Social Responsibility Of Rural Tourism Corporate And The Construction Of Evaluation System

In the backdrop of "comprehensively building a harmonious society", commitment of social responsibility of rural tourism corporate has become a significant problem. Active and effective commitment of social responsibility plays a vital role in constructing a harmonious society comprehensively and building new socialistic countryside, and effectively solving the problems about Agriculture, Rural areas and Peasantry. However, there is few in-depth study of commitment of rural tourism corporate social responsibility whether in academia or industry at present. Most of the studies are confined to the functions and benefits that the development of rural tourism brings, while ignoring the problem of taking social responsibilities for that industry.This paper analyzes the problem of commitment of social responsibility in rural tourism corporate on the basis of summarizing the former research of corporate social responsibility. It comes to the conclusion that rural tourism corporate are under dereliction of duties in the social responsibility for employees, government, tourist, environment and culture. The root of these problem mainly focus on five aspects which are society transformation and changes in the concept, unenlightened business conception, distempered government functions, weak effectiveness of public opinions, and lack of industry standards. It also analyzes the four important factors which impact the commitment of social responsibility of rural tourism corporate, national policy, the rural tourism corporate themselves, stakeholders, and the properties of rural tourism. Using the existent stakeholder theory and the evaluation criteria of corporate social responsibility as reference, this paper discusses the three kinds of stakeholders of the core, the edge and the rest and tentatively constructs an evaluation system of social responsibility for rural tourism corporate, which includes 41 indexes. Using the methods of Expert Interviews and Analytic Hierarchy Process (AHP), this paper determines the indexes and their weight of the evaluation system of rural tourism corporate and analyzes the rationality and significance of the system, taking the Zhuge Bagua Village as a typical example. On the basis of questionnaire surveys and empirical studies of typical cases of rural tourism corporate, this paper validates the rationality, practicability, and maneuverability of the evaluation system of social responsibility for rural tourism corporate. Through in-depth research of rural tourism corporate social responsibility and innovative using of stakeholder theory, this paper builds up the evaluation system of social responsibility for rural tourism corporate. This research can not only strengthen social supervision through the evaluation criteria, but also standardize the behaviors of corporate and extend its life cycle. What's more, the system is useful for optimizing the development of industries and promoting the harmonious process of society.