The Research Of Stakeholders Management Of Religious Tourist Scenic Areas

Religious tourism, as a kind of experiencing activity with the core of religious culture, is an important research content. After the Second World War, environmental problems brought by the tourism development are valued increasingly. With the thorough study and practice of community tourism, ecological tourism and sustainable tourism theory, stakeholders’management theory based on sustainable development theory has been increasingly applied to tourism research field. And research of tourism development from the view of stakeholders has been recognized by many scholars. In the development of religious tourism scenic areas, there exist many problems of benefit distribution, resources protection and development, such as the conflicts between tourism development and protection of religious authenticity. All these problems can be explained by the fact that there exists difference among stakeholders benefit and balance force. Therefore, a complete and effective management system is needed most on the problem of stakeholder management in religious tourist scenic areas. However, related study on religious tourism lags behind the practice. As the early research is mainly about the forms of benefit distribution and conflicts, not on how to resolve these conflicts and balance the difference in the deep facet, which is the problem of stakeholder management. What’s more, study of religious tourism is different from the study of average tourism. It involves more stakeholders, more classification and more complicated management. Therefore, research of stakeholder management of religious tourist areas is very meaningful both in theory and in reality. The paper defines the religious tourist scenic areas at the first, and elaborates the overall situation of religious tourism development and religious tourist scenic areas in China. Then it takes Mountain Jiuhua as an example, introduces the basic situation of Mountain Jiuhua and Ksitigarbha. Using the Expert Evaluation Method, the paper defines the core stakeholders of Mountain Jiuhua, including management committee, tourists, temples, residents or business households and tourist enterprises. Based on the core stakeholders’definition, it analyzes the benefit difference and unbalance of the balance power among core stakeholders with the tool of Descriptive Statistics and Matching T Test Sample. The benefit difference mainly includes four aspects:conflicts between Buddhism pilgrims and worshipers, and tourists; between management committee and temples; between management committee and residents or business households; between management committee and tourist enterprises. On the problem of stakeholders’balance force, force of management committee and tourist enterprises are much greater, while the one of tourists and temples are relatively smaller. Then it may lead to the benefit damage of tourists and temples in the progress of benefit game. It also creates negative influence to the Buddhism culture, natural and community environment of the scenic areas, which is bad to sustainable development of Mountain Jiuhua. At the last, this paper analyzes the common goal of these stakeholders, which is to build Mountain Jiuhua to be a world Buddhism tourist resort and to realize its sustainable development. Based on the basic principles of stakeholder’s management, it puts forward many management measures from the perspective of separation of powers, with the hope of giving some help to Mountain Jiuhua’s tourism development and reference to other religious tourist areas, so as to realize the religious tourism resource protection and sustainable tourism development.