Dynamic Cooperation Mechanism In Shandong Tourism Industry

Tourism is a new industry, with high degree of correlation. In order to achieve sustainabletourism development, we must adhere to the "big tourism, big market, big industry" developmentstrategy, attaches great importance to the tourism industry cooperation. Tourism cooperation isrefers to the area within the scope of different tourist economic subjects. On the basis of certainarticles of association, agreement or contract, tourism subjects reconfiguration or combinationthe resources inside the industry chain, in order to get the biggest economic benefit, socialbenefit and ecological benefit of tourism economic activity. In both international and domestictourism market, tourism development in Shandong province was rapid, Shandong tourismrevenue reached450billion yuan in2012and518.4billion yuan in2013, the tourism industryhas become a pillar industry of Shandong. As the domestic tourism industry market competitionis increasingly fierce, the competition main body was from a single enterprise competitionextending to the whole tourism industry value chain, and, the competition from price competitionto value in the mode of competition.In this study, we summarized the tourism industry and its related dynamic cooperationmechanism. Based on the theory of the cooperation, the industrial cluster theory and scaleeconomic theory on the relevant theories of the tourism industry dynamic cooperationmechanism, we analyzed the basic model of the dynamic mechanism of cooperation among thegovernment, tourism enterprises, industry associations and consumers. In order tofundamentally solve the current tourism industry "selfishness" and vicious competition betweenenterprises, low external positive effect and a series of problems, we must build the marketeconomy background, and government should gradually realize from the current transition to amarket-oriented between for-profit tourism enterprises. This is mainly embodied in the broadparticipation in the travel industry association, organization, coordination, service society,which should meet the demand of tourism enterprises to the interests of all parties and benefitsharing, mutual trust, mutual benefit, win-win cooperation and dynamic cooperationmechanisms.The tourism industry in Shandong province present situation and problems of cooperation, the development of tourism industry policy, the main body status and existing problems wereanalyzed and summarized. The overall goal of the construction of the tourism industry dynamiccooperation mechanism and the construction process should follow the basic principles wereproposed. Based on American scholar Michael porter’s value chain model, according to thecharacteristics of the tourism industry in Shandong province, the "government-enterprise-tourists" value maximization, the principle of the sustainable development of tourism industry,the relevant enterprises and departments to establish cooperation and information sharing, thebenefits and risk sharing alliance partnership, to improve the operation level of the value chain,thus providing and create more value for the tourists travel products and services, improve thecompetitiveness of the tourism industry and the sustainable development ability.Based on the value chain integration, puts forward the basic route of Shandong tourismindustry dynamic cooperation. In the process of the development of tourism industrycooperation, the five aspects of cooperation: background, guarantee, impetus, power source andfoundation, cannot be ignored. Five aspects interact with each other, to jointly promote regionaltourism cooperation. And in the end, the countermeasures of Shandong tourism industrydynamic cooperation mechanism were put forward from eight aspects of the marketenvironment, facilities and product development, marketing, sales channels and human resourcedevelopment, government regulation, market supervision, association of coordination andintegration.