基于利益主体视角的长三角区域旅游合作研究

On the RTC in the Yangtze River Delta from the Perspective of Stakeholders

中国旅游业已经逐步从独立市场和以满足简单的旅游观光需求为目的的初级阶段,进入到区域资源整合、协作开发市场、品牌运作和以满足观光与休闲需求为特征的高级阶段。根据多维细分法和米切尔评分法相关理论对长三角区域合作的利益主体进行有效界定,从利益主体角度对长三角区域旅游合作模式进行研究,通过建立区域旅游合作的利益主体简化模型,分析长三角区域旅游的合作历程及现状,在此基础上,从利益主体角度提出深度合作发展的对策。

Chinese tourism has gradually developed from its primary stage, which features an inde- pendent market and takes as its goal the satisfaction of the mere purpose of sightseeing, into the more advanced stage the features of which include the integration of regional tourism resources, coopera- tion-based marketing, building up quality tourism brands and the satisfaction of sightseeing and rec- reation. In the light of the Mitchell Score and Multi-dimensional segmentation, the study defines the stakeholders in the Regional Tourism Cooperation （RTC） in Yangtze River Delta, analyzes the devel- opment and current situation of the cooperation, establishes a simplified stakeholder-oriented model of RTC and makes some suggestions as for the further cooperation.