旅游是把双刃剑|网络是把双刃剑

　　In my country, Scotland, tourism is a major industry and a very important source of income. Sometimes, however, people wonder if it is completely a good thing.
　　The mountains in the west of Scotland are some of the most beautiful in the whole world. People from all over the world come there to climb these beautiful hills and enjoy the dramatic scenery by walking along the narrow tracks. But the weather is very wet and the soil is fragile. When many people walk along the mountain paths the soil crumbles and then slides down from the mountainside. New tracks have then to be cut out for a new batch of visitors. What is really happening is that the mountains which have lasted for many centuries are now gradually being worn away by the feet of the very people who come to enjoy them.
　　
　　Many people like to visit the Highlands of Scotland because they are quiet and peaceful ? unlike the cities from which they come. But when there are many busloads of tourists in a quiet place it is no longer a quiet place. Ironically the tourists destroy the very thing they have come to find.
　　This is unfortunately often the case all over the world. A place becomes popular for some special reason and the tour companies respond to consumer demand. In the beautiful Italian city of Florence art lovers from all over the world queue patiently for two hours or more to gain admission to the famous Uffizi Gallery where many of the greatest works of the Italian Renaissance are on display. They will discover that once they are inside they will only be permitted to gaze in wonder for a few precious seconds at each famous painting. Why so? It is because the moisture in the breath of the art lovers is gradually affecting the paintings themselves.
　　These two simple examples have a message for us all when we are considering the tourism industry. Tourism is a real engine of economic growth: in a small country like Scotland it is estimated to provide 3% of growth and direct employment for over 200,000 people. We cannot turn our back on it or refuse to share our heritage with others. What is required is to study best practice wherever it is found and to apply it appropriately.
　　In China an excellent example of efficient tourism management is to be found in Hunan Province at Zhangjiajie. Here thousands of visitors are able to enjoy a world heritage natural experience in a most efficient and orderly way. It is a lesson for the rest of the world in how to cater for the visitors while preserving and protecting the wonderful environment they have come to appreciate.
　　A second lesson that the tourism industry needs to learn is that tourists are customers and that they can be very fickle customers. Money is always as scarce commodity and as tourism becomes more sophisticated there is more and more choice available. In China, holidays are fairly infrequent and people are increasingly unwilling to be use them to visit a famous spot just because it is famous. All over the world there are tourist resorts that are now almost completely deserted and in disrepair because they failed to meet the needs of the market. If the customers are dissatisfied they won’t come back and neither will their friends. Tourism, like any other industry, if it is to be successful requires market research and careful planning.
　　One of the important legacies of the Olympic Games for Beijing was their increased awareness of the standards expected by foreign visitors. It is important that these lessons are not forgotten and that any organization in China that is seriously anticipating a successful foray into the international tourism market should study these findings seriously. Many countries in the world which seek to attract tourist income from abroad fail to pay attention to basic things. There is perhaps nothing more basic than adequate provision of public toilet facilities. The public toilets in London, for example, are often a disgrace to any civilized country. An excellent example of the standard that should be aimed for can be found in Li Jiang in Yunnan. Here in the Old City all the public toilets are attractively built to blend with the ancient buildings. They are well sign-posted, beautifully maintained, staffed by people who are proud of their job, immaculately clean, devoid of any unpleasant odors --- and free.
　　Really, the most crucial thing to understand is that tourists come to visit one place rather than another, go to one restaurant rather than another or stay in one hotel rather than another is because they want to. If we want them to come we must be willing to welcome them and we must make their visit so pleasant that they will want to return and that they will tell all their friends to come as well. On the other hand, it is only fair to expect our tourists to behave in such a way that we will be delighted with their visit and only too happy to welcome them back.
　　One important factor in this is the attitude towards the customers who are expected to provide the prosperity.
　　In Gaelic, the ancient language of Scotland, there is no special word for “tourist”, only a word for “guest”. But now many local people see the tourists not as “guests” but only as a source of money. This is not a good relationship and is harmful to both the “strangers” and the local people. Let us hope that the tourism industry in China can bring prosperity and development without the appearance of such negative effects and that millions of tourists from home and abroad will have the opportunity to appreciate the marvelous beauty of this wonderful land.
