乡村旅游在土耳其的评估使用SWOT分析【外文翻译】.doc

1、 外文翻译 Assessment of Rural Tourism in Turkey Using SWOT Analysis Material Source: Journal of Applie Sciences Author: Hasan Akca INTRODUCTION Turkey is a country situated at cross roads of three continents: Asia, Europe and Africa. It occupies some 780 thousand km2 of land and is surrounded by 8000 km

2、 of coastline. According to the results of 2000 population census, the population of the country is 67 803 927. Nearly 35% of the country population lives in rural areas. The number of villages is nearly 37 thousand and about two-thirds of them have populations below 500. Besides, one-thirds of rura

3、l dwellers live in the villages located within and adjacent to the forests. The need to redress regional imbalances and to improve income distribution among various sections of society is engaging the attention of policy makers. The creation of employment, the improvement of rural living standards a

4、nd the reversal of the trend towards migration of rural populations to urban areas are some of the main objectives of Turkish governments rural development policies (Muthoo and Onul, 1996) At the beginning of 1990s, Turkey has decided to diversify tourism in order to compete with western countries.

5、The basic philosophy of new tourism concept of Turkey can be summarized as tourism activity in four seasons, throughout the country and evaluating cultural, historical, environmental potential of the country. In this context, Turkey is working on two types of alternative tourism. The first type incl

6、udes botanical, air balloon, water-related, thermal and health, physical recreation, religious and cultural tourism. The second type, closely related to the first, includes camping and caravan, bird watching (ornithology), winter sports, hunting (sportive fishing and wild animals) and golf tourism (

7、Pirnar, 1996; Tavmergen and Oral, 1999). Northern and Central Anatolian actors are busy promoting rural and highland holidays, soft tourism activities like rafting, trekking and caving while local partners along the Southern coast are busy developing mass tourism activities (Goymen, 2000). Rural tou

8、rism is at the introduction stage of tourism product life cycle since it is a new activity in Turkey. Therefore, the number of research dealing with rural tourism is limited. And also there is a difficulty in gathering and disseminating data. In order to look the future clearly and make accurate pol

9、icies drawing the whole picture of rural tourism in Turkey is very important. In this context, the aim of the study is to evaluate current constraints for and future possibilities of rural tourism sector point of view of conservation of natural, historical and cultural values, sustainable rural deve

10、lopment and integrating tourism, agricultural and rural development policies of Turkey with those of the EU. THE CONCEPT OF RURAT, TOURISM Rural tourism is a multi-faceted activity: It is not just farm-based tourism. It includes farm-based holidays but also comprises special interest nature holidays

11、 and eco-tourism, walking, climbing and riding holidays, adventure, sport and health tourism, hunting and angling, educational travel, arts and heritage tourism and, in some areas ethnic tourism (Bram well and Lane, 1994) Lack of studies on rural tourism is compounded further by the absence of a com

12、monly accepted definition as to what constitutes rural tourism. Sometimes rural tourism is equated with farm tourism (Oppermann, 1996) .Some authors include outdoor recreation and tourism in National Parks and wilderness areas into rural tourism (Ladki, 1993; Owens, 1984); But Dernoi (1991)excludes

13、them. On the other hand, Pearce (1990) discusses second homes in the context of rural tourism. RURAL TOURISM ACTIVITIES IN TURKEY In recent years local governors and NGOs throughout the country have been trying to benefit from rural tourism via supplying all historical, natural, culture land religio

14、us values in both domestic and foreign tourism markets. Some of the activities are summarized as follows: Urged municipality has decided to apply a project aiming at introduction of rural life in the Cappadocia region. Total budget of the project is 50 million dollars and it will be organized by Mag

15、ic Life International. In the context of project, both domestic and foreign visitors will attend village wedding ceremonies, cook traditional rural meals, milking cows and sheep. In the Valley of Kizilcukur, located in the district of Ortahisar, Nevsehir province local governor is organized a tour f

16、or tourist to see the sun. Because this area is a good place where the sun rises and sets best in the world. Every year nearly 30,000 tourists visit the place paying nearly $1.5 per day. Camel wrestling is organized in many villages and counties of Mediterranean, Marmara and Egean regions during win

17、ter season. In the last two years, soap opera were made in rural areas of Turkey. In addition, Turkish films named Sun Shines from the East, Taste at the Summits and Heads or Tails were made in Cappadocia. Therefore, many people go to villages mentioned above to see actors and actress. Visit histori

18、cal places and live nostalgia. In recent years some tourism agencies have organized tours covering the route of Silk Road. Some rural people who were trained by professionals joint paralyzing activity in rural areas of Arizonian and Mugla provinces. There are some private organizations supplying rur

