Study On Integrated Rural Tourism Based On Takeholders

As a new tourism form, rural tourism is developing rapidly all over the country currently. According to the statistical data, the total accommodation in 2006 is more than 500 million, achieving an income of more than 30 billion. Correspondingly, there are more than 20 thousands villages brought in development, and more than 6000 thousand agricultural people attain to affluence. In many countries, rural tourism is considered as an effective means of preventing the agriculture depression and to increase the rural village’s income. In Europe, it has been confirmed to promote local economy significantly, becoming the effective and driving force for rural village development, once namly“the salving rural village tourism”. Not only in developed countries, but also in other regions especially in less developed countries, tourism can indeed to become an effective and driving force for development, and it has been fully reflected in China reform and development process. Rural tourism has become new force, mode and method, appearing as one most complete, typical and internal form.Although rural tourism owns a strong momentum of development, unsustainable problems are emerging in the rural tourism development practice, such as issues of product homogeneity and low quality, tragedy of the public land, community empowerment, non-localization, profit distribution, economic leakage and so on. They specifically lie in degradation of ecological and humanities, contradictions and conflict within and outside the community. The current state tells us that, troubles of social, economic and ecological issues led by rural tourism should be solved by new thought, management and tools.On this background, the developing laws and management strategies of integrated rural tourism (IRT) are discussed in this paper with the rural tourist destination as research object and the IRT as theoretical guidance. To realize multi-dimension including society, economy, culture and environment sustainable developing target of the rural tourist destination, the interaction relationship is established between the rural tourism and the local social economy, natural culture and environmental resources, the interests demand of diversity stakeholders is considered at the same time, and finally realize win-win of the stakeholders and comprehensive sustainable development in the rural tourism destination. In this paper, the domestic and oversea research status and the relative theory are reviewed firstly, and the development of IRT is further comprehensively studied to promote the development of rural tourism definition in the main line of stakeholders.First, this paper discusses the effect of enterprise networking and institutional networking of rural tourism stakeholders on the development of IRT under the analysis of instruction, interest conflict and main features of the rural tourism stakeholders. The enterprise of rural tourism is the basic unit in deciding the distribution and combination on the resources, activities and production, its development can promote the complementarity of the resources and activities, then the complementarity promotes the realization of IRT development. The rural tourism institutional networking promotes or prevents the development of rural tourism through policies and programs, commercial support, quality control, sales promotion and marketing management, and the structure of rural tourism institution on the development of rural tourism is different: promoting joint development of rural enterprise needs transverse institutions and entering into market needs cooperation of longitudinal institutions.Second, this paper presents a kind of interest coordination system and method of IRT. The IRT interest coordination needs to realize the coordination of stakeholders, on the one hand, and must to achieve the coordination of the sustainable development of community economy, society, culture and ecology, on the other. This study put forward the coordination system, and also confirms that the decision support system is an advanced science method on coordinating the relation of stakeholders when deciding the development strategy and management policies.Third, a new method is building to characterize the degree of IRT. This method takes seven major subjects of IRT, covering society, economy, culture and ecology development of rural tourism as the main indexes of measure, and six clusters of stakeholders as the research objects. Through clustering statistics and sub-index statistics to the seven indexes, this can evaluate the effect of the different benefit clusters to the development of IRT and all stakeholders to the different index, and finally provides a direction of improving the different cluster and index on the IRT and a fundamental basis to coordinate the benefit of different stakeholders. This paper assesses three rural tourism degree of IRT in Guanzhon region in Shannxi Province, and illustrates the advantages and disadvantages of this method and how to guide to improve IRT in rural tourism.Finally, the development of stakeholder network is not balanced in each direction through the actual developing progress of IRT, we can not expect network is equal in each direction, therefore the IRT development presents diversification. With analysis of cases, this paper summarizes and classifies the IRT development path in China at the basis of extension of rural tourism stakeholder network, and analyzes and evaluates the applicability of development path. The choices of the IRT development strategy path not only depends on itself resource and development condition, it is also affected by the possibility to obtain the cooperation resource from outside and the relative policies and supports of the government. This research is expected to provide inspiration and help for the choice of the IRT development strategy path in our country.