| City is a center of tourism agglomeration and diffusion, and a core basis for the development of modern tourism. For some decades now, urban tourism has a vigorous development and great achievements in China. However, due to the lack of mature research on supply and demand balance of urban tourism, important scientific judgment and theoretical guidance, the imbalance between tourism supply and demand has become a common problem of many cities, which restricts the overall planning and sustainable development of tourism destinations seriously. So how to judge the problem about supply and demand balance of tourism destination scientifically, optimize tourism supply structure reasonably, promote the coordinated development of urban tourism, have been one of important problems needs to be solved in city tourism research in theory and practice.The paper relies on the National Natural Science Foundation of China called "Coupling of Tourist flows and Destination:Factors, Model and Mechanism" (No.41271158), selects inbound tourism as the entry point, the cognitive evaluation of urban tourism stakeholders as the research perspectives, integrates tourism supply and demand research into the same platform, and takes Beijing as an example. Based on the market research that author personally participate in and government authority data, using mathematical analysis, theoretical analysis, in-depth interviews and other research methods to analyze the cognitive evaluation differences among inbound tourists, community residents, tourism employees and government staffs on coordinated development of tourism supply and demand. On the basis of reviewing and analyzing theories, like stakeholder theory, coordination theory, coupling theory, system theory, cognitive theory, and teasing the relevant research and literatures, this paper analyzes the quality of evaluation data, structure and multi-groups cognitive differences of coordination of tourism supply-demand in Beijing, and put forward some suggestions.The main conclusions of this paper are as follows:(1)Build the evaluation system of the coordination between tourism supply and demand. There are three subsystems:tourism attractions (CAS), tourism facilities and services (CFS), tourism support and guarantee (CSG). There are three dimensions in tourism attractions subsystem:landscape attraction (CA), festival attractions (CB), and social cultural environment (CG). There are three dimensions in tourism facilities and services subsystem:service quality (CC), tourist facilities (CD), and city transportation (CE). There are four dimensions in tourism support and guarantee subsystem:natural environment (CF), network and travel information (CH), tourism marketing (CI), tourism security (CJ).(2)Build the coupling coordination model of tourism supply and demand under the perspective of stakeholders. Inbound tourists and tourism employees think the coupling of tourism supply and demand in Beijing is close to imbalance. Inbound tourists’ evaluation score on the coupling of supply and demand is lower than tourism employees’, by contrast, their evaluation score on the coordinated development of supply and demand is higher than tourism employees’, which show that inbound tourists think the coordination among subsystems are better. Community residents and government staffs think the coupling of tourism supply and demand in Beijing is barely coordination, and their evaluation scores on the coordinated development are higher than scores on the coupling of supply and demand, which show that they pay more attention on the balance and benign development among subsystems.(3) Analyze the structure differences of coupling of tourism supply-demand. Interest groups think CAS and CFS are between "close to imbalance" and "barely coordination", while CSG is close to imbalance. They all think CAS and CFS subsystems can meet the basic need of inbound tourists, but shall pay attention to structural adjustment. While CSRGsubsystem is important but performance is not ideal, shall keep working hard and be concentrated. These results show that there are structure differences in tourism supply subsystems, and the balance and coordination of factors are not ideal.(4) Analyze the cognitive differences of the stakeholders on coordination between tourism supply and demand.①Tourism employees’ evaluation of coordinated development of tourism supply-demand is lower than other interest groups. Because of work nature and economic demand, they have more intuitive perception, timely feedback and higher requirement to coordination of tourism supply-demand and their evaluation score is lowest.②Totally inbound tourists’ evaluations of tourism supply dimensions are higher than supply groups. There are differences among interest groups on the supply dimensions perceptions. And there are significant differences between demand group and supply groups on CA, CB, CE, CI perceptions, which contact with travel closely and directly.(5) Put forward the optimization path to the coordinated development between supply and demand of tourism destination. In the CAS aspect, from shallow to deep, need to do is supply structure adjustment, creating the unique leisure disposition of the city, by transforming from point-to-line sightseeing tour to high-end tourism, depth leisure and special tourism in the whole region. In the CFS aspect, from complete to difference, shall adjust and improve the nature and function of supply structure, in order to fit the trend of individual visitors and increasingleisure demand. In the CSG aspect, from lack to complete, need to spend a great effort to improve the natural environment, create an integrated media platform for precision marketing, regulate tourism market, and improve the level of management service.There are main innovations of this paper:(1)Perspective innovation:to study tourism supply from the direction of travel demand to meet.Based on the cognitive evaluation and the perspective of supply can meet demand or not, this paper takes tourism demand as standard to test supply, and breaks through the verification and supporting function of tourism demand in the previous study, with the meaning of "practice tests truth". Both "in here" experience and bystander position, make the research have certain initiative and objectivity, novelty and significance.(2) Method change:use first-hand investigation data to study coordination between tourism supply and demand. Select questionnaire survey and interview data to make quantitative and qualitative analysis. This synchronic analysis can know changes of tourists’needs and their opinions on supply more timely, besides, can generalize the relationship and impact between tourism supply and demand. These interview and evaluation of respondents are based on both their life or work experience and their feelings to the current supply, and make research more vivid and fresh.(3) Multi-group evaluation:analyze the coordination between tourism supply and demand under the perspective of stakeholders. There are many stakeholders in city tourism:tourists, residents, enterprises, government, social organizations, industry organization and so on. They may be tourism participants, major beneficiaries of tourism development, tourism policymakers and tourism maintainers. They have their own experience and requirement, and also hope the development of city tourism is coordinated and benign with different benefit supposes. So, to analyze the coordination between tourism supply and demand under the perspective of stakeholders, can judge the tourism supply and demand status, but also can understand the existing problems of destination by analyzing the cognitive differences and opinions of interest groups, and make the research have necessity and objectivity.Due to the limitations of objective conditions and my own ability, there are some shortcomings in this paper. For example, the coordination evaluation system of tourism supply and demand needs further improvement and inspection in both theory and practice; the proportion of data is imbalanced, so the conclusions of the study and rules promotion need further validation. Furthermore, put forward the directions of future research, for example, study on comparison between multiple cases, combination of secondary data and first-hand data,and comparison between domestic tourism and inbound tourism,in order to deepen research and enhance the research value. |
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