摘 要
2009年12月31日，国务院下发了《国务院关于推进海南国际旅游岛建设发展的若干意见》，批准海南建设国际旅游岛，引起了社会各界的广泛关注。海南作为中国最南端的热带海岛，拥有世界一流的阳光、海水、沙滩、空气和气候，具备优越的自然旅游资源，但同时海南旅游发展中还存在着旅游产品发展水平不一、质量参差不齐、文化特色不鲜明、国际化程度不高等诸多问题，与国际先进水平相比尚有较大差距。建立和实施一套既符合海南特色又符合国际惯例的旅游标准及标准体系，无疑可以对存在的问题起到逐项拾遗补漏的作用。如何在符合国际惯例的前提下，结合当地特点，探索一套为国内外企业和消费者都能认可的旅游标准体系，是本文研究的课题。
旅游标准体系是一个庞大而复杂的系统工程，涉及到标准量化、拆分、体制建设、资源整合等多个方面。本文从海南旅游产业发展的现状入手，介绍了国务院对海南旅游国际化的发展战略定位以及这种战略定位下提出的新要求。目前国际上衡量一个国家或是一个地区旅游产业发展状况主要依据当地每年的旅游人数、旅游收入与支出、旅游者平均逗留时间三项指标。因此，本文侧重从这几个方面来阐明海南旅游业的发展状况及国际化程度。总结出目前海南旅游产业发展存在客源市场国际化程度低、旅游目的地竞争力弱、旅游业的发展不平衡影响居民生活质量以及对自然景观的破坏等几个方面的问题。
通过对我国与海南的旅游标准体系的现状进行深入研究，将海南与马尔代夫这个在国际旅游业界知名度非常高、且与海南拥有类似旅游资源的海岛进行比较，从多个角度分析和总结出旅游标准体系存在的问题，分析了马尔代夫在旅游标准法规方面的建设情况以及可借鉴的经验。最后在分析与经验总结基础上，针对存在的问题、待解决的问题，提出了在建设海南国际旅游岛的过程中需要什么样标准的建议，并构建出完整的旅游标准体系。
关键词：国际旅游岛；旅游标准；体系构建
Abstract
The state council issued on promoting the construction of Hainan international tourism destination’s suggestion， that causes a wide society attention of all sectors on December 31, 2009. As the tropical island located in the southern bordering area of China, Hainan Island have the world-class natural resources, such as sunshine, sea water , sandy beach, fresh air, and worm climate. But many problems such as disparity of development level and unconformity of product quality, lack of specialty cultural features and internationalization are existed in the development of Hainan tourist industry, which has a large distinction with the international level. A set of new standard in conformity with Hainan characteristics and international practice service can be certainly substitute and supplement. A consumer approved tourism service standard system in accordance with international practice premise and combination with the local characteristics for exploration of the domestic and foreign enterprises will research in this paper.
Tourism service standard system is a large and complicated systematic project which involving standard quantization, division, system construction, and resource integration, etc. Firstly, the paper introduce the situation of Hainan tourism industry development, secondly the state council on Hainan tourism international development strategic orientation and a new request under the strategic positioning. Nowadays, the measurement of a country international or a region tourism industry development basis on the three indexes such as annual tourist arrivals, local tourism income and expenditure, and tourist’s average stay time. Therefore, the clarification of recent year’s tourist arrivals, tourism income and expenditure, tourists average stay time of Hainan tourism development status and present degree of internationalization will be analyzed emphasis in this paper. Moreover, the Summary of Hainan tourism industry currently existing market problems of low internationalization development, weak competitiveness of tourist destination, the impact on the quality of life development and influence of natural landscape aspects of destruction from tourism will also interpret in this paper.
The intensive study of present situation of tourist standard system of Hainan and our country by comparison of Maldives’s travel industry with multiple angles .Since Maldives international enjoy a very high world reputation, and Hainan have similar resources of island tourism program development. To summed up the tourism standard system problems and the feasibility from the experienced constructed in Maldives. based on the existing as well as to be resolved problems by taking reference to foreign experience, a standard advice on construction in the process of international tourism and complete tourism service standard system have clarified along with the summary and analysis.
Keywords: International tourism destination; Tourism standard; System construction
