A Study On The Interest Conflict And Coordination Of Stakeholder In Wulingyuan Scenic Spot: From The Perspective Of Ecotourism

In the field of ecotourism，the origin of Stakeholder Model dates back to thechange of protection concept in1960s. Kenya is the first country that applied the"Stakeholder Model" theory to solving the relationship issues among the CentralGovernment，the protection of the local government and the local communities indistributing interest. In the end of1980s, along with the development of ecotourism, thetheory of Stakeholder Model has been widely used in the area of Southeast Asia andother areas; furthermore, other stakeholders relative to the ecotourism were alsoincluded in the development of ecotourism. Guiding the Tourist destinationmanagement department pay attention to the interest demands of the stakeholders, andbalancing their conflict of interest, the "Stakeholder Model" theory undertakes the muchwider social obligation and responsibility beyond economic goals. Thus, in order toachieve a most comprehensive cooperation and promote the sustainable development ofecotourism in scenic spots, how to balance the interest demands of the stakeholders,resolve their conflict of interest and improve their relations by applying the theory ofStakeholder Model to ecotourism, become the vital research points at home and abroad.The Zhangjiajie Wulingyuan scenic spot, located in the northwest Hunan, is rich intourism resources. However, the specific characteristics of Wulingyuan scenic spotdetermine that several stakeholders must be related to its tourism exploitation andmanagement. This paper, based on the theory of stakeholder mode, analyzes the interestdemands of the key stakeholders of Wulingyuan scenic spot in the development ofecotourism, discovering their difference in interest demands and their conflicts ininterests, which will provide some guidance on the management of achieving thesustainable development of scenic spots.This paper divides into five parts: The first part of this article expatiates on thebackground and significance of the proposed thesis topic, literature review, anddefinitions of concepts, theoretical basis, technical line, research methodology andinnovations. The second part, from the perspective of ecotourism theory, analyzes thesuperiority of developing ecotourism, protecting situation and ecotourism stakeholdermapping of Wulingyuan scenic spot. The third part, through questionary, analyzes thekey interest demands of Wulingyuan scenic spot by the method of descriptive statistic.The key stakeholders’ conflict of interest and the causes of conflict of interest arediscussed in the fourth part. The fifth part is the countermeasure study of balancing thekey stakeholders of Wulingyuan ecotourism, with the hope of improving themanagement idea and management mode, and finally realizing the sustainabledevelopment of ecological tourism. The last part is the conclusion and prospects whichsums up the relative conclusion of this research and prospects for further research.