The Study On The Mechanism Of Community Tourism Empowerment In Rural Tourism Destination

Community participation in tourism is regarded as an important mean to promote the sustainable development of tourism. However, in contrast to the rich of theory, the failure of community participation in practice has caused scholars’ attention. Thus, the tourism empowerment theory has been applied in tourism. The so-called empowerment, is to increase power. But whom to be empowered, empower what and how to empower have always been problems that puzzle many scholars. Researchers have done a lot of work to do empirical analysis, especially citing poor tourism destinations in developing countries. But inevitably, most work has linked empowerment with economic, and because of the difference between foreign tourism development environment and domestic environment, applying the foreign mode to China directly will not success.The essence of rural tourism is "Rurality", its core attraction is natural and cultural objects with rurality. To develop rural tourism, the participation of local community is necessary. However, the local are always excluded from tourism because of their poor knowledge. Empowerment is a way to stimulate their rights consciousness, improve their ability of participating and ensure their interests. Research on the empowerment mechanism of rural tourism destination is in favor of promoting the sustainable develop of tourism.On the basis of literature analysis, some factors have been selected relating the empowerment approach, influence factors of empowerment, and the content of empowerment. According to the exploratory factor analysis, the empowerment approach includes institutional empowerment, educational empowerment and informational empowerment; the influence factors include community management, personal quality and external strike; the content of empowerment includes economical empowerment, social empowerment, psychological empowerment and political empowerment. On that basis, a theory framework of empowerment in rural tourism destination has been built, and discussion has done from the aspects of goal, development stage, the priority of the social empowerment, the necessary of institutional empowerment, the combination of educational empowerment and informational empowerment. Then check it through analyzing the community empowerment of Maojiayu. Finally, suggestions have been put forward from determining the origin of disempowerment, clearing tourism development stage, distinguishing whom are to be empowered, keeping continuing education training, constructing platform to govern empowerment, and building security system.