茶文化旅游外文文献翻译

文献出处：Jolliffe L, Aslam M S M. Tea heritage tourism: evidence from Sri Lanka [J]. Journal of Heritage Tourism, 2009, 4(4): 331-344.

原文

Tea heritage tourism: evidence from Sri Lanka

Lee Jolliffe and Mohamed S.M. Aslam

Abstract

Within the context of heritage tourism this article examines the supply components for the tea-related tourism in the tea-producing country of Sri Lanka, formerly Ceylon. The tourism context in Sri Lanka is assessed and despite impediments to tourism development some evidence is provided of an early stage of development of tea heritage tourism in the country. The benefits of this form of tourism to the Sri Lankan tea economy are explored and barriers and threats to its development are reviewed. This is mainly based on qualitative field studies of tea accommodations, tea factory access and tea centre operations in the tea-producing hill country of Sri Lanka. From this investigation of the tea-related tourism in Sri Lanka, themes for further research on the demand for this type of tourism are identified.

Keywords: Sri Lanka tourism; tea tourism; tea heritage; tea plantations; tea factories

Introduction

There is increased interest in the value of heritage to tourism, from the demand side in terms of the importance of heritage to the motivations of tourists (Nyaupane, White, & Budruk, 2006) and on the supply side (Smith, 2003) creating interpretations and representations of heritage and related experiences for visitors. Apostolakis (2003) examined how these demand and supply aspects of heritage converge in heritage tourism to incorporate aspects of authenticity. Dutta, Banerjee and Husain (2007) identify the utilization of heritage resources as visitor

attraction sites as an important trend in the expanding demand for heritage tourism.

This phenomena of heritage tourism is recognized as complex and contextually determined (Timothy & Boyd, 2003) as well as diverse, illustrated by Smith (2003) as including different subsets, including heritage tourism, arts tourism, creative tourism, urban cultural tourism, rural cultural tourism, indigenous cultural tourism and popular cultural tourism. Heritage tourism in rural areas includes: village, farm or agro-tourism; ecomuseums; cultural landscapes; national parks; and culinary trails (Smith, 2003, p. 37). Such tourism can be a development tool for rural areas (MacDonald & Jolliffe, 2003) where a focus on agri-tourism or heritage tourism can be implemented as a form of development. In rural areas, tourism development is generally acknowledged to require community participation (MacDonald & Jolliffe, 2003). However, in some developing country situations, this participation may be hindered by operational, structural or cultural participation constraints (Dutta et al., 2007). Nonetheless, linkages with agriculture and food tourism strategies (Hall, Mitchell, & Sharples, 2003) have been acknowledged as forms of tourism development in these situations.

Tourism in Sri Lanka

Sri Lanka, formerly Ceylon, is a small island (65,610 square miles) in the Indian Ocean off the southeastern coast of India, 880 km north of the equator. Occupying a strategic position in ancient sea routes for centuries travellers have been attracted to the natural and cultural resources of this tropical island. The country experiences a variety of climates and weather conditions throughout the year with 14–27°C temperatures from the hill country to low lands and southwest monsoon and northeast monsoon rains from May to July and December to January respectively (Encyclopedia Britannica, 2004). There have been a number of threats to the growth of tourism in Sri Lanka, notably from recurring civil conflict and the 2004 Asian tsunami. For many years tourism thus has not been able to flourish (SriLanka Tourism Development Authority, 2007). Cochrane indicates ‘no other destination has been beset by such a range of long-lasting and serious crises as Sri Lanka’. In addition, contemporary tourism development issues

for Sri Lanka include conservation and preservation, diversification and diversion, benefits and costs, construction and destruction, as well as forward and backward linkages, as tourism linkages are pervasive within the relatively diversified economy (Cochrane, 2008, p. 79).

Although recognized as a tool of socio-economic development, tourism here could not effectively contribute to sustainable development due to poor policy planning and mismanagement (Aslam, 2004; Bandara, 2003) particularly within agriculture. After the establishment of the Tourism Master Plan in 1992 (United Nations Development Programme (UNDP) & World Trade Organization, 1993) the policies and behaviour of the industry started to move towards sustainable development, which stimulates and improves the living standards of the people, while preserving and conserving the natural fragile and manmade resources. Economic-oriented policy and behaviour of destinations or hosts led the industry to decline in growth as it could only increase the number of clients with more costs and less benefits. SriLanka thus lacks balanced and diversified tourism growth (Aslam, 2004; Cochrane, 2008). In addition, the country suffers from seasonality in terms of the flow of overseas tourists to the country (Bandara,2003).

