Research On The Management Mode Of The World Heritage Scenic Spots In China

Scenic spot is the core element of the development of tourism, and it is the attraction of the scenic spot for tourists that drives up the development of tourism related industries around the area of the scenic spot. While the heritage scenic spot is a kind of special public resources scenic spot, in addition to the tour and recreation function of general scenic spots, it also has the function of heritage education, scientific research, and historical & cultural heritage. At present, according to the current scenic spot management system in our country, the public welfare of the heritage scenic spot can not be effectively guaranteed, at the same time, because the functional location of all interest subjects is not clear, which results in the authority of local governments in the process of scenic spot management is oversize, and they are also unable to carry out effective self supervision, and the lack of foresight among local governments causes damage to the public welfare of scenic spots, what’s more, the tourism related industry chain still has not been perfected.By selecting 47 world heritage scenic spots in our country, and through quantitative analysis, data investigation and comparison, this paper sorts out the three main governance modes of the world heritage scenic spots in China (self-marketing mode of Central Ministries, self-marketing of local government by detaching agencies, and transfer marketing of local government by detaching agencies), and by comparing effects of different governance modes on public welfare, the paper finds out that the two kinds of scenic spot governance mode dominated by local government in our country cause greater impact on public welfare, which needs to be improved. And then, the paper analyzes the utility demands of interest subjects (central ministries, local governments, tourism enterprises) by the use of game theory idea, and a simple game model is also constructed in the paper, so as to explain the reasons of formation and important related influencing factors of the three main governance modes of the world heritage sites in China. After analyzing and summarizing the game results, After analyzing and summarizing the game results, it is concluded that the key to improving the existing model is to make the local government focus on the construction and income of heritage scenic spot related industries, instead of receiving benefits directly from the scenic spots. Thereby, the paper puts forward the improved governance mode based on the finance committee of the scenic spot, and clarifies its application conditions and scope.