摘 要
为迎接和适应全球服务经济浪潮，我国的现代服务业特别是旅游服务产业亟待提质升级。为了求解现阶段我国旅游服务业健康发展的有效模式，结合我国旅游服务业现状，我们提出要用标准化的方法和手段，大力推行旅游服务标准化，对实际和潜在的旅游服务问题做出统一规定，供共同使用和重复使用，以期在旅游服务领域内获得最佳秩序和最佳效益。事实证明，推行旅游服务标准化是社会普遍认同和接受的能够有效提高旅游服务质量、树立旅游服务品牌、获取良好收益的良好路径。尤其是在全球化背景下，标准化更是现代旅游服务业绕不过的弯。
近几年，我国以标准化战略为指导，以服务标准化为突破，在推行旅游服务标准化中以旅游服务标准化示范市、示范区、示范景点、示范企业、示范项目等为抓手，从中取得一些成绩，也积累了一些经验。但整体而言，我们旅游服务标准化工作还处于初级阶段，一些基础理论和工作模式尚待研究，最突出的论题就是在推行旅游服务标准化中如何处理政府与企业的关系，如何对其正确角色定位、发挥各自的作用等。基于此，本研究以旅游服务标准化为研究领域，以政府、企业这对参与主体为聚焦对象，借助文献研究、对比研究和实证研究方法，运用政府公共管理、公共产品提供等理论，试图厘清政府与企业在旅游服务标准化这项特定活动中的角色定位和作用发挥。
本研究从标准化相关基本概念和内容出发，分析标准和标准化的本质属性，提出标准化具有准公共物品属性，在标准化活动中存在着明显的市场失灵，这为政府干预旅游服务标准化提供了理论依据。随后介绍分析了我国旅游服务标准化的开展状况及存在的问题，并通过研究对比国外旅游服务标准化模式和引入张家界市旅游服务标准化实证情况，认为我国长期沿革的政府主导标准化以及旅游服务标准化模式，已经不能适应标准化发展趋势和现代旅游服务业发展方向。最后从全球化和信息化角度，主张政府与企业在我国旅游服务标准化工作中，应该科学分工，准确定位，利用自身优势充分发挥各自作用。
通过研究，本文提出政府应主要从宏观管理和安全保障等方面加强作为，而企业应该担当旅游服务标准化真正主体，构建政府宏观管理下市场驱动旅游服务标准化新模式。以此为结论，以期对我国旅游服务标准化的顺利有效开展提供理论支撑及方向。
关键词：旅游标准化 政府 企业 作用
Abstract
To meet and adapt to global service economy, China's modern service wave of tourist service industry urgently need to mention especially pledge to upgrade. In order to solve the healthy development of tourism services at present in China, in combination with an effective mode of tourism services the status quo, we propose to use standardization methods and means, vigorously promote standardization of tourist service, the actual and potential tourist service problems made unified regulation, for the common use and reuse in tourism service fields in order to get the best order and the best results. Facts have proved, promote tourism services standardization is widespread recognition and acceptable can effectively improve the tourism service quality, establish tourist service brand, obtain good yields good path. Especially in the context of globalization, standardization of modern tourism services is around but bend.
In recent years, guided by standardization strategy in China, in order to service standards into a breakthrough, with the implementation of tourism services standardization in tourism services standardization ShiFanShi, demonstration area, demonstration attractions, demonstration enterprises, demonstrative project as handholds, obtain some result, also has accumulated some experience. But on the whole, our tourism services standardization work is still in its infancy and some basic theory and the work mode, the most prominent stand-to research topics in promoting tourism services standardization is how to deal with the relationship between government and enterprises, how to its role orientation, play to their respective roles as well. Based on this, this study tourism service standards into research fields, to participate in government and enterprise this subject, with the help of the literature research focus objects, comparative research and empirical research method, using the government's public management, public products provide theory, tries to depict the government and enterprises in the tourism service standard the specific activities of the role and play function.
This study from standardization related basic concept and content, the author analyzes the essential attribute of standards and standardization, put forward with quasi-public goods attribute standardization on standardized activity, there exist obvious market failure, for government intervention in the tourism services standardization provides theory basis. Subsequent analysis of China's tourism services standardization development situation and existing problems, and travel services abroad study compared with the standard model zhangjiajie tourism services standardization, think our empirical long-term evolution of government leading standardization and tourism service standard pattern, already can not adapt to the standardization and the development trend of modern tourism service industry development direction. Last stand in globalization and informatization of Angle, claims the government and enterprises in China's tourism services standardization work, should be scientific division, accurate positioning, use of their own advantages fully play its proper role.
Through the study, puts forward the government should mainly from the macro management and security actively, and the enterprise should bear as a tourist service standardization real constructing government macro management main body, the market driven tourism services standardization new model. For this conclusion, the time to our country tourism services standardization smoothly provide theoretical support and effective development direction.
Key words：TourismStandardization Government Enterprise Effect
