FAQs), useful non-product information such as the weather, privacy and security statements, online enquiries, online reservations, reservation tracking

44、and online payment.</p><p>　　3.2. Recommendation 2: Customer relationship management (CRM)</p><p>　　Evolve the website to employ e?ective electronic CRM components to encourage customers to keep

45、 coming back and this will create an impression consistent with the organisations’ desired image. CRM components that could help capture customers’ preferences, needs and requirements, could include contact details, e-ma

46、il,an online feedback form, an electronic newsletter, promotions, special o?ers and other loyalty schemes, a call-back service, and personalisation through customised content.</p><p>　　3.3. Recommendation 3:

47、 Website promotional campaigns</p><p>　　The Internet can be used to promote products and services as it provides, at modest cost, an unprecedented level of connectivity and the ability to communicate e?cient

48、ly and e?ectively directly with customers. The websites should contain facilities that will attract new customers as well as retain old ones, such as an elec-tronic newsletter, Frequently Asked Questions (FAQs), loyalty

49、systems, callback services, a privacy policy statement, promotions and special o?ers, customer feedback, an infor</p><p>　　4 Conclusion</p><p>　　In general the recommendations evolve the website

50、 from being a simple information-only website to fully-?edged e-commerce site. The recommendations discussed in this paper are directed towards providing facilities and su?cient content for customers to make purchase dec

51、isions and carry out online transactions. The organ-isations should convert their websites into a marketing tool by employing online and o?ine website promo-tional techniques to break into the highly competitive internat

52、ional touri</p><p>　　There will be di?culties and barriers to e-commerce that need to be overcome. However, this paper iden-ti?es these barriers and gives recommendations to overcome these barriers to be abl

53、e to capture that market which is not being catered for on other websites. The recommendations for overcoming e-commerce barriers discussed in this paper were devised from tried and tested solutions which have been used