Methods

A research strategy for this paper was adopted after exploratory site visits by the authors to some tea-related accommodations, retail outlets and factories in several tea-producing regions in Sri Lanka, in 2007; undertaken expressly for participant observation and compilation of initial field notes. This participant observation method is acknowledged to be useful when exploring a subject in a general sense to determine the context and the range of factors affecting it (Jauncey, 1999). After these initial field investigations, the researchers recognized that the hill country where much of Sri Lanka's tea is produced would be a rich data source for this research.

After it was determined that it would be useful to assess the supply of tourism related to tea a semi-structured and informal interview technique

(Jennings, 2005) was adopted. Survey guides were prepared to guide data collection related to tea character accommodations, tea factories and emerging tea-focused related business operations referred generically as tea centres. This research data documenting resources were collected during the first six months of 2008. Parallel to this information collection, a background literature review was undertaken, in particular to collect the contextual information needed for the subsequent examination of the research data on the supply for the tea-focused tourism.

The study information presented here thus culminates from an interpretative qualitative research approach (Wood, 1999) that provides for a layering of data, allowing for a comparative supply side approach. Using a qualitative approach (Henderson, 2008), the authors were able to collect and collate the data on supply while assessing potential developments and directions for the future of tea-focused tourism in Sri Lanka.

Comparison of tea tourism supply components

Together the tea character accommodations, the tea factory visits and the retail tea centres ensure the supply of facilities and locations for further the tea-related tourism with potential for bundling of individual supply components into products through partnerships, acknowledged as a common practice in heritage tourism (McKercher & du Cros, 2002). Individually, all the tea character accommodations operate within the tea country milieu providing different levels of services for visitors. Some accommodations are more developed in terms of the services provided linking up with tour operators and or providing their own tours of the surrounding tea countryside. The role of heritage is critical to the tea heritage accommodations, both the heritage of the natural environment of tea estates and gardens and the built heritage of the accommodations that are now converted for tourism. However, a limitation of these heritage forms is that they are mostly held by the private sector with no guarantee of ongoing preservation and maintenance as tourism supply (Graham, Ashworth, & Tunbridge, 2000).

A few factories are open for visitation on a regular basis, while others are only

accessible by appointment, and only a few have integrated other services such as retail facilities for tasting tea, consuming tea and factory gate purchases. This indicates that visitor facilities need to be improved in order for the producing tea factories to fully participate in tourism related to tea. For the individual tourist visiting the region the factories are promoted on an ad hoc basis, by individual tourist guides, tourist authorities and accommodations. Since a significant number of factories exist there is potential for developing a tea factory trail or route, adding to the tea heritage tourism product mix (Hudson,2005) for such tourism. As Cheng (1999) demonstrated in the case of Hong Kong, such a trail could appeal to local tourists seeking an aspect of their own culture and to foreign tourists seeking to experience the culture of the east.

Some tea centres provide a more integrated experience, including retail tea, factory tastings, tea-related restaurant services and accommodation than do others. The tea centre managers were able to identify barriers to the development of tourism related to tea and expressed definite ideas about future development. This indicates willingness on the part of these managers, should they be able to overcome the identified barriers to development (Table 6), to more fully participate in developing tea heritage tourism.

Discussion and conclusion

Is there potential for tea heritage tourism in Sri Lanka's tea-producing hill country? This article has inventoried the supply offerings and has confirmed the existence of tea tourism, albeit on a small scale and as a niche form of tourism. This tourism is supported by a dedicated room stock of tea character accommodation and by a series of tea centres, open to the public, that sell tea and offer associated services, including tea tastings, tea restaurant services and the sale of tea-related souvenirs. From the investigation of offerings for tea tourism in the hill country, it is possible to observe an evolution of offerings that draws from the tea heritage resources of the region. First, tea heritage accommodations have been established by converting heritage buildings formerly associated with tea plantation

culture. Second, retail tea businesses (tea centres) where visitors can purchase and consume tea and related items have developed for the most part in tea heritage settings, for example overlooking tea gardens or adjacent to tea factories. Third, as the interest and trade in tea tourism grows, a few dedicated tea centres are being established, within the region and at the gateway points to the region.

Tea heritage tourism could add significant value for the tea and tourism industries in Sri Lanka. It has the potential to contribute to restoring, preserving and conserving the historical buildings, monuments, plantations, culture and traditions related to tea. Tourism could enable the tea industry to rejuvenate and to enhance the livelihood of tea communities. Tea tourism as a product offering fits in with the history, heritage and natural environment of the tea-producing hill country. What tourism operators here cannot control is the external factors of security and access (for example, due to cost of fuel). They are subject to the centralized marketing of tourism, one which must market all assets and regions of the country, and cannot single out any particular area's product offering. Nonetheless, there is potential for operators to band together to cooperatively market the hill country as a tea heritage destination.

