基于利益相关者探析高校“被景点化”——以武汉大学樱花节为例

Research on Colleges Taken as Tourist Attractions from the Perspective of Stakeholders-Take the Cherry Blossom Festival of Wuhan University as an Example

"被景点化"的高校往往具备独特的旅游吸引物,使有文化与精神追求偏好的游客欣然前往。文章以高校成为游客的旅游目的地为切入点,运用利益相关者理论,将武汉大学樱花节为研究个案.探析武汉大学在旅游发展的时代背景下,因"被景点化"而出现诸多问题的缘由,解读其中日益凸显的旅游困境。通过界定武汉大学樱花节利益相关者,通过分析互动关系和利益诉求,将主要利益相关者界定为综合型,关联型,支持型和蛰伏型四种,依据利益相关者诊断分类和相应的责任本质,为武汉大学冲破"被景点化"提供相应策略。

Colleges which are taken as tourist attractions usually have unique tourist attractions attracting visitors who have cultural and spiritual preferences. Based on the point of university becoming a tourist destination, taking Wuhan university＇s Cherry Blossom Festival as a case tihs paper uses stakeholder theory to explore the reasons for various problems during Wuhan university＇s Cherry Blossom Festival on the background of the great development of domestic tourism. Through the analysis of the interactive relations and interests of stakeholders, it divides main stakeholders into four types： synthesizing, relative, supportive, and dormant. According to the diagnostic classification of stakeholders and the nature of the corresponding responsibility, it provides methods of solving the problem of Wuhan university being taken as tourist attractions.