旅游服务贸易外文文献翻译2013年3000多字

文献出处：Bobirca A, Cristureanu C. The international competitiveness of trade in tourism services: Evidence from Romania [J] Advances in Tourism Economics. Physica-Verlag HD, 2013: 189-202.

原文

The International Competitiveness of Trade in Tourism Services:

Evidence from Romania

Ana Bobirca and Cristiana Cristureanu

1 Introduction

Tourism is the only service activity that can potentially provide trading opportunities for all nations, regardless of their level of development. However, it is also a sector where there is clearly an uneven distribution of bene ts that is largely dependant on countries’ ability to strengthen their performance in the global economy, which in turn requires improving their competitiveness.

Since the beginning of the 1990s, Romania has experienced major changes in its tourism exports volume, growth rate and structure. These disparate punctuations have all in uenced the relative competitive position of Romania on the international tourism market and have been associated with changes in its tourism trade balance. In the same time, the new and more heterogeneous European architecture has induced signi cant changes in Romania’s regional tourism competitiveness.

Against this background, the paper attempts to suggest a framework for assessing the international competitiveness of Romania’s tourism services trade, by focusing on the relationship between competitiveness and tourism trade performance.

To this end, the rst part starts by introducing the concept of international competitiveness and by presenting, evaluating and systematizing key issues of the complex analysis on international competitiveness. The paper subsequently considers the relationship between export performance and international competitiveness, as well as its relevance for international tourism. The second part includes a macro overview of the tourism sector, focusing spherically on its importance to the econ omy. The third part of the paper sets out in detail the framework for calculating the proposed measures of competitiveness and shows the importance of the methodological approach in interpreting the information provided by these indicators. It also illustrates the recent performance of Romanian tourism, based on an integrated measure of international trade competitiveness. The paper concludes by explaining the competitive position of Romania on the European tourism market and by identifying

research issues that require further study.

2 Perspectives on International Competitiveness – The Relationship Between Export Performance and International Competitiveness and its Relevance for International Tourism

The concept of international competitiveness, although controversial and elusive, has gained acceptance and continues to attract the attention of both academics and policymakers worldwide.

Most measures of international competitiveness that have so far been considered were undertaken at the economy-wide level (Garelli 2003) and generally refer to the ability of a country to produce goods and services that meet the test of international markets, while simultaneously maintaining and expanding the real income of its citizens (European Commission 2007).

Because competitiveness ultimately depends upon rms in a country competing successfully on the domestic and international markets, attention has focused on competitiveness at the rm level (Porter 1990), where it is generally understood to refer to ―. . . the ability of the rm to retain and, better still, enlarge its global market share, increase its pro ts and expand‖ (Clark and Guy 1998, OECD 1993).

According to traditional economic theory, a rm can gain competitive advanage through comparative cost of production by, for example, reducing labor cost. However, recent research suggests that non-price factors are equally important determinants of competitiveness. The range of non-price factors is diverse and includes human resource endowment, such as skills; technical factors, such as research and development capabilities and the ability to innovate; managerial and organization factors, both internal to the rm and externally organized through relationships with other bodies, customers, suppliers, public and private research institutes, and other rms (Clark and Guy 1998, Fagerberg 1986). Together, these factors determine the ability of the rm to compete successfully in international markets, on the background of changing technological, economic, and social environments. Export performance and the ability of the rm to maintain its market share remain the ultimate indicators of international competitiveness.

Consequently, although widely proclaimed, the theoretical bases of international competitiveness as it relates to national economies and their international trade have been less analyzed in academic literature. Thus, the nature, bene ts and constraints on a nation of being internationally competitive remain ambiguous (Coldwell 2000, Krugman 1994, 1996).

International competitiveness, within the context of trade in goods and services, refers to a nation securing and maintaining a trade advantage vis-à-vis the rest of the world. International competitiveness is advanced whenever the economic welfare of a nation is enhanced through an increase in the ow of trade or through an alteration in the conditions of trade starting from a presumed initial equilibrium (Coldwell 2000). Trade theory asserts that economic welfare is dependent on the production of goods and services that a country has comparative advantage in. This, in effect, means

that international competitiveness is secured when production is in line with a country’s comparative advantage situation. If countries perform well internationally and compete successfully for export markets, this could be a sign of their sound international competitiveness.

