基于利益相关者理论的张家界旅游发展策略

THE DEVELOPMENT STRATEGIES OF ZHANGJIAJIE'S TOURISM INDUSTRYBASED ON THE STAKEHOLDERS THEORY

对张家界旅游发展各利益相关方进行调查,摸清各方的利益诉求,在此基础上提出:四大利益相关者共同协作,强化社区参与;引进高端旅游规划与管理人才,提高低端从业人员的从业门槛;深度发掘和突出自然资源的本真底色,严格保护自然生态环境;基于可持续发展观调控客流、细分市场、深度开发特色旅游产品;对文化资源和物产资源深加工,提高旅游商品的附加值;以伦理约定和细节标准提升服务水平。

The development of tourist destination should give full consideration to the benefits of the stakeholders.This paper investigates the stakeholders of Zhangjiajie＇s tourism development.Based on the survey,it puts forward the strategies towards developing tourism essence.The strategies are as follows： first,the four stakeholders should cooperate so as to reinforce community involvement;second,more talents on tourism planning and management should be recruited and more qualities should be raised for the low-echelon employees;third,the natural beauty of the tourist resources should be explored and protected;fourth,more attention should be focused on the regulation of the tourists and subdivision of the market based on the sustainable development policy;fifth,it is vital to process the cultural and material resources intensively so as to improve the additional value of the tourist products;last but not least,the level of service should be improved by establishing ethical agreement and detailed standards.