19、al tourism service in Southwest part of Turkey. One of them is HUZUR VADISI. It is a holiday retreat, which offers yoga, holistic and walking holidays and alternative therapies at a beautiful traditional restored farmstead in a secluded mountain valley on Fisheye coast. Tourists are accommodated in

20、comfortable nomadic yurts, a special highlight of the holiday. Another professional rural tourism activity is organized by TOHUM presents an opportunity to visit and live in traditional villages, organic farming, folk dancing and other activities. Black Sea Region of Turkey is suitable for ecotouris

21、m and plateau tourism. In the context of rural tourism projects, some local governors are establishing or restoring wooden cottages in the highlands to accommodate tourists. During the holiday visitors have an opportunity breathing fresh air, eating traditional meals and sightseeing the exotic flora

22、 and fauna. MATERIALS AND METHODS SWOT analysis technique was used in order to explain current constraints and future possibilities of rural tourism in Turkey. SWOT stands for strengths, weaknesses, opportunities and threats. A SWOT analysis is essentially a brainstorming session on the key variable

23、s that affect a firms/sectors performance (Hendricks, 1999; Huber et al.1999). In the study following methods were used in order to collect data: i) thorough out the year 2004, all TV programs showed in 20 TV channels related to tourism, rural life, cultural activity, mountain, etc were watched, ii)

24、10 provinces and their counties and villages were visited in different geographical regions of the country, iii) reported speeches were made with rural dwellers in order to define possible potential sources for rural tourism, iv)literature was reviewed to have background information about rural tour

25、ism and their likely effects on rural people and areas. v) government policies were examined to learn their views on rural development and rural tourism. RESULTS AND DISCUSSION The results of SWOT analysis of rural tourism in Turkey are given in Table1. Table 1: SOWT analysis of rural tourism in Tur

26、key Strengths Weaknesses Tourism Encouragement Act No:2634 2010 Tourism Vision of Turkish Govern-ment Declarationof the year 2002 as “International Year of Mountains” Unspoiled environment and flora and fauna Unlimited hospital of Turkish rural dwellers Changes in the preferences of tourists Extraor

27、dinary landscape Near to main tourist markets geographically Supplying exotic combination of west and west and east Difficulties in marketing of rural tourism product at international markets Lack of scientific meeting related to rural tourism at local and national level Difficulties in gathering an

28、d disseminating date Inadequate academic study on rural tourism Lack of co-ordination among rural NGO Limited number of accommodation Not speaking of foreign languages by rural people Opportunities Threats Having opportunity for tourism through Turkey in four seasons Developments in awareness of urb

29、an pe- ople to nature, undiscovered destinations Increase in the number of TV programs focusing on to rural areas War possibility in neighbor Affects 11 September events in the USA on world tourism Decease in domestic tourists household income Young and dynamic population in the rural areas to be ad

30、opted the concept of tourism easily Candidacy of Turkey for membership to the EU Constructing15000km of the double-road Promotion of rural tourism as a new product is very low in Turkey, compared to western countries. However, in recent years there has been an increase in the number of television pr

31、ograms focused on rurality and also rural tourism in Turkey. Everybody except that these programs have an important role in the introduction of rural dwellers life style, flora and fauna and historical and cultural values in rural areas to urban people desiring to see different places, to live adven

32、ture and to be in a natural environment. Some of the programs are summarized as follows: Adrenaline on the BRT, Caravan and Adventurer on STV, Vital Point on NTV, Discoverer on ATV, Telecritics and Rainbow on TGRT, .Lets Visit and See and In Eddies or whirls: Anatolia on TRT1, Sea Magazine, Zeugma.

33、Yesterday, Today and Turnover on TRT2 and Mr. Tourism and Holiday Guide on TV8, Nostalgia on Flash TV, Things that we have not seen and heard on Star. CONCLUSION Turkey has an important potential tourism. However, rural tourism resources for alternative have not been used for the development of less

34、 favored areas of Turkey at adequate level due to terrorism in the Southeast part of Turkey since second half of the 1980s. Therefore, the rural areas, only in the Black Sea region, Mediterranean and Aegean regions, are opened to mass and also highland tourism activities. As starting the end of 20th

35、 century， the terrorism activity stopped (erased) by Turkish government. It is expected that the number of foreign tourists visiting rural areas will increase in the medium or long run as parallel to increase in the number of incentives, initiatives and investments towards rural milieu in the short

