Based On The Theory Of Stakeholders Sichuan Ancient Town Tourism Management Mode Research

In recent years, with the rising voice of "out of the city into the countryside, back to nature", the market demand of ancient towns gradually became strong. Sichuan ancient towns in developing tourism involved many different types of stakeholders, which effected the town’s tourism development. How to balance the stakeholder’s demand is the key problem in the town. Therefore, in this dissertation the main focus will explore business management mode of tourism development in Sichuan ancient towns from the perspective of stakeholders. The main expectations of this study is to provide a reference and theoretical guidance to the development of town tourism in Sichuan.Firstly, the study will use experts scoring methodology to define the core stakeholders of Sichuan ancient towns, namely:tourism enterprises, residents and local governments. Secondly, next part will be combined with the status of tourism development of the Sichuan ancient towns, and summarize the two kinds of tourism management modes which are currently being used in Sichuan ancient towns:government-led management mode and business-oriented management mode, and have a depth study in these two modes of management system and operating mechanism. Meanwhile, this disseratation will analyse the application environments of these two modes according to the development situation of the ancient towns. Finally, the last section will give following recommendations to Sichuan tourism management model based on influencing factors:Government-led management model is mainly used in the start-up period of the ancient towns. At the embryonic stage, the ancient towns are difficult to attract investment because of the special nature of long period recovery of tourism investment, low value of investment resources, particularly, difficult to collect fees of tickets and less return point. Moreover, lack of tourism facilities and high risks of investment could also result in almost no investors interested in exploitation or have low-interest in development.Enterprise oriented management mode is mainly used in the development period of the town. At the developing period, the tourist market is gradually growing, furthermore, the residents have a high motivation. Then the towns possess the necessary infrastructure in developing tourism, which provides a good invest environment. Meanwhile, because of limited financial resources the local governments and increasing investment costs with town’s development, the local governments have not suitable to continue to act the role of the main operator. Therefore, the study suggests using the business-oriented management mode at this stage. Tourism enterprises anticipate in the development of town’s tourism under the government’s strict supervision and control.