Zhoushan Rural Tourism Sustainable Development Based On The Stakeholder Theory

In recent years, with the continuous improvement of the economic level of our country, the development of China's tourism industry continues to heat up. This is not only reflected in the rapid growth of the scale of the tourism market, is also showing a trend of diversification and development of the tourism industry, rural tourism as a new form of tourism, which can meet the fast-paced, high pressure life people to return the countryside, the demand for the natural yearning, rural tourism hot concern degree is rising year by year and development prospects considerable. Zhoushan City is China's prefecture level city in the sole owner of the islands of city, not only have suitable for mass tourism agriculture resources, also have the unique characteristics of the island fishing resources in rural areas, the unique differences make Zhoushan City occupy a great advantage in the aspect of rural tourism. But rural tourism in Zhoushan in the process of development still encounter a lot of problems, restricting the sustainable development of tourism industry in Zhoushan City, for example: rural tourism product quality is not qualified, rural tourism from the profit distribution is not reasonable, the ecological environment was damage is difficult to solve. These problems and rural tourism interests among stakeholders not good for coordination and cooperation are closely linked, stakeholders subject in the face of rural tourism, are the pursuit of tourism interest maximization, which led to the main stakeholders have different goals, in the pursuit of goals, the formation of the divergence of interests, conflicts of interest, which requires us to must pay close attention to the interests of the rural tourism of the main body of the various stakeholders, for their common goal, ease the contradiction of interests, to achieve a balance of interests. The rural tourism in Zhoushan as the representative, the introduction of stakeholder theory analysis of rural tourism in Zhoushan stakeholders of the structure and the main interests, in-depth discussion of Zhoushan tourism stakeholders' interests, find out the cause of the interests conflicts of interests imbalance, proposed to interest coordination solution, so as to promote the main interests of various stakeholders symbiotic, this theory is applied to rural tourism in Zhoushan, not only for the management of rural tourism in Zhoushan proposed useful suggestions for reference, in order to promote the development of tourism in Zhoushan rapid development, but also provide a new perspective for the sustainable development of rural tourism in Zhoushan.