The Strategic For Jinsha Ruins Museum’s Development

Research on stake-holders theory has always been a hot topic in the Western academic economics and management science, In the past decades, stake-holders theory has made remarkable achievements from theoretical basis and analysis framework, research method and empirical application aspects.How to define and classify the stake-holders, how to inspect the interests of the stake-holders’ requirements, how to ensure the realization of stake-holders’interests demand, how to achieve the core stake-holders, etc., those are currently the focus of academic circles.The introduction of stake-holders into the tourism industry is also a great innovation in domestic and foreign scholars, this new theory provide more scientific research idea and feasible practical guidancefor the sustainable use of tourism resources.The current research on tourism industry stake-holders are mainly concentrated in:the definition and classification of the stake-holders of tourism; stake-holders in the tourism planning, management and marketing problems; stake-holders in the tourism environmental ethics and the sustainable development problem; Community stake-holders in the tourism and its coordination problems.Museum tourism in recent years is a new emerging research topic. According to concerning sectional statistic, our country has3020museum. Propaganda department of the central committee of the communist party of China, ministry of finance, the ministry of culture, the state administration of cultural heritage for carrying out the spirit of the17th national congress, give full play to the museums and memorial halls propaganda and the important role of spreading advanced culture, to strengthen the construction of public cultural service system and citizen moral construction, and in January2008issued a notice about the national museums, memorial halls free and open. But at the same time it brings challenges to the development of all museum. For general museum, before the free and open, mainly rely on ticket sales and fiscal subsidies to maintain daily operation, So to have free and open museum, only expanding your awareness, increase the number of visitors, to achieve a more subsidies from the government to maintain daily operation. And ruins museum has not been included in the scope of free, will continue to operate for charging, how can we compete with has free and open museum, how to attract tourists, and how to further optimize the related service also become ruins museum in the future development of key issues.Sustainable tourism planning according to the current domestic site class museum governance mode and the foreign advanced experience and research results, summed up the traveling scenic area management advanced research results on this problem, and based on the actual survey of sustainable tourism planning site class museum to see the result of the pros and cons, clarify stake-holderss governance structure optimization scheme is put forward. Site class museum stake-holders and management mode of sustainable tourism planning site type of sustainable tourism is very important to the healthy development of the museum, the research for the site class museum of scientific management, the healthy development of the tourism industry has very important significance. By analyzing the existing site class museum governance model advantages and disadvantages of sustainable tourism planning, straighten out the interests of stake-holders in the tourism scenic area management, found the deficiencies of the existing management mode, find out the corresponding strategy and a more scientific management mode, help to improve the mess of site class museum tourism in our country, thus the sustainability of the site class museum tourism development play a role in promoting.The essence of applying stake-holders theory to ruins museum tourism is to define the interest subjects. Few domestic researches apply the stake-holders theory to ruins museum, and it did not have a unified definition and classification. This study follows foreign scholars Clarkson and divides into the Primary stake-holders and the secondary stake-holders. This study draw a map of ruins museum on the basis of the spectrum diagram created by Sautter and Leisen, including employees, travel agencies, tourists, local residents and related media.This research includes five parts. The first part, namely the introduction, includes the research background, research purpose, significance of this research, research methods and the possible innovation of this study. The second part is literature review. This part respectively reviews the articles about ruins museum, stake-holders theory, and sustainable development theory. The third part is the design of research. Based on the questionnaire methods in previous research, this part creates a questionnaire suitable for the research objects, implement the pre-research and make certain adjustment to the final questionnaire. The fourth part is the empirical analysis. On the case study of the Jinsha ruins museum, this study makes descriptive analysis through recycling questionnaire including the basic information of different stake-holders. Besides, through the cross analysis, variance analysis and other statistical methods, this study find out the common interests of various stake-holders. Based on the analysis of the stake-holders from different generations, this study finds out differences between the demands of their direct interest. The fifth part is conclusion and suggestion. This part mainly summarizes the data processing results, and then recommends the sustainable development strategy. Finally, this study points out the limitations and the direction of future study related to ruins museum.The expected significance of this study lies in two sides. In terms of academic, most scholars focus on the function of the museum. But there are few scholars try to study from the angle of stake-holders and how to meet the demand of their interests. As a starting point, this study will try to introduce stake-holders theory into the ruins museum’s study, and put forward coordination scheme. From the aspect of application, the research makes an empirical analysis based on the Jinsha ruins museum. By identifying the core stake-holders’ common interests, this study pays attention to actual operation and management of ruins museum. At the same time, through the analysis of the generation, this study foresees the development in the future, makes sure the ruins museum should follow the "people-oriented" principle and provides some feasible suggestions of sustainable development.The possible innovations of this study as follows. First, the stake-holders theory is introduced into the site of the museum’s study to develop the ruins museum stake-holders map. Second, combining the stake-holders theory and the sustainable development together, this study tries to provide the strategic suggestions for the sustainable development of ruins museum.While this study attempted to apply stake-holders theory into the ruins museum research, it also has many shortcomings. First, the design of the questionnaire puts convenience in the first place rather than comprehensiveness. The collected figure through questionnaire is short of comprehensiveness and accuracy. Therefore, in the later study, it can improve the reliability of the data by adding extra items appropriately. Second, during the questionnaire survey, in order to reduce costs, this study adopts encountering as sampling method, this will reduce the credibility of the data on some extent. The later study, therefore, can adopt random sampling, quota sampling or other more scientific and effective method. Limited by time and energy, the sample size of this study is small, so the author suggested that future research may be appropriately increase the data capacity of the sample. Third, this study only focuses on the stake-holders’interest demands and ignores the interests of secondary stake-holders, which makes this research not rigorous. Fourth, the case study of Jinsha ruins museum seems no so convincing as expected. The further study can choose a few more museums to ensure the authenticity of data. Eventually, this study focuses on the domestic tourists without investigating the foreign tourists. In fact, Jinsha ruins museum has certain fame in the world. A large number of overseas tourists visit Jinsha ruins museum each year. Therefore, in the later study, it is necessary to investigate the foreign tourists.