Therefore, at the international level, competitiveness can be de ned as the ability of an economy to attract the demand for its exports and the investment to supply that demand, all within social norms that result in an improved standard of living for its citizens. This, in turn, depends on the macro and microeconomic policies, regulations and institutions that affect the productivity of the economy’s factors of production and the costs of doing business.

A review of available literature and empirical evidences supports the notion that international competitiveness can be explained, to some extent, by a country’s ability to export (Dollar and Wolff 1993, Fagerberg et al. 2004). There is, in fact, a self-recurring relationship between export performance and international competitiveness. Exports are the rst level of international competitiveness affirmation. The improvement in export performance leads to an increase in a country’s competitiveness. This effect is a result of enterprises’ skills, knowledge, propensity to innovate and use new technology, ability to exploit technological opportunities in a successfully commercial way, etc.

On the other hand, in striving to achieve successful exports in highly competitive global markets, a country is forced to improve its competitiveness. The more competitive a country is, the more economically powerful it is. Consequently, it is more capable to compete on the global market, to attract people with higher level of knowledge, skills, to buy new technologies, etc., and to improve its export performance, as well as to achieve better export results. This can, in turn, favor additional innovations and trigger an improvement in its competitiveness.

Consequently, export performance and competitiveness should not be considered in isolation, since they are mutually interdependent.

However, competitiveness should not be equated only with a country’s ability to export. The evolution of export market shares is also an important element of trade competitiveness, while the latter is just a component of a nation’s competitiveness de ned by the European Declaration of Lisbon as the capacity to improve and raise the standard of living of its habitants by providing more and higher quality employment, and a greater social cohesion. The gains or losses of world market shares by individual countries are often considered as an index of their trade competitiveness. However, market share growth depends also on structural factors. Due to changes in demand, a country’s geographical and sect oral specialization at the beginning of a period is an important factor shaping future market share growth. Similarly, the country’s ability to adapt its exports to such changes will also affect the nal outcome. Furthermore, the concept of international competitiveness in tourism services also encompasses qualitative factors, that are difficult to quantify; the quality of services involved, the degree of specialization, the capacity for technological innovation, the quality of human resources (Rubalcaba and Cuadrado 2001) are factors that may in uence a country’s tourism trade performance favorably. Likewise, high rates of

productivity growth are often sought as a way of strengthening competitiveness. But it is not necessarily the case that favorable structural factors of this sort will give rise to increased sales on foreign markets. They may, instead, show up as improving terms of trade brought about through exchange-rate appreciation, while leaving export performance broadly unchanged. It is for this reason, as well as because these factors are hard to measure in quantitative terms, that consideration here is con ned to a more speci c and integrated method for determining Romania’s relative competitive position in international tourism.

3 An Overview of Romania’s International Trade in Tourism Services

3.1 Key Facts

Romania’s Travel and Tourism Economy1 currently shows a return to positive territory, following negative results posted during the early years of economic transition, with an optimistic outlook for growth over the next ten years, much stronger than that of the EU.

With a 4.8% contribution of tourism to GDP, Romania ranks the 162nd among 174 countries, being currently among the lower-tier, tourism-intensive countries of the region and the world. However, Romania’s prospects for tourism sector growth are better than for most of its neighbors and competitors within the regional and world ranking, i.e. 6.7% contribution to GDP over the next 10 years and 12th position, respectively (World Travel and Tourism Council 2007).

Romania’s Travel and Tourism Industry2 contributed 1.9% to GDP in 2006, rising to 2.5% of total GDP by 2016, while in the European Union, the Travel and Tourism Industry posted a GDP contribution of 3.9% in 2006 (World Travel and Tourism Council 2007).

