The Study Of Stakeholders’ Expectations Of Shangmei Ancient City Tourism Development

The ancient city is the living fossil of human social activity generated by the combination of material civilization and spiritual civilization; it is irreplaceable in the city’s image which determines the tourism development of it should be an important link in the development of city and the center position. However, the tourism development of the ancient city has exists some problems, such as excessive development, excessive commercialization, and conflicts of interest among stakeholders. And when we trying to analyze stakeholders’ interest demands and expectation difference of Shangmei ancient city, which is in the initial stage of development, before the tourism development plan workable, it could be helpful to make and modify the plan.For the tourism development of ancient city, the stakeholders and the prospect theory research have been very mature at home and abroad, but the findings which combined these three theories could be numbered. So the combination of prospect theory and the stakeholder theory could further expand the research area of the study of stakeholder when we use it in the study of ancient city tourism development.At first, we could analysis the stakeholders of the ancient city, and divide them into three levels, namely core layer, latent layer and boundary layer, and different level of stakeholders plays a different role. Analysis their respective role positioning,distinguish their own interests, as to provide theoretical basis for empirical investigation. Secondly, analysis stakeholders’ role orientation and interest demands of Shangmei ancient city tourism development, then ascertain their expected survey indicators, and take the implementation survey that based on the prospect theory. As we analysis the survey results, it founds that stakeholders’ expectations are different,and in general, the operators’ expectation is the most negative, yet the government’s expectation is the most optimistic. By contrast of the different stakeholders under the same indicators prospect, we find that government departments’ expectations are generally higher than the other stakeholders’ in all aspects. This phenomenon matching the prospect value calculation of stakeholders of Shangmei ancient city, and it shows that the government departments has very optimistic expectations to theShangmei ancient city tourism development, and deems that the tourism development will have a positive impact on local development. The government departments’ highest expectations attribute to its high ground of access to information and achieve to interests, by contrast, operators, residents and visitors at the low degree of information asymmetry, participation, which make their expectations for Shangmei ancient city tourism development more prudent. Therefore, in order to balance the differences, the government departments need to make more efforts, such as building information management mechanism, providing training and education opportunities for residents and operators, and promoting local industry integration, and so on. The implementation of these measures also need operators, residents and visitors to take actively cooperate with, only if all the stakeholders involved, expectation differences could be balanced, and it is possible to achieve a win-win situation.