36、term. Another obstacle for the development of rural tourism in Turkey is war in neighbor countries because Turkey is located in a difficult geography ,where many wars happened during the last two decades. To sum up, “I want to feed and live in the place where I was born“ is the slogan of people livi

37、ng in rural areas. To achieve this aim, there is a need to develop new employment opportunities in rural areas in addition to agriculture. Many successful applications throughout the world show that rural tourism can create additional income for especially rural youth and women. 译文 乡村旅游在土耳其的评估使用 SWO

38、T 分析 资料来源 : Applie科学杂志 作者：哈桑 .阿克贾 引言 土耳其是一个地跨亚洲，欧洲和非洲三大洲的国家，国土面积约 780000 平方公里，拥有 8000 公里的海岸线 。根据 2000 年人口普查的结果，全国人口是67803927人，近 35的全国人口居住在农村。村庄人口近 37万人，约占全国人口的三分之二，其中有三分之二的村庄人口低于 500人。此外，有三分之一的农村居民生活在森林里和邻近森林的村落。 纠正区域间的不平衡和改善社会各阶层收入的分布的必要性引起决策者的注意。创造就业机会，提高农村人民生活水平和实现改变农村人口向城市地区移民的趋势是土耳其政府的农村发展政策主要目

39、标（穆素和奥努尔， 1996）。 在 90 年代初，土耳其为了和西方国家竞争，决定将旅游多样化。土耳其的新概念旅 游的基本原则可以概括为四季旅游活动，评价全国各地的文化，历史，和环境的潜力。从某种意义上说，土耳其正在进行两个交互型旅游。第一种类型包括植物，气球，与水有关，气温和卫生，体育娱乐，宗教和文化旅游。第二种类型，包括野营和商队，观鸟（鸟类），冬季运动，狩猎（嬉戏渔业和野生动物）和高尔夫旅游（珀尔纳尔， 1996）。北部和中部安纳托利亚演员都忙于促进农村和高原假期，如漂流旅游活动，徒步旅行和放逐休闲旅游，而南部沿海当地的合作伙伴正在忙于开发大众旅游活动（格伊曼， 2000）。 由于乡村旅

40、游在旅游产品生命周期正处于引入 阶段，所以在土耳其是一种新的旅游方式。因此，研究与处理乡村旅游的人数是有限的，同时也有收集和传播数据的困难。认清其未来发展趋势与准确的制定政策对规划好整个土耳其乡村旅游蓝图在是非常重要的。 在这种情况下，该研究的旨在从乡村旅游的保护部门的角度来看土耳其与欧盟在自然，历史和文化价值，农村的可持续发展和整合旅游，农业和农村发展政策以及当前制约因素和土耳其乡村旅游未来的可能性进行评估。 乡村旅游的内涵 乡村旅游是一个多层面的活动：它不仅是以农业为基础的旅游业。它包括农场的假期，也包括特殊的趣味自然性质的假日和生态 游，散步，爬山和骑马假期，探险，体育和保健旅游，狩猎和

41、垂钓，教育游，艺术及文物旅游，和一些地区民族游（布莱姆豪， 1994）。 对乡村旅游研究的缺乏，一种普遍接受的定义却没有进一步说明什么是乡村旅游。有时，乡村旅游等同于农场是旅游（帕曼， 1996）。有些作者把户外娱乐、国家公园游玩和荒野地区旅游归入乡村旅游（兰迪科， 1993；欧文斯， 1984）；但德尔诺伊（ 1991）认为乡村旅游并不包括这些。另一方面，皮尔斯（ 1990）讨论了乡村旅游方面的第二种定义。 土耳其的乡村旅游活动 近年来，地方州长和全国各地的非政府 组织一直在国内外旅游市场试图通过提供乡村所有的历史，自然，文化和宗教价值并从该旅游中受益。这些活动概述如下： 于尔居普市政府已决

42、定申请一个项目旨在卡帕多西亚地区的引进乡村生活。本项目总预算为 50 万美元，将由国际魔术生活来筹集。在项目范围内，国内外游客将参加乡村婚礼，乡村传统的做饭吃饭，挤牛奶和羊奶。 科兹库鲁尔谷位于 Ortahisar地区的内夫谢希尔省，该省组织游客去观日出。由于这个地区是世界上观看日出日落最好的地方。每年近 3万游客到此旅游，每天花费约达 1.5美元。 在冬季，许多村庄和地中海县，马尔马拉海和 鄂梗地区组织骆驼摔跤。 在过去两年中，土耳其农村地区的肥皂剧。此外，土耳其影片命名来自东方，在首脑会议和首脑或太阳照在卡帕多西亚的。因此，很多人去看演员提到的村庄，参观那里的历史古迹和乡村生活。 近年来，