While the Travel and Tourism Economy accounts for 8.7% of global employment, Romania’s Travel and Tourism Economy employment was estimated at 485,000 jobs in 2006, representing 5.8% of total employment, or one in every 17.4 jobs. The current 265,000 Travel and Tourism Industry jobs account for 3.1% of total employment, as compared with 4.2% of total employment in the European Union (8.6 million jobs) (World Travel and Tourism Council 2007).

Travel and Tourism represented, in the European Union, 13.0% of total exports in 2006. In Romania, exports make up a very important share of Travel and Tourism’s contribution to GDP. Out of the total Romanian exports, Travel and Tourism represented 5.2% (1.2 billion Euros) in 2004, with a prospect to increase, in nominal terms, to 1.8 billion Euros (4.6% of total) by 2016 (World Travel and Tourism Council 2007).

The vast majority of international arrivals in Romania are from Europe. Since 2000, some 95% of visitors every year have been intra-regional. Out of these, a growing number – 75% according to 2004 gures – represent arrivals from the ve countries with which Romania shares a border: Ukraine, Moldavia, Bulgaria, Hungary, Serbia and Montenegro.

3.2 Major Findings

The analysis shows that, while still lagging behind the developed economies, the trend

towards a service-oriented society is observable for Romania. This is also re ected by the increasing proportion of GDP attributable to tourism services and the growing share of employment in the tourism services sector.

Although the overall tourism balance of Romania is positive, EU represents a net exporter of tourism services to Romania (the tourism balance is negative, with a worsening de cit from 2005 to 2006); still, the propensity to trade with EU partners is stronger in this eld, re ecting a higher degree of integration into the EU tourism services market (EUROSTAT 2003, 2004, 2005, 2006).

While Romania’s Travel and Tourism is growing in terms of international visitors, the country’s tourism receipts have been lagging considerably behind neighborin countries. In 2004, Romania registered some 38% of those registered by Bulgaria, approximately 12% of those registered by Hungary and the Czech Republic and a mere 7% of Croatia’s receipts. This re ects the fact that many of Romania’s visitors do not stay overnight or spend anything while they are in the country, an important weakness to address for any tourism plan going forward (EUROSTAT 2003, 2004, 20058, 2006).

– Within EU-15 countries, Romania’s largest markets are Germany, Italy, France, Austria and the UK. Worryingly, arrivals from all of the EU-15 countries showed negative growth in 2004. This can be attributed in part to the accession of ten new countries to the EU and related incentives for visitors to these countries, such as low-cost airlines.

– Growth in 2004 was driven by Hungary, which showed a 69% increase in arrivals in Romania. Outside Europe, Romania’s main international markets are the USA, which has shown steady growth since 2000, to 111,000 arrivals in 2004, as American tourists have started to be aware of the fact that Romania is more than a ―Dracula‖ destination; and Israel, although the Israeli market has remained stagnant in recent years. Tourists from China are also expected to increase in the future, as Romania received approved destination status in June 2004 (EUROSTAT 2003, 2004, 2005, 2006).

Analysis of accommodation gures shows that a large number of these visitors do not stay in registered facilities and either reside with friends or relatives, or do not overnight in Romania. Thus, it is difficult to quantify their impact on the economy. – The majority of international arrivals to Romania are by road, again mirroring the large proportion of the country’s visitors from bordering countries. However, arrivals by air have also seen a healthy rise over the past ve years, with increased frequency of scheduled services and some charters operating in regional airports.

As Romania is forced to liberalize its aviation industry as a consequence of EU accession, air transport is set to rise dramatically in the near future. Arrivals by rail are decreasing at almost the same rate that air arrivals are increasing, as air travel becomes cheaper and more accessible.

4 Methods for Assessing the International Competitiveness of Trade in Tourism Services

4.1 The Research Method

For the speci c assessment of the international competitiveness of trade in tourism

services, the underlying methodological approach undertaken in this study is based on the idea that the economy with an improving degree of competitiveness in tourism services is the one able to enhance the size of its tourism services exports to a certain market. Similarly, the economy with a declining degree of competitiveness is the one that increases the size of its tourism services imports coming from other countries. The greater or smaller degree of competitiveness a country (or sector) has shows the nature and degree of participation it has – through its exports – in the imports carried out by the analyzed market, i.e., a country improves its competitiveness in the way that the other country increases its imports coming from the former one (Mandeng 1991).

