罗马尼亚乡村旅游发展的个案研究：以马拉暮莱斯为例【外文翻译】

外文翻译原文Romanian rural tourism development a case study: rural tourism inMaramuresMaterial Source:International Journal of Business Research, July, 2007Author:Adina L. Negrusa, Smaranda A. Cosma, Marius Bota ABSTRACTMany countries considered tourism as a real and sustainable support for their economic development. The tourism was considered a really chance for Romania. Despite this, the travel and tourism economy contribution to Romanian GDP varied around 2 per cent in the last 10 years.Due to an underdeveloped and neglected road infrastructure, to the lack of financing resources and to the lack of interest of local and central authorities for tourism development, regions fitted for ecotourism and rural tourism--like Maramures--failed to attract tourist, neither foreign, nor Romanian. The situation improved slowly since 1996, after the decision of European Community to finance the rural development (including rural tourism) in Romania through Phare programs and--by the end of 1990s--through SAPARD programs.Our research is focused on identifying the potential of development of these branches of tourism into international market and the motivation for practicing.The present paper analyzes the rural tourism potential in Romania and Maramures region, its evolution since 1990 and the prospective strategy needed to a better promotion of this region on the European tourist market.Keywords:Rural tourism;Strategy of development;SWOT analysis;International market1. INTRODUCTIONWTO used rural tourism concept for defining that tourism product "that gives to visitors a personalized contact, a taste of physical and human environment of countryside and as far as possible, allow them to participate in the activities, traditions and lifestyles of local people." According to WTO it is considered that take part from rural tourism a wide range of activities like: climbing, riding, adventure tourism, educational travel, sport and health tourism, arts and heritage tourism.Lane (1994) outlines the specific features of rural tourism. First of all it is concentrated in rural areas. Second it is based on small-scale and traditional activities and enterprises, environmental aspects and heritage. Third it is relating to small-scale buildings and settlements and forth it relies on traditional qualities of the countryside and develops slowly under the control of local people. Lastly it reflects the complexity of the rural environment and has several different forms.We define rural tourism as that form of tourism offered by people from rural areas, with accommodation on small-scale and with the implication of important components of their rural activities and customs of life.In European countries rural tourism became an important segment of tourism (Hall D.2000,2004). The EuroGites conference in 2003 reported that there were more than 200 thousand providers of Farm and Village Tourism registered in Europe, with more than 2 millions beds. A Euro barometer survey on "Europeans on Holiday (1997-1998)" showed that more and more people are interested not only in "sampling" new places but also in discovering different forms of tourism, placing greater emphasis on quality products, on more environmentally and culturally sensitive forms of tourism and on shorter but more frequent trips, while a significant number of Europeans (23%) choose the countryside as the most preferred tourism destination (EC, 1998).Rural tourism is a trend in Europe and is in a continuous growing. WTO estimates an annual growth of approximately 6% of rural tourism comparing with 2% growth of tourism in general. In a number of Southern and Eastern European countries the growth was strongly, more than 20%, due to some transformations which took place in the countryside and agriculture as a results of recently involved in the European Union integration.The rural space in Romania accounted almost 89% from the entire territory and for 47% of the population their home is situated in the rural area. Romania's rural economy is dominated by agriculture of which the predominant feature is the high share of subsistence farms, mainly producing for their own consumption and only marginally for the market. Because of the domination of this form of agriculture the rural economy remains poorly integrated into the market economy.After 1990 the tourism was considered a really chance for Romanian economic development. Romania has a harmonious and diverse landscape and, from the tourist point of view, could be considered one of the beautiful and resourceful places inEurope. Romania, also, has a rich traditions and culture. But until now our country did not become--as it was intended--a well known tourist destination.Some analysts consider--and we intend to be in accordance with their opinions--that the delay in privatization combined with many problems in tourism infrastructure, transport infrastructure and public services postponed the real development of this sector. (Moraru, 2005 and Societatea Academica din Romania, 2004).2. ROMANIAN RURAL TOURISM--A GENERAL OVERVIEWRegarding the rural development we identified that important measures were planned in The National Strategy on Sustainable Development. This gives priorities to investments in infrastructure (irrigation), the development of green tourism, the creation of family farms of an "optimal size" (between 50 and 100 ha) and securing the food supply by developing agricultural production and re-launching industrial sectors related to agriculture such as farming machinery. Under these circumstances it is obviously why that rural tourism became an important strategy for development both rural regions and tourism economy.The Romanian rural area disposes of reach tourist potential to be found both in mountain and hill areas and in the Black Sea Cost and Danube Delta zone. Each area presents an interest from the ethnographic point of view and folklore heritage, having also particularity in the traditional customs.The National Association of Rural Ecological and Environmental Tourism founded in 1994 and a member of the European Federation of Rural Tourism--EUROGITES, is the national organization for tapping the potential of rural tourism. In the present in Romania there are approximately 13 000 of rural communities which could offer settlement for accommodation. The main purpose of the ANTREC organization was to identify, develop and promote the Romanian hospitality and rural