　　
　　在我的国家苏格兰，旅游是一项支柱产业，也是非常重要的经济来源。尽管有时人们会怀疑这究竟是不是一件好事情。
　　苏格兰西部的群山是全世界最美丽的山脉之一。世界各地的人们来到这里，一边沿着狭窄的小路攀爬，一边欣赏四周美丽的景色。不过那里的天气非常潮湿，土壤也很松散。很多人走在这样的山路上，脚下的土就会不断地从山边掉落下来。所以一旦有新的游客来，这里就不得不开辟新的路径。这些山已经存在了许多世纪，随着游客的不断增多，这些群山正在渐渐地被消磨殆尽。
　　许多人喜欢到苏格兰高地旅游，因为那里十分安静，不像他们所在的城市那般喧闹。但是，当一车车的游客光临这个安静的地方后，安静就不复存在了。他们来寻找的，正是他们正在破坏的――真是讽刺啊！
　　这样的事情在全世界都很常见。一个地方因为一些特别的原因而出名，旅行社就会应客人要求，组织大家到此地旅游。在意大利美丽的城市佛罗伦萨，全世界的艺术爱好者都来到这里，为了得到乌菲兹美术馆的入场券，看意大利文艺复兴时期的作品展览，不惜耐心地排两个多小时的队。等他们进去后才会发现，每幅作品，他们只被允许看几秒钟时间。为什么会这样？因为他们呼吸排出的潮湿气体会逐渐对墙上的画产生影响。
　　当我们想到旅游产业的时候，上面这两个简单的例子就会给我们提一个醒。旅游业确实是经济发展的引擎：在一个像苏格兰这样的小地方，旅游每年大概会带来3%的经济增长以及超过2000个工作岗位。我们不能对这些数字不理不睬，也不能拒绝把我们的自然遗产与他人分享。我们所能做的就是学到最好的方法并付诸于实施。
　　在中国湖南张家界，可以看到一个极好的旅游管理方式。在这里，数千游客可以在一个高效有序的方式下尽情地欣赏世界自然遗产。这着实给其他国家上了很好的一课，教给他们如何既可以迎合游客的需要，又可以保留和保护自然环境。
　　旅游产业要上的第二堂课就是，游客也是顾客，而且有时是变化无常的顾客。金钱永远是一种稀有商品，当旅游业变得越来越复杂和世故，就会有越来越多的人选择怎么去花钱。在中国，假期非常少，人们开始变得不愿意将假期用在一个仅仅因为著名而毫无新意的景点。如今，全世界有很多景点几乎荒废了，因为他们没有迎合市场的需要。如果游客感到不满意，他们就不会再来这里，更不会成为这里的朋友。旅游业，像其他产业一样，如果想要成功，就需要市场调查和细致的规划。
　　奥运会留给北京最重要的东西之一，便是让北京提高了迎合国外游客各种要求的意识。对于那些期望成功打入国际市场的中国旅游机构来说，是非常需要认真研究这些经验的。世界上许多国家在寻找国外旅游市场时，都忽略了最基本的事情。或许没有什么比公共厕所设施建设更基本的事情了，举个例子，谈起英国的公厕，和任何一个文明的国家公厕比较，都是一件丢人的事情。而另一个优秀的例子可以在云南丽江找到。在丽江古城，所有的公厕都设计得非常吸引人，并且非常恰当地与周围古老的建筑融合在一起。这些厕所标志醒目，维护得很漂亮，清洁人员也非常热爱工作，把这里打扫得非常干净，没有一点难闻的气味。还有，所有的厕所都是免费的。
　　事实上，我们需要明白的一件最重要的事情就是，游客们去一个景点而不去另一个，去一家餐厅而不去另一家，或者去一个宾馆而不去另一个，是因为他们想去这家而不去另外一家。如果我们想招揽更多的游客，我们就要热情地欢迎他们，让他们非常开心，让他们愿意再回来，并且让他们愿意告诉身边的朋友也一起来。另一方面，我们也希望游客们可以文明游览，这样我们就会非常高兴地欢迎他们来旅游，也会非常盼望他们能再来。
　　如果希望游客们带来更多的经济效益，一个重要的因素就是对游客的态度。
　　在盖尔语（一种苏格兰古老的语言）中，没有“游客”这个词，只有“客人”。但是现在，许多当地人并不把游客当作“客人”，而仅仅当他们是一种收入来源。对“外地人”和本地人来说，这并不是一个好的关系，甚至还会破坏这种关系。让我们共同希望中国的旅游业能够兴旺发达，在发展的道路上没有不和谐的音符，让国内外的游客可以有机会欣赏到这片土地的美丽。

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