乡村旅游利益相关者利益位阶测度及平衡分析

Interest Rank Measurement and Balance Analysis on Rural Tourism's Stakeholders

以利益相关者对乡村旅游的影响力、被影响力、投入、收益为利益衡量指标,构建利益相关者利益位阶表,对乡村旅游利益相关者的利益位阶进行测度,并对其利益关系进行平衡分析。结果发现:乡村旅游投资者既是对乡村旅游影响最大的利益相关者,又是在乡村旅游发展中投入和收益最大的利益相关者。乡村旅游利益相关者在影响力和被影响力两个指标上不平衡程度较高,综合利益关系不平衡程度严重。乡村旅游在利益相关者之间发生利益冲突时,应先保证乡村旅游投资者、开发商、旅游企业、旅游地社区与居民等利益相关者的利益;提高乡村旅游地居民对乡村旅游的影响力,降低政府对乡村旅游的影响力。

In order to alleviate the conflicts of interest among rural tourism stakeholders, we should protect the social benefits of all stakeholders as much as possible and maintain a balance between those benefits to help those stakeholders minimize the losses. This paper created an interest rank table based on the measure index, the stakeholders＇ influence, robustness, investment and revenue, to analyze the interest rank and balance the interest relationship. Through the analysis of interest balance, we could promote the reasonable optimization of the stakeholders＇ interests on the basis of the coexistence and compatibility. This paper found that the tourism investors made the largest investment in rural tourism while tourists made the smallest one. And rural tourism investors benefit was the most while the rural tourist destination management councils benefit was the least. The interest rela- tionships between stakeholders were imbalanced in terms of the index of influence and robustness. The degree of comprehensive interest of stakeholders of rural tourism was seriously imbalanced. As a result, when faced with interest conflicts between the stakeholders, we should give priorities to the in- terests of rural tourism investors, developers, rural tourism enterprises, rural tourist destination communities and residents. And then we should take in- to consideration of the interests of the relevant enterprises and the employees, the rural tourism management committee and the local businessmen. There was a serious imbalance of the comprehensive interests between the residents in the rural areas, tourists and the governments and organizations of township and its upper level. Thus, we should lead and encourage the tourists to make a positive impact on the rural tourism and increase the influ- ence of local residents on rural tourism while reducing the influence of government and other stakeholders.