以精细化治理塑造旅游城市品牌

以精细化治理塑造旅游城市品牌

Shaping the tourism city brand with refined governance

一、中文原文：

  中秋国庆假期在即，各地陆续开展旅游市场秩序整治行动。近日，笔者在海南省三亚市天涯区第一市场等地走访时发现，海鲜档口显眼位置都亮出了“商户信用星级”标牌。游客扫一扫上面的二维码，就可以看到商户信用加分、扣分及投诉记录、诚信承诺等信息。发生未使用物联网溯源电子秤称重结算、海鲜绑粗绳称重等情况，则会被扣分。商户星级降为0后会被强制退出市场，而讲信用的商户则有权优先分得市场中的“旺铺”。这是三亚打造“放心游”品牌的新举措。

  “发展高水平旅游业，要抓硬件，更要抓软件，特别要提高服务质量、推进精细化管理，以优质服务赢得旅客的笑脸和称赞，赢得持久的人气和效益。”游客对一个城市的印象往往建立在各种消费细节上，比如设施是否方便、食品是否安全、交易是否公平，等等。营造好的旅游环境，把各方面服务做到位，让游客整体上感觉称心如意，才能赢得良好口碑，实现长远发展。

  如何让游客来了不想走、走了还想来？首先要围绕提升游客体验做文章，进一步把加强监管、优化服务等工作做实做细，充分保障好游客的合理合法权益。以三亚为例，几年前，当地开始打造“放心游”旅游监管服务平台，通过物联网溯源电子秤回传数据，实时监控海鲜价格，如果价格畸高，将被信息系统标红，监管部门将严肃查处。但实践中发现，凭借单一技术手段，仍难以根治这一问题。电子秤无法还原交易过程，商家还是可以拿“收费员打错小票了”等作为理由。为此，三亚在海鲜市场设置公平秤，供游客自行称重。同时，在市场加装视频监控，视频资料保留3个月，对海鲜挑选到加工全过程进行监督。实践证明，以公平公开的市场规则为准绳，以消费者满意为标准，才能不断提升监管水平、服务质量，营造安心舒适的旅游消费环境。

  进一步提高游客满意度，还要畅通投诉渠道，健全及时反馈处理机制，让游客感受到自己的遭遇有人关心，自己的诉求有部门回应。及时妥善处理游客投诉，减少旅游纠纷，是打造旅游城市品牌的重要一环。前不久，海南开始在全省各市县（除三沙外）推广旅游消费投诉先行赔付机制：游客如果遇到缺斤短两、以次充好等侵权行为，轻点手机就可以静默投诉。如果提交的证据真实充分，有明确法律依据，“海南放心游”平台30分钟内就可以先行赔付。这一机制，为游客提供了快捷的维权通道。制定可行方案，更好更快地满足游客的多样化需求，方能不断提升旅游城市的公信力和美誉度。

  对旅游城市而言，游客的口碑就是发展的生命线。优化旅游环境，提升服务质量，让每一位游客安心旅游、放心消费，是打造高水平旅游业的关键。把精细化治理的“麻烦”留给自己，把畅快出游的方便留给游客，定能不断增强旅游吸引力、产业竞争力，更好谱写旅游高质量发展新篇章。 （周亚军）

二、英文译文：

The Mid-Autumn festival and National Day holiday is approaching, and various places have carried out tourism market order rectification actions. Recently, when I visited the first market in the Tianya district of Sanya, Hainan Province, I found that the "merchant credit star" sign was displayed in the prominent position of the seafood stall. Visitors scan the above QR code, you can see the merchant credit bonus points, deduction points and complaint records, integrity commitment and other information. If the Internet of Things traceability electronic scale is not used to weigh and settle, and the seafood is weighed with a thick rope, points will be deducted. Merchants will be forced to withdraw from the market after the star rating is reduced to 0, and creditworthy merchants have the right to have priority in the market. This is a new measure for Sanya to build a "rest assured tour" brand.