That tea heritage tourism exists in Sri Lanka's tea-producing hill country as a form of heritage tourism is evidenced by the diversification of tea-related businesses. As a tea tourism destination the area has all of the destination elements including prime attractors, built environment, supporting supply services and socio-cultural dimensions (Lumsdon, 1997). The destination is attracting tourists who are taking advantage of tea-related facilities. It seems those involved in the tea trade here are for the most part willing to further develop this segment of tourism as they recognize the benefits of adding value to their tea production through offering tea-related tourism services and products. In most cases producers are willing to accommodate the curiosity of the visitors through tea sales, tea tastings and visits to tea gardens and factories. Geographically, clusters of tea-related tourism businesses (accommodations and tea centres) for example at Kandy and Nuwara Eliya are

forming to supply tea-related tourism. Further tea tourism sector development in Sri Lanka will depend to some extent on external factors such as the perceived security and safety of the destination and visitor arrivals. At the time of revising this paper (May, 2009) there is optimism about this development and the potential for its integration into rural development due to the official end of the ongoing civil war. It is a good sign that supply components for the authentic tea-focused tourism products and experiences are abundant and many entities in Sri Lanka support this form of tourism.

Evidence of tea heritage tourism in Sri Lanka provides lessons for tea-producing areas contemplating the development of tea-related tourism. It is necessary to make use of existing tea heritage in developing the supply components for tourists to stay in tea-producing regions and to have available complementary activities that will increase the length of stay. Future research in Sri Lanka, that could be applicable to other regions, might delve further into the characteristics and motivations of tea tourists for visiting tea-producing regions. This type of information would be useful in developing strategies for developing and marketing tea heritage tourism in Sri Lanka and at other tea-producing locations.

译文

茶文化遗产旅游:来自斯里兰卡的实证研究

利乔利夫与穆罕默德S.M. 阿斯拉姆

摘要

在文化遗产旅游的背景下，本文研究了产茶国斯里兰卡（原锡兰）茶文化旅游的相关供应内容。我们评估了斯里兰卡的旅游环境,尽管本国茶文化遗产旅游发展的早期阶段为阻碍旅游业发展提供了一些证据。对斯里兰卡茶经济发展来说，这种旅游形式的好处在于我们从中总结出了其发展的障碍和威胁。这主要是基于对斯里兰卡产茶山地的茶住宿、茶工厂访问和茶中心运营情况的定性的实地

考察。关于斯里兰卡茶文化相关旅游的研究调查,为进一步研究旅游需求类型提供了依据。

关键词:斯里兰卡旅游;茶旅游;茶文化遗产;茶园；茶工厂

引言

研究文化遗产旅游的价值,从需求方面来讲即游客文化遗产旅游动机的重要性(Nyaupane,怀特,& Budruk,2006),从供应方面来讲(史密斯,2003)，包括为文化遗产创建相关解说与为游客提供旅游体验。Apostolakis(2003)研究了如何将这些文化遗产的需求和供应方面汇聚于文化遗产旅游中，并吸收其真实性。杜塔，班纳吉和侯赛因(2007)认为，旅游景点网站是文化遗产资源的利用，其已成为扩大对文化遗产旅游需求的一个重要趋势。

文化遗产旅游被公认为是复杂的和决定的(蒂莫西&博伊德,2003)，并且是多种多样的,史密斯(2003)认为，它包括不同的子集,包括文化遗产旅游、艺术旅游、创意旅游、城市文化旅游、文化旅游、乡村本土文化旅游和流行文化旅游。遗产文化旅游在农村地区包括:村庄、农场或农业旅游;生态博物馆,文化景观;国家公园;烹饪轨迹(史密斯,2003年,p . 37)。这样的农村旅游可以看作是农村地区的一个开发工具(麦克唐纳& 乔利夫,2003)，其对农业旅游、遗产文化旅游的关注可以作为一种实现发展的形式。在农村地区,人们普遍认为，旅游业的发展需要社区的共同参与(麦克唐纳& 乔利夫,2003)。然而,在一些发展中国家,这种参与可能会被运营、结构或文化参与的约束所阻碍 (杜塔et al .,2007)。尽管如此,农业和饮食旅游策略的结合(大厅,米切尔& Sharples,2003)被认为这些国家旅游发展的一种形式。

斯里兰卡的旅游业

斯里兰卡，以前的锡兰是一个小岛(65610平方英里)在印度洋的印度东南海岸,赤道以北880公里的地方。几个世纪以来，在古代海上航线占据战略地位，这个热带岛屿的自然和文化资源吸引了众多旅客的到来。这个国家经一年四季的气候和天气条件变化多端，温度从山地到低地相差14-27°C，西南季风和东北季风降雨从5月到7月和12月至1月差异较大(《大英百科全书》,2004)。（完整译文请到百度文库）斯里兰卡旅游业的发展存在许多威胁,尤其是反复出现的