A Study On The Operating Model Of Ancient-village Tourism Based On Different Parties Of Interest

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.