On The Scenic Area Management - A The Hechuan Diaoyucheng As An Example

With the development of tourism, since the Opening and Reform, scenic and historic interest areas, also called scenic areas, have gradually formed into a new industry in China-"industry of scenic areas". As one of the important factors in driving tourists to travel, it is one of the important component parts of tourism system. It is also a key element of tourist products, a key factor of tourism, and even a key link in the chain of tourism. However, the development of scenic and historic interest areas seriously lags behind that of hotels and travel services. Its development level is not suited to the fast development and expansion of the whole tourism industry. The present condition of scenic and historic interest areas has become the weakest link in the chain of tourism. It must be solved as a focal point. Therefore, the management and administration of scenic and historic interest areas has become a critical problem of the development of tourism, and a focus of research in the academic circles as well. And the major problems in the study into the management of scenic and historic interest areas are the managerial system and operating mechanism. Naturally, it has become an important question for study to explore a suitable operating model, establish a perfect managerial system, which contributes to both the protection and the sustainable development of scenic and historic interest areas, and set up an effective operating mechanism and supervising system.In this essay, the author, having national scenic and historic interest areas as an object of study, and taking the scenic spot of Diaoyu Castle in Hechuan as an example, explores the managerial and operating model, the development strategies, and the countermeasures and suggestion for the sustainable development of scenic areas. It is of practical or immediate significance for the tourist exploitation and the management of Diaoyu Castle, as well as in promoting the development of local economy.Starting with the value and functions of scenic and historic interest areas, the author of this essay discusses the key elements of the management of scenic areas on the basis of modem management theory, then takes Diaoyu Castle as an example and makes a thorough study on its values, present condition of tourist exploitation, management system, operating model, problems in daily management and administration, marketing, its managerial achievements and contributions to local economy. Finally, the author discusses matters on the sustainable development of scenic and historic interest areas based on the theory of sustainable development, and points out that the management of scenic areas must take the way of sustainable development For the realization of the sustainable development of the management of scenic and historic interest areas, a united managerial system, a market-directed operating model under the united managerial system, and an effective supervising system should be established and carried out.