标准化的模型与方法——经由旅游标准化实践的理论建构

The Models and Methods of Standardization:Constructing Theories through Case Studies of Tourism Standard Reasoning and Certification

文章从旅游标准化实践中的标准失效、标准优劣判定难等现象切入,选取旅游标准化作归纳研究对象,对标准化的一般方法与模型进行理论建构。提出标准化需要遵循规范的程序,应用适用的模型,实施前需要施行定性的同质性判别步骤,以确定标准化对象以及标准化价值,在此基础上,根据标准化的对象特质和目标,确定使用可拆分对象的"分解式"标准化模型还是"围栏式"多维复合目标的标准化模型(两个模型间互斥),以达到标准化的有效性。

As an important part of the discipline of standardization, the standardization of tourism concerns factors including products, services and standardization of processes. Characterized by comprehensiveness and diversity, it is also an especially complex part of standardization. Theoretical research on the standardization of tourism directly targets and provides theoretical reconciliation for the philosophic proposition ＂contradiction between diversity and monotonousness＂ in the discipline of standardization. Thus, it is conducive to the construction of theoretical basis for standardization of complex objects and the development and improvement of basic theories on standardization. Generally, there are fewer academic studies over the standardization of tourism, of which countermeasure- based, applicability and case-based ones prevail as a result of technical and applied orientation of the discipline of standardization. As the applied value of the standardization of tourism has revealed itself, however, more researchers have diverted their interest to the exploration into basic theories in the standardization of tourism, trying to get a complete picture about its process and models. As a result, its research has entered a phase of conscious application from a spontaneous one. In the practice of standardization of tourism in China, major problems have emerged in the two respects as follows. The first is the effectiveness of standards and the other is their value. In reality, invalidity of standards and difficulties in judging their merits and faults have been common in such practices. These problems have been closely associated with basic theories in the discipline of standardization because the solution to the dilemmas related to end use requires the clarification of the theoretical basis. We think the value of standards needs to be dealt with by methods of homogeneity of standardization and their effectiveness needs to be addressed by models applicable to standards. These homogeneity methods and selection of models are basic theories in the discipline of standards, and general laws summarized from cases in respect of the standardization of tourism can be universally applicable to the practice of standardization. This paper sums up general methods and models concerning standardization by sorting out standards on tourism and their certification processes in more than twenty years. In addition, it also generalizes and sums up the ＂homogenization of objects＂ processes in these standards so that it obtains the general model concerning homogenization of objects. The merit of homogenized processing lies in defining the nature of objects of standardization and identifying their value for standardization. Based on this, according to the traits and objectives of objects involved in standardization, it is determined whether to apply the ＂dividable＂ model of standardization to separable objects or to apply the ＂fence-like＂ model of standardization to multi-dimensional and compound targets （the two models are in mutual exclusion）. In such a way, the effectiveness of standardization has been realized.