利益主体视角下的古村落旅游经营模式探讨

  本文关键词：利益主体视角下的古村落旅游经营模式探讨，由笔耕文化传播整理发布。

利益主体视角下的古村落旅游经营模式探讨

利益主体视角下的古村落旅游经营模式探讨

古村落旅游作为遗产旅游和乡村文化旅游的一种重要类型,一直被看成是推动古村落文化遗产保护和农村社区发展的有效手段。在新时期,对我国古村落旅游地经营模式进行探索,如何尽可能的考虑利益相关者的诉求,是当前在我国古村落旅游地构建人与自然和谐、人与人之间和谐社会的一个重要命题。因此,从利益相关者角度来探讨中国古村落旅游经营模式是一个兼具现实背景和理论意 义的课题。产权理论、公共物品理论和社区参与理论能够解释古村落旅游开发中的一些重要不足。由于古村落旅游资源的特殊性,在产权界定上边界不清晰,这给古村落文物的保护、旅游资源的市场化经营都造成了困难。古村落旅游开发中存在大量的公共物品,这些公共物品主要由政府来提供、一些可以通过企业来提供、也有一些需要社会各界来共同经营和维护。但是由于政府财政不足、企业缺乏实力和提供公共物品的动力,往往会产生公共物品供给主体缺位。同时古村落旅游资源的非竞争性容易导致过度开发和使用,外部性不足要求规范企业的经营行为并对社区建立合理的补偿机制。社区参与理论强调了古村落社区居民在旅游开发中的重要地位。古村落旅游地的管理体制中涉及到众多的利益相关者,他们共同决定和影响着当地古村落保护和旅游业发展的方向。从旅游开发和经营的角度来看,地方政府、外来企业和当地社区在这些利益相关者中间处于关键地位。这三者在古村落旅游地中的地位、作用和职能各不相同,但是由于当前古村落的旅游经营管理体制并不完善,使这些主体在参与旅游开发过程中的发生角色错位,相互之间矛盾重重。通过寻找各利益主体间共同的目标,建立利益协调机制,处理好三者之间的关系将成为古村落旅游地可持续发展研究的重要方面。在我国古村落旅游景区开发中,一般采用的经营模式有政府投资经营、企业租赁经营、个人承包经营和村民集体经营四种。本文对这四种模式的特点、适用范围和优劣势进行了概括性的评价。在这四种经营模式中,企业租赁经营和村民集体经营两种模式比较常见,安徽的宏村和西递就是这两种模式的典型代表,通过对两地旅游开发历程和近况的比较研究,对这两种模式进行了综合评价。本文提出:由于产权不明晰、利益协调不足、公共物品生产需求和社区参与要求等理由,村民集体经营模式在很多方面相比与其他几种经营模式更具优势,更符合我国现阶段古村落旅游地的实际情况。本文的主要结论有:产权明晰是古村落旅游资源有效保护和合理经营的前提;利益相关者关系协调是古村落旅游地管理和经营中的难点;村民集体经营是现阶段古村落旅游地经营模式的最优选择。

【Abstract】 Ancient-village tourism, as an important type of heritage tourism and rural tourism, is usually seen as effective means to promote the protection of ancient-village cultural heritage and development of rural community. In the new period, discussing on the operating model of ancient-village, and giving consideration to more parties of interest, is an important proposition of building a harmonious society between human and nature, and human themselves in ancient villages of China. Therefore, it’s important issue with both practical background and theoretical significance to discuss the operating model of ancient-village tourism from the perspective of stakeholders.Theories, such as property rights, public goods and community participation can be used to explain some important issues in the development of ancient-village tourism. Since the specialty of ancient-village tourism resource, the border of property rights is not clearly defined, which make the protection of ancient-village heritage and the marketing management of tourism resource more difficult. There are a large number of public goods during the development of ancient-village tourism, which mainly provided by the government, some can be provided by company and some need common operation and maintainment of other sectors of the society. However, because the shortage of financial resources of government, the lack of strength and dynamic of the company to provide the public goods, the supply subject of the public goods is often absent. Meanwhile, the non-competitive of the ancient-village tourism resources easily lead to the excessive development and use of them, external issues require the company to norm their operational behavior and build a reasonable compensation mechanism to the community. Community participation theory emphasize the important status of the community during the development of the ancient-village tourism.The tourism management system of ancient village involves many stakeholders, who jointly determine and influence the local protection of ancient village and the detection of tourism. From perspective of the development and management of tourism, local government, external company and local community are in key position during these stakeholders. Their status, roles and functions in tourism are quiet different, but for the imperfectness of the current tourism management system, those involved usually play wrong roles in the process of tourism development and have full of contradiction between them. Establishing the mechanism for coordination of interests by finding their common target and properly handling the relationship between these subjects will become the important aspects of the sustainable development of ancient-village tourism.When develop the ancient village in our country, there are four operating models usually adopted, which are government investment, corporate leasing, individual contracting and villager collective operation. The paper gives a general assessment to the advantages and disadvantages of these four models. Of these four models, company leasing and villager collective operation are more common, Hong Cun and Xi Di are the typical examples. Through comparing the tourism developing history and status of the two villages, it gives a comprehensive evaluation of the two models. Due to reason , such as the unclear property rights, problem of interest coordination, demand for the public goods production and community participation require, villager collective operation model have more advantages than other models in many aspects, and more consistent with current status in ancient villages.The main conclusions are: defining property rights is the prerequisite of the reasonable protection and effective operating of the ancient-village tourism resource; Interests coordination between stakeholders is the difficulty of the managing and operating ancient-village tourism; Villager collective operation is the best option of all the ancient-village tourism operation at this stage.

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  本文关键词：利益主体视角下的古村落旅游经营模式探讨，，由笔耕文化传播整理发布。