"To develop high-level tourism, we must focus on hardware, but also on software. In particular, we must improve service quality, promote refined management, and win the smiling faces and praise of tourists with high-quality services, and win lasting popularity and benefits." Tourists' impression of a city is often based on various details of consumption, such as whether the facilities are convenient, whether the food is safe, whether the trade is fair, and so on. Create a good tourism environment, all aspects of the service to do the right, so that tourists as a whole feel satisfactory, in order to win a good reputation, to achieve long-term development.

How to make tourists do not want to go, go still want to come? First of all, we should focus on improving the tourist experience, further strengthen supervision and optimize services, and fully protect the reasonable and legitimate rights and interests of tourists. Take Sanya as an example, a few years ago, the local began to build a "rest assured tour" tourism supervision service platform, through the Internet of things traceability electronic scale back data, real-time monitoring of seafood prices, if the price is abnormally high, it will be marked red by the information system, the regulatory authorities will be seriously investigated. However, it is found in practice that it is still difficult to cure this problem with a single technical means. Electronic scale can not restore the transaction process, the business can still take the "toll collector hit the wrong receipt" and so on as a reason. To this end, Sanya set up a fair scale in the seafood market for tourists to weigh themselves. At the same time, video surveillance was installed in the market, and video data was retained for 3 months to supervise the whole process of seafood selection and processing. Practice has proved that with fair and open market rules as the criterion and consumer satisfaction as the standard, we can continuously improve the level of supervision and service quality, and create a comfortable and comfortable tourism consumption environment.

To further improve the satisfaction of tourists, it is necessary to smooth the complaint channels and improve the timely feedback processing mechanism, so that tourists can feel that their experiences are cared about and their demands are responded by the department. Timely and proper handling of tourist complaints and reducing tourism disputes is an important part of building a tourism city brand. Not long ago, Hainan began to promote the compensation mechanism for tourism consumption complaints in all cities and counties in the province (except Sansha) : If tourists encounter infringement acts such as short-weight and shoddy, they can silently complain by tapping their mobile phones. If the evidence submitted is true and sufficient and there is a clear legal basis, the "Hainan rest assured tour" platform can be paid in advance within 30 minutes. This mechanism provides tourists with a quick way to protect their rights. To develop feasible plans to better and faster meet the diversified needs of tourists, can continuously improve the credibility and reputation of tourist cities.

For tourist cities, the reputation of tourists is the lifeline of development. Optimizing the tourism environment, improving the quality of service, and making every tourist feel at ease to travel and consume are the key to building a high-level tourism industry. Leave the "trouble" of fine governance to yourself, leave the convenience of free travel to tourists, and will continue to enhance tourism attraction and industrial competitiveness, and better write a new chapter in the development of high-quality tourism. (Zhou Yajun)

三、重点单词：

市场秩序 market order ; Market system

二维码 QR code ; two-dimensional code ; dimensional barcode ; 2-dimensional bar code

扣分 deduct points

物联网 The Internet of things ; IOT

电子秤 Electronic scale ; electronic balance/scale

粗绳 thick string ; anchor line ; rope

新举措 new measures

高水平 high level ; sophistication ; high tone

旅游业 tourism ; tourist industry

四、重点短语：

1.carry out 执行

The team will carry out the project according to the plan.

团队将按计划执行该项目。

2. focus on 专注于

 In order to succeed, you need to focus on your goals.

为了成功，你需要专注于你的目标。

3. in order to 为了

 I wake up early in order to catch the first train.

我早起是为了赶上第一班火车。

4. set up 建立

 He set up his own business after graduating from college.

他大学毕业后创立了自己的企业。

5. so that 为了

 He woke up early so that he wouldn't miss the train.

他早起是为了不错过火车。

五、同根词串

1.prominent adj.著名的；prominently adv.显著地; prominence n.显著

2.force v.强迫; forceful adj. 强有力的

3.promote v.提倡；promotion n.提升; promotional adj.促销的

4.protect v.保护; protection n.保护；protective adj.防护的

5.create v.创造; creation n.创造; creative adj.创造性的

六、近似词/近反义词

1.Recently adv.最近; newly adv.最近

2.fair n.失败;  success n.成功

3.convenient adj.便利的；expedient adj.方便的

4.reasonable adj.有道理的;  rational adj.合理的

5.basis n.基础; element n.基础

编辑整理人：茆颖

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