A Research Based On Stakeholder Theory About Rural Tourism Development Model In Sichuan Province

According to statistics, the income of rural tourism in Sichuan Province reached 38.28 billion Yuan in 2009, which accounted for 27.6% of the province's total tourism revenue. In the rapid developing period of rural tourism, the successful model of development plays the role of guidance and coordination which is strategic, forward-looking, scientific, specific and operational for the development of a region rural tourism.Based on the perspective of stakeholder theory, the core stakeholders in rural tourism including rural tourism enterprises, rural residents and local government were analyzed and defined by expert rating. And these three stakeholders'demands and realization of benefits were described.Taking "the theory of the life circle of tourist destinations" as reference, this paper divides the rural tourism development process of same point into three stages as follows: early stage, development stage and maturity stage with each stage corresponding to the role of government was led, guided and coordinated. Furthermore, based on the expert interviews and results of empirical analysis the amount of government investment in each stage will be defined as more than 50%, range from 20% to 50% and less than 20%. Based on this, three major development model were summarized, i.e. the government-led, the owners imported and multi-center governance with each main core of stakeholders of the government; business and government; business, people and government in the development of rural tourism in Sichuan province.The management system, operation mechanism and applicable environment of the three rural tourism development model which includes government-led, the owners imported and multi-center governance was researched. Meanwhile, the main contradiction when adopting this pattern was analyzed using game theory, and some conclusions are obtained as follows:For the use of the issue of cooperation between the Government and the people appeared in the government-led development model of rural tourism, we builded the principal-agent game model with uncertainty and can not be monitored, analyze problems in each stage, and put forward countermeasures as follows:Before development:planning in advance; early development:the protection of the interests of residents, building of the confidence of the residents; development of late:use of incentives to improve efficiency.In the owners imported development model of rural tourism, we adopted complete information static game model to analyze how to make the enterprises improving the investment probability under the premise of the government approved construction and proposed solutions as increasing government supervision to stop the disorderly development of enterprises, relaxing the entry conditions and formulating preferential policies to attract business funding and so on.The use of multi-center governance model of rural tourism development involved dynamic game among government, business and the residents. For the issues of government oversight, enterprises management and participation of people we designed incentive and restraint mechanisms, analyzed and proposed measures of the government encouraging the enterprise to motivate them, the enterprise inciting the residents to improve productivity.