Zhouzhuang Tourism Business Perception And Regulation Mechanism

In recent years, with the boom of tourism in Zhouzhuang town, Zhouzhuang town has attracted more and more tourists, which quickens its development in tourism commerce. With such a rapid development, most scholars hold that tourism commerce in Zhouzhuang has been over-commercialized. However, there has never been a systematic study about the different aspects of the town's tourism commerce, such as "the connotation of tourism commerce and tourism commercialization", "the immoderations and their degrees in the town's tourism commerce", "the tourists and its residents perceptions of the town's tourism commerce", and "the establishment of the regulation mechanism of the moderate development of tourism commerce". This thesis, starting with distinguishing "tourism commerce" from"tourism commercialization", and based on the abundant and accurate data of the actual investigations and my personal comprehension, conducts a systematic exploration of the tourism commerce in Zhouzhuang, which aims to provide the moderate development with the theoretical and practical references. This thesis is composed of seven chapters as follows:In Chapter 1, it puts forward the research question of this thesis with the summarization of the domestic and international research on tourism commerce, after distinguishing the basic meaning of "tourism commerce" from"tourism commercialization". In Chapter 2, on the basis of the full and accurate data and the statistic of the actual investigations of the Zhouzhuang Town tourism commerce, it has been discovered that the shops in Zhouzhuang Town, which depend much on their tourist, are in strong relativity with the tourism. Chapter 3, Chapter 4 and Chapter 5 are the cores of this thesis. In Chapter 3 and Chapter 4, the tourists and residents' perceptions of tourism commerce are known through questionnaires, and are carefully analyzed as well. In Chapter 5, some calculation methods are applied to find out the degrees of the mostly immoderate items referred from Chapter 3 and Chapter 4. In Chapter 6, based on the conclusions drawn from the previous chapters, it brings forward the regulation mechanism that can hasten the sustainable development of the tourism commerce. In Chapter 7, conclusions covering the whole thesis are obtained.At present, Limited to the datum and the author's clumsiness of delivery, defects is unavoidable. The author is sincerely looking forward to relevant criticism and advise from experts and scholars in order to achieve new progress .