tourism. Its basic declared functions are:--to identify and promote the rural tourism potential,--to organize professional training for the travel agencies at the countryside,--to organize advertising campaigns for trips and holidays spent in guest houses and farm houses,--to promote rural tourism in the international market due to participation in fairs and exhibitionsANTREC succeeded to involve a great number of members (about 2000) and to run tourism activities appreciated in the domestic market and abroad. TheEUROGITES Catalogue is a yearly catalogue where are included the most representative agro-tourism farms and in the European rural tourism network. Beside France, Germany, Belgium, Ireland, etc., could be seen traditional houses from the Rucar-Bran Pass, Maramures, Bucovina, Praid, and the Danube Delta.The lodging structure for rural tourism has two main specific forms:--rural pensions, with a maxim of 10 rooms and 30 places--agro-tourism pensions, being part of the inhabitants' farm and having the production capacity to provide 30% of the ingredients for meal and food Furthermore we analyze the development of rural tourism in Romania based on the number of rural pensions and their capacity. First of all we used for this issue, statistical date about the number of rural tourism boarding houses, which it is considered an important indicator of the development of this sector.It is obviously that the rural tourism became an important alternative form of tourism in Romania. From a ponder of 2% in 1996 rural tourism boarding houses represent in 2004 more then 22%. The increasing demand for rural tourism positively influenced the interest of entrepreneurs and managers for this type of business.To this favourable evolution contributes also the legislation launched by the government from 1996 to 1999, having as main objective to support this kind of business. For example an important action applied in 1997 was focused on: priority to allocation of land, priority to install telecommunications infrastructure, free technical assistance, free advertising in informational supports edited by Tourism Ministry, no taxes for ten years (Bran F.1997). Even if these facilities were suspended in 1999, the trend has been constantly the same.We were interested also to analyze the evolution of capacity of these types of accommodation in the same period of time. Using statistical data about the number of places offered by rural pensions, this evolution is presented in the figure 1. The annual average growth is 31%, higher then the annual average growth of the units' number, due to the fact that the development of rural tourism concentrated on the intensive and sustainable increasing strategies. It can be observed that in 2003 was registered an increasing of the capacity more then double, 51%, which correspond also to the peak of units' number growth. Analyzing the capacity per units resulted that in general a rural tourism boarding house offers an average of 10 places, which means a settlement with an average of 5 rooms. Like we stated before this result means the accommodations offer are at small-scale.Due to the small-scale of the settlement also the number of accommodations in rural pensions is insignificant comparing with the total number of accommodations, just 1.7%. The evolution of tourists arrivals reflects that the number of foreign tourists which choose rural tourism for their accommodation increasing each year, with an annual average of 28%. This means a continuous increasing interest for the Romanian rural tourism. In general the number of staying overnight in rural pensions, which is approximately 2.7 nights, remained constant without significant differences between internal and foreign tourists. Because of that the indicator of net using tourist accommodation capacity for rural pensions is lower, about 14.6%, comparing with hotel's one of 40%.Despite of the global development of the Romanian rural tourism, in the last years could be identified a regional disparity. In order to evaluate the disparities development of rural tourism in Romania we made an analysis on the number of units accommodation in rural areas spread on region bases. We take into account the 8 regions of development, created by the National Agency for Regional Development in order to promote a better and an appropriate development of each part of the country. Based on the results we concluded that three region are known for rural tourism and also have the potential to be promoted into the international tourism market. These are Centre (44%), North-West (13.4%) and North-East (12.3%) regions. Also the most important flows of tourists within rural tourism are recorded there.These regions accumulated an important economical capital in the last years and significant internal and international investments. Other regions and settlements having a high rural tourism potential remain in an uncertainly position on the tourists market because of the weak developed territorial infrastructure, the absence or weak development of the tourist arrangements or due to a weak and unorganized marketing activity.In the international tourism market until now Romania could not developed a competitive tourist products. Comparing with the neighbour countries based on the foreign tourist arrivals in 2005, Romania came in the 5th position, after Poland, Hungary, Croatia and Czech Republic. It is interesting to remark that 95% from the foreign tourists came from European countries. In the top of the European Union countries which represent the lager tourism market for Romania could be identified: Germany with a market share of 13.49%, Italy with 12.63%, France having a rise of the market share to 8% and United Kingdom at about 5.6% market share.The most important issues related to the capacity of Romanian tourism in the international market in the last 6 years are the growth trend of the foreign tourists' arrivals and the high rate of increasing foreigners in the rural tourism, the annual average is around 34%. In this context we make a correlation between this trend and the results of a set of studies done by our tourism ministry in order to analyse the international potential market. Based on them we concluded that in general in the European market there is a high interest for the following areas from Romania: Transylvania coming first for the medieval cities and ancient castles; Bucovina is in the second position, being interest for the