Study Of Formation Mechanism And Optimization Strategies Of The Community-Driven Business Model Of Rural Tourism

Community participation in rural tourism and attention to the interests of the community are key factors affecting the success of rural tourism. Rural tourism development practice reveals that community participation in the current rural tourism are mainly involved in superficial activities, such as performance, reception service, and so on. But they are less involved in the operation, strategic decision, administration, and other further activities. Scholars generally believe that the current community involvement is primary level participation just to stay in the community consultation and symbolic participation. Therefore, it is necessary that from the initial stage of "community participation" to "community-driven". Due to the special conditions and farmers’limited knowledge and ability to participate, the current community-driven rural tourism in theory is not yet ripe, at an early stage of development in practice. At present, research in community-driven rural tourism is not much. Theory research and application of the formation mechanism of the community-driven business model of rural tourism, or is blank. Study on formation mechanism of rural tourism business model can enrich the content of theoretical system of rural tourism.Rural tourism community development involves many factors. Study of formation mechanism and optimization strategies of the community-driven business model of rural tourism, provides theoretical basis for achieving sustainable development of rural tourism.The paper is divided into three parts.In the first part of the paper,the paper puts forward content on basis of making a pectination to the research review, concept, theory. According to the content, the paper analyzes the concept and characteristic of three kind of the community-driven business model of rural tourism.In the second part, the paper draws the model of formation mechanism on the basis of the analysis of the external environment and internal interests of the game.First of all,the policy environment and the social environment is rural tourism community-driven business model of the external environmental factors.The policy environment are mainly reflected in policy guidance,accurate poverty alleviation, and the construction of ecological civilization.The social environment are mainly reflected in current development situation of the country,increment in the size of the rural tourism development level,community facilities improvement,promotion of community-tourism concept,and awareness of community residents.Secondly,it studies on the internal interests of the game.It includes the definition and categories of the stakeholders.claims and methods to realize them by the stakeholders,and analyzes the gamble of the stakeholders for their own interests.The paper defines stakeholders of the community-driven business model of rural tourism by expert evaluation.Besides,the paper make categories of the stakeholders in the initiative, power, importance and urgency of four dimensions.The paper establishes three stage games for trying to find equilibrium out of the games.In the first stage,the paper establishes a tripartite model between local governments, residents and tourists in order to discussion on whether community-driven business model of rural tourism is the best choice. In the second stage,the paper analyzes rural tourism operators and community residents in the game on the right.In the third stage,game behavior between residents and community residents is discussed.In the third part of this paper,optimization strategies of the community-driven business model of rural tourism are put forward.It may proceed in community self-development,standard management of community organizations,safeguard mechanism of local government,community environment optimization,which aim to coordination of community economic, social and environmental.