In addition, the process of inserting a country in the international economy is related not only to its exporting progresses, but also to the behavior and actions of other competitors. The model is adapted from De la Guardia, Molero, and Valadez (De la Guardia et al. 2004) that introduced the aspect of the dynamic nature of markets and implemented through their work an ex—post assessment of services

competitiveness, by providing a descriptive reference on the changes produced in the competitiveness level and specialization degree, in international trade. The commercial advantage is revealed through the evolution of tourism exports which re ects improvements in competitiveness, and through the evolution of tourism imports that re ects a worsening of the commercial advantage.

(1). Based on the aforesaid, the changes in the international tourism services trade competitiveness are measured through the analysis of different variables: 1. the rst variable is the market share or participation in the market, and measures the portion of the market that is supplied by a certain country or the tourism sector of this country;

(2). the second variable used is the export structure of the analyzed country. This variable re ects the relative weight of the tourism sector in the total exports of that country;

(3) nally, by means of the import structure of the market, the degree of dynamism that the tourism sector has in the analyzed import market can be determined.

Through the combination of the aforementioned variables, three ―tourism competitiveness matrices‖ (see Table 12.1) are constructed, that allow for the description of Romania’s international tourism trade development pro le.

The Market Share Competitiveness Matrix illustrates the fact that a country’s tourism exports can be classi ed according to their international competitiveness starting from the behavior of the country’s market share in tourism exports and the evolution of the world tourism services imports over time.

In effect, the world market share held by each country in tourism services exports can increase or diminish throughout time; such modi cations take place in the same time with the increase or decline that tourism imports register in international trade. This allows for the classi cation of a country’s tourism exports as performing, missed opportunities, declining and retreating.

Tourism services are performing when a country enhances its market share in tourism, in circumstances in which this activity has an increasing importance in world-wide trade.

Tourism services are missed opportunities when a country is losing market share, while international trade in the sector is enhancing.

Declining are those tourism services in which the exporting country increases its market share, while the international market is shrinking.

Finally, we de ne the situation of tourism services as retreating when this economic activity, besides losing market share, registers a decline of dynamism in international trade.

The competitiveness matrix of the export structure is obtained relating the behavior of a country’s tourism services export structure with the tourism services import dynamism of the international market.

This matrix shows how the adjustments of the export structure can take place in the same direction or in the opposite direction with respect to the changes in world imports structure. The different segments of services exports, including tourism, can be classi ed, from the point of view of their international competitiveness, through the changes that take place in the services export structure of the country and the world services imports structure throughout time.

Combining these two variables, tourism, as a services exporting sector can be classi ed as performing, missed opportunity, declining and retreating, with the equivalent meaning mentioned before.

Finally, tourism exports can also be classi ed from the point of view of their international competitiveness throughout time, when the degree of trade specialization of each country and the evolution of the world imports are simultaneously analyzed. The specialization index is de ned as the relative participation that an exporting sector of a country has in world trade.3

Similarly, tourism, as an exporting sector can be classi ed as performing, missed opportunity, declining and retreating, with an identical interpretation to the ones previously indicated.

Our aim here is to adapt and apply the model developed by De la Guardia, Molero, and Valadez in order to assess the international competitiveness of tourism services, using information related to the current situation of the EU-25 countries and to that of Romania, based on the statistical information available.

Balance of payments transactions for tourism services are less easy to link to actual tourism services provision than is the case for goods; some tourism activities may be difficult to disentangle from goods or capital transactions. Countries have developed unique national methods for assembling the data: some have tended to rely more on statistical surveys and others have relied more on central banks’ administrative systems. Even so, there has been and still remains considerable variation in data collection methods. To compound the picture, methods of collection have changed considerably over time.

Despite these troubles, we believe that the forthcoming descriptive analysis could bring some highlights on international competitiveness and the factors determining the commercial position in tourism services trade.