painted monasteries and traditional artefacts; Maramures was in the 3rd position due to the rural tourism and cultural heritage In conclusion we can say that the Romanian tourism image in the international market starting to be identifiable and related with the elements of cultural, eco and rural tourism. In this circumstances we appreciate that the promotion strategy in European market should be concentrated on these elements, highlighting the areas connected.3. POTENTIAL DEVELOPMENT OF RURAL TOURISM IN MARAMURESMaramures is located in north-north western Romania. The historic Maramures region is less than 500 square km. To the south lie the volcanic ranges of Oas, Gutai and Tibles. The Rodna range guards Maramures eastern border. To the northeast rises the wild and unexplored range of the Maramures Mountains. The northern border of Maramures and Romania is the Tisa River.The historical Maramures is the most fitted region for ecotourism and rural tourism due to its beautiful mountain regions combined with the villages situated along the four valleys--Mara, Cosau, Iza and Viseu. Maramures is in the 3rd position on the national hierarchy taking into account the number of rural pensions and in the 4th position based on rural tourists units in general.In the historical Maramures the natural beauties motivate the tourist looking for camping and ecotourism to go up in the mountains. Tourists looking just for rural tourism are entering an interesting world of Maramures villages where history, traditions, the art and music are present in the every day life of the local people.A culture of wood workers and craftsmen was born and lives to this day. This work could be seen in its wooden churches carved since 14th century. These churches are today a main tourist attraction. Known throughout the world, these churches represent a unique element of wooden architecture on the Europeancontinent. Also immense wooden gate marks the entrance to the individual Maramures homestead. In the past, the dimension of the gate suggested the family status in the community and the idea is still present today. Various objects of wood are used in every house from simplest wooden spoons and yarn spindles to wooden bottles or gourds used at the weddings. As guests in the Maramures houses, tourists can see how blankets and rugs are weaved from thick wool and are decorated with traditional models.Other points of interest for tourists in Maramures are the traditions. These traditions are connected with the main religious events, but also tourists can see more common customs like weddings and christenings. In Maramures the traditions are present all around the year. For all the celebrations, the traditional costumes are worn. Every village has its own particular models and colour for costumes. During the celebrations also the music is present, the main 'artist' being the village fiddlers and their special instruments generating particular tunes. Of course, the music is a little bit different from village to village.Maramures region has an important contribution to attract more foreign tourists to Romania. In 2005 registered an approximate rapport of one foreign tourist to 3 internal tourists (32%), higher then the regional average which is 28.2%. Analyzing the evolution of tourist arrivals in Maramures resulted that the ponder of accommodation in rural pensions represent 5% from the total tourist arrivals in the county, higher in comparison with the national ponder of 3.4%.To develop tourism in a region, are needed to be developed products and services, marketing and promotion. Rural development plans often contain a wide range of aims and measures. For determining the possible strategic alternatives needed for Maramures area in the process of attracting foreign tourists we use SWOT matrix. Knowing that the first step in strategic planning is situational analysis, we try to combine external opportunities and internal strengths and external treats and internal weaknesses identified in the table bellow:4. CONCLUSIONSHistorical Maramures region has a great potential for rural tourism and the other forms of tourism like natural tourism, agro tourism and cultural tourism and there are enough natural resources, traditions and customs combined with the hospitality of local people. The steps to follow for a sustainable form of tourism in Maramures could be:> a better understanding about the common features of ecotourism and rural tourism and how these influence the tourist products and how these products could be promoted in connection with agro tourism, natural tourism and cultural tourism;> to improve the access to financing sources for these forms of tourism; Maramures is not suitable for mass-tourism because this could have a negative impact on the environment; due to this, the lodging capacities should not be larger than 10 rooms for a pension or an agricultural farm. The Romanian banks consider these businesses to have a very high risk and were reluctant to lend money for these activities--due mainly to the lack of information about the supply and demand in this area. The financing resources used in tourism sector remains under 10% from the total internal resources available.> a better distribution of information about the financing sources offered for rural development (including rural tourism) by the European Community through PHARE, SAPARD, RICOP and ISPA programs.an improvement of the educational and training process for those who are or want to be involved in the rural tourism activities. The training was welcomed and considered to be useful for those interested in rural tourism activities. The quality improvement for the accommodation capacities, especially in rural areas. the quality mentioned above must be completed with the Romanian people capacity to communicate in foreign languages; in Maramures, from the total agro-tourist pensions presented by Antrec, in 38%> only Romanian language is spoken and in 33% only one foreign language is spoken (mainly French).> another important component to attract tourists are to diversity the leisure activities; these are barely mentioned by the prints; Maramures can offer a wide range of activities to spend an exciting holiday from natural tourism and eco-tourism to cultural and theme tourism, opening a window toward every day life, with its celebrations and customs.译文罗马尼亚乡村旅游发展的个案研究：以马拉暮莱斯为例资料来源: 国际商业研究杂志.2007（7）作者：安迪纳·尼古拉斯，丝玛然德·科斯玛和玛瑞斯波特摘要许多国家认为旅游是促进国家经济切实可持续发展的一个行业。