A Study On The Rural Tourism Management Model In Shanghai Suburbs Based On The Principal Perspective

The18th CPC National Congress Report puts forward to promote the building of ecological civilization, strives to build a beautiful China, this points out the direction for the tourism development. After30years of development, rural tourism has become an important part of tourism industry in our country. According to the National Tourism Administration’s estimates, by2015, the number of reception of rural tourism will reach770million people. Large development of rural tourism, on the one hand is due to the release of its self-development of space; on the other hand is related to the innovation of management model.Although rural tourism management model can be studied from different perspectives, but the subjects of rural tourism are relatively stable, they are farmers, cooperatives, tourism enterprises, governments, tourists and other major stakeholders. Therefore, the research on rural tourism management model should start from these subjects. These specific contents should include:who is going to dominate, through what way to operate, how the benefit coupling mechanism between the various stakeholders.This article analyzes the relationship between the aspirations and interests of rural tourism major stakeholders to resolve Shanghai rural tourism management model. The conclusion is, Shanghai rural tourism management model has four categories:farmer self-employed model, professional joint model, tourism enterprise investment model, governments support model. The four categories of management model are adapted to the different stages of Shanghai rural tourism development, integrate the tourism industry chain in different degrees, play an important role in industrial structure adjustment, residents’ income improvement and expanding the rural population employment. But there are several problems. These are:some subjects don’t develop normally, tourism enterprises have not become the main subject of rural tourism investment, governments don’t pay attention to planning of rural tourism, the governments’ tourism coordination mechanism is not perfect, so Shanghai rural tourism management must be optimized.Recommendations include:guide the subject specification development, speed up the introduction of private capital participation in rural tourism investment, compile general plans for the development of rural tourism as soon as possible, set up and improve the tourism management coordination mechanism.