Research On The Structural Optimization Of Collaborative Governance Network Of Tourism Resources

With the rapid development of economy and the maturity of tourism market, the demands of tourists on the tourism products are increasing high. As the core elements of the attractiveness of tourism products, the development and utilization of tourism resources produced better economic and social benefits, but also had serious impacts on tourism resources. As a symbol of the Chinese nation, the Great Wall is a precious tourism resource, the collaborative governance is conducive to its sustainable development.Firstly, this study summarized the components of the collaborative governance of tourism resources, such as connotation, aim, main bodies and contents, and then constructed evaluation indicators of the collaborative governance network structure of tourism resources. Secondly, based on social network theory and its specific data collection methods, this study designed questionnaires to collect data, and acquired the relational data between various main bodies, and then used software UCINET6.232of social network analysis to analyse the collected relational data in order to find the existing problems in the collaborative governance network of the Great Wall. Lastly, this study proposed three optimized proposals of the collaborative governance network structure of the Great Wall tourism resource, and conducted a comparative study of the three optimized proposals from the perspective of the institutional arrangements and the network structural evaluation indicators.Through a comparative study, this study found that the third optimized proposal is the most feasible and had practical value, and was applicable to optimizing the collaborative governance network structure of the Great Wall tourism resource. The whole network centralization of the third proposal is relatively low. In terms of the indicators of centrality, the betweenness centrality of the local Cultural heritage protection department is the highest, which shows that the local cultural heritage protection department plays a dominant role in the network, and could coordinate the relationship between the Great Wall protectors, the social organization of the Great Wall and other departments. As for the structure holes, the local Cultural heritage protection department, the social organization of the Great Wall and the Great Wall protectors occupy important structural hole positions, have the largest structural holes advantage, are less susceptible to be limited and are able to control the information, technology, knowledge, capital and other resources. The network structure described in the third proposal is more conducive to playing network functions, achieves the effectiveness of the collaborative governance of the network to the great extent, and promotes the public interest and the sustainable development of the Great Wall tourism resource.