43、一些旅游机构组团的路线涵盖了丝绸之路。 穆拉省和埃尔津詹省的农村地区的有些村民进行了专业人士的培训活动。 这有一些供应西南土耳其的乡村旅游服务的私营机构。其中之一是胡祖尔，这是一个度假胜地，这里提供瑜珈，全面和假期徒步旅行，并在一个美丽的费特希耶海岸山谷农庄恢复传统替代疗法。在一个特别的节日，游客会住在舒适 的游牧蒙古包。另一专业的乡村旅游活动由托胡姆组织，住在传统的村庄，与当地妇女一起做饭，有机耕作，民间舞蹈和其他活动等日常生活。 黑海地区的土耳其适合生态旅游和高原旅游。在农村旅游项目方面，一些地方官员正在建立或恢复高原木制小屋，以适应游客。在节假日期间，游客有机会呼吸新鲜空气，吃传统的食物

44、和观光外来植物和动物。 材料和方法 SWOT分析技术的使用，是为了分析当前制约因素和土耳其乡村旅游未来的可能性。 SWOT分别代表优势，弱点，机会和威胁。 SWOT分析实际上是一种影响企业 /部门的绩效对关键变数的头脑风暴法（ 亨里克斯， 1999；侯本， 1999）。 在这项研究中，用于收集数据的方法： 1）纵观 2004 年，所有电视节目的20频道与旅游，农村生活，文化活动，山等有关的电视画面， 2）在该国不同的地理区域访问了 10 个省和他们的县和村庄 3）同农村居民作出以确定乡村旅游潜力的报告案 4）审查文学中以乡村旅游为背景的信息，乡村旅游及其可能对农村人民和地区产生的影响的资料 5

45、）了解政府的政策对农村发展和乡村旅游的意见。 成效和建议 表 1 土耳其乡村旅游 SWOT分析 优势 机会 促进旅游发展法案 2634条款： 土耳其政府的 2010年旅游发展远景 宣布 2002年为 “国际高山年 ” 环境和动植物保存完整 土耳其农村居民的医疗保障 游客喜好的改变 奇特的景观 地理位置上邻近主要旅游市场 提供东西部异国情调 有机会经历土耳其的四季游 城镇的人们对自然和神秘地方的认识提高 关注农村地区的电视节目的增加 农村地区年轻而充满活力的人们容易接受旅游的内涵 土耳其拟加入欧盟 修建 15000公里双向通道的公路 一些电视或电影取景的地方 劣势 威胁 乡村旅游产品在国际市场上

46、营销的难点 缺乏有关地方和国家级乡村旅游的科学会议 收集和传播数据的困难 研究乡村旅游不足 农村和非政府组织之间缺乏合作 住宿数量有限 农村居民语言的障碍 邻国发生战争的可能性 美国 9.11 事件对世界旅游业的影响 国内游客家庭收入的减少 与西方国家相比，作为新产品的乡村旅游是在土耳其的推广速度非常低。然而，近年来一直以来有一定数量的电视频道关注农村田园风光，也关注土耳其的乡村旅游。每个人都期望这些节目都对介绍农村居民的生活方式，动植物，历史和农村地区的文化价值观给渴望看到不同的地方、喜欢冒险和生活在自然环境中的城市居民有重要作用。对一些频道概况如下：从外交到本郡县的厄舍克电视 ，让我们的访

47、问在泽乌玛安纳托利亚的海洋杂志。昨天，今天和 TRT2先生和旅游度假的第八频道，乡愁指南的电视，在这里面我们还没有看到和听到的明星。 总结 土耳其有强劲的旅游发展潜力。然而， 80 年代后半期，由于在土耳其东南部的恐怖主义，乡村旅游资源没有用于土耳其较为不利地区的发展。因此，仅在黑海地区，地中海和爱琴海地区的农村地区开放给大众，也是高原旅游活动。 20世纪末，土耳其政府消灭了恐怖主义活动。他们预计从中期还是长期来看参观农村地区的游客将会增加作为在短期内与平行增加激励数量，倡议和对农村生活的投资的平衡。另 一个在土耳其乡村旅游发展的障碍是邻国之间的战争，因为土耳其是坐落在一个战略要地（巴尔干，中东和中亚），在过去 20 年有许多战争在这里发生的。 总之， “我想哺育和生活的地方是我的出生的地方 ” 是这农村地区居民的口号。为了实现这一目标，有必要发展除了农业外农村新的就业机会。全世界许多成功的应用表明，乡村旅游可以增加特别是农村青年和妇女的额外收入。