The sample data is drawn from UNCTAD-IMF-BOP Statistics on Trade in Services by sector and country (OECD 2003, 2004, 2005, 2006, UNCTAD 2003,

2004, 2005, 2006), a data-set which covers exports (credits) and imports (debits) of three main services categories: transportation, tourism and travel and other commercial services, according to the concepts and dentitions’ of the IMF Balance of Payments Manual with a focus on tourism services. Data-set comprises the 25 EU countries, Romania and the world (178 countries) and covers a yearly time period comprising 2003, 2004, 2005 and 2006.

4.2 The Research Results

4.2.1 The Indicators

The evolution of the market share shows the penetration ability of tourism as a services exporting sector of each country in the international economy.

The data reveal that, for the analyzed period, the EU-25 economies were among the main world suppliers of tourism services, since they maintained an overall participation next to 45% of the world supply in tourism exports. Altogether, the group constituted by these countries slightly diminished the held proportions of the world quota in tourism services (–0.68% growth rate).

From the perspective of individual countries, the economies that registered an increase of their quotas in the world market of tourism services were, in order, those of Poland, Estonia, Lithuania, UK and Luxemburg.

By contrast, especially signi cant are the results registered by countries like Hungary, Finland and Spain, which decreased their market share in tourism.

Romania’s market share in tourism services exports declined at both world level (Romania – world) and in relation to EU-25 countries (Romania – EU-25), but the decrease in the latter case was more severe (20.85%, as opposed to 4.65%). Also, the reduction in Romania’s market share on the EU-25 market was much higher then the overall European market retreat.

Through the analysis of the export structure we can appreciate the importance that export of services has as currency provider for the EU-25 economies and Romania.

Data show that, in relation to the examined services sectors, the exports of tourism services represent about 27% of the overall services exports in the EU-25 countries and about 28% at world level, meaning that, compared to the world export structure, the EU-25 countries exhibit a similar pattern, with a slight negative deviation for tourism services.

In the analyzed period, most of the countries registered minor decreases in their currency entry through exports of tourism services. The countries that opposed this trend were Poland, Estonia, Malta, Germany, UK.

In Romania, tourism services represent about 14% of the overall services exports, which is below the world and European average (27–28%).The evolution is similar with that signaled above, meaning that the structure of Romania’s exports is altered in the detriment of tourism services, that are decreasing both in relation to the world and to the EU-25 countries, but with a much higher amplitude in the latter case (27.85%, as compared to 6.14%).

译文

罗马尼亚的旅游服务贸易的国际竞争力

安娜；克瑞斯缇娜

1 引言

对所有国家来说，旅游业都可以为本国提供交易机会，这也是唯一可能的服务活动。然而,它也是一个有着明显的收益分布明显不均匀的活动，有的国家旅游旅游贸易收入高，有的则相对较低，对于这些国家来说，都需要提供其旅游贸易的国际竞争力。

自上世纪90年代初以来,罗马尼亚的旅游出口总量、增长速度和结构等都经历了重大的变化。这些变化影响了罗马尼亚在国际旅游市场上的相对竞争地位,已改变了旅游贸易的平衡。与此同时，新的以及更多元化的罗马尼亚的欧式建筑都吸引了大批的游客，引起了罗马尼亚的区域旅游竞争力的显著变化。

在此背景下，本文试图提出一个框架，以竞争力和旅游贸易表现之间的关系为重点，来评估罗马尼亚的旅游服务贸易的国际竞争力。

为此，文章第一部分开始引入国际竞争力的概念和提出、评价复杂的国际竞争力分析的关键问题，并将之分类。接着文章考虑了出口业绩和国际竞争力，以及其相关的国际旅游。第二部分包括一个旅游部门的宏观概述，特别注重其对经济的重要性。本文的第三部分详细列明计算竞争力的建议措施的框架，并表明在解释这些指标提供的信息的方式方法的重要性。也说明了在一个综合衡量国际贸易竞争力的基础上，罗马尼亚旅游业的近期发展。文章最后解释了罗马尼亚在欧洲旅游市场上的竞争地位，并确定了需要进一步研究的问题。

2国际竞争力视角：出口业绩和国际竞争力之间的关系及其与国际旅游业的相关性

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