A Research On The Mode Of Regional Tourism Cooperation Of The Silk Road Tourist Area

With the continuous development of economic globalization and world tourism, different regions or tourist destinations started to cooperate with each other by integrating regional resources, sharing market, exchanging information and so on in order to upgrade the competiveness of the whole regional tourism. Regional tourism cooperation has become a hot issue and an important trend of the world tourism development. With the background of the important strategic “Silk Road Economic Belt” named in 2013 and successful joint declaration of the Silk Road World Cultural Heritage in 2014, The Silk Road tourism cooperation has become an inevitable choice of tourism development along the Silk Road region. The “Silk Road tourist area master plan(2009-2020)” launched in 2007 laid the foundation for the six provinces tourism cooperation. Therefore, the Silk Road regional tourism cooperation has a good opportunity and practical significance in achieving complementary advantages and win-win cooperation as well as in what kind of mode and method for each region to take.This article selected Silk Road tourist area as the research object, analyzed and discussed the mode of regional tourism cooperation from three perspectives which are cooperative subject, spatial structure, cooperation content, and it proposed development suggestions and strategies of the Silk Road regional tourism cooperation, provided a scientific basis and practical reference for promoting the Silk Road regional Tourism cooperation process. This paper’s main conclusions are as follows.First, the Silk Road tourism cooperation is mainly affected by the tourism resources, tourism economic development, service capabilities, central city development status, tourism cooperation subject participation and other elements. The analysis revealed that Silk Road tourism resources have obvious advantages, but the level of tourism economic development is relatively low, and tourism spatial differences are significant. Guidance from the government and participation of enterprises are not enough, further diversification of the cooperation subject is needed. Development level of tourism central cities is low, function of the radiation is not strong, spatial structure needs to be further integrated. Infrastructure varies greatly, the tourism industry chain is not fully formed, collaborative environment need for further optimization.Second, according to the stakeholder theory, the regional tourism cooperation is the result of joint participation and action by government departments, tourism enterprises, non-governmental organizations represented by industry associations, residents of destination and tourists and other stakeholders. The build of the comprehensive and diversified “government leading and controlling, enterprise collaboration and promotion, industry coordination and assistance, public positive interaction” subject mode of cooperation should be based on the stakeholder theory and the actual situation of the Silk Road tourist region.Third, according to the regional spatial structure theory, based on establishment of the hierarchy structure of tourism center cities in the Silk Road tourism area. It propose that in the current stage, the “point-axis” space cooperation mode in the Silk Road tourist area should be strengthened, focusing on building and nurturing major tourist cities and tourist axis, playing their roles of “Polar nuclei gathering, Center linkage, Axis diffusion”, in order to promote region tourism cooperation through the cooperation of key cities. In a mature phase, it should be based on the deepening of the “point-axis” mode and to build the “network” gradient cooperation mode.Fourth, in aspect of the tourism cooperation content. The integration of tourism resources, the overall image building, marketing network construction and joint products development should be taken as the core. The horizontal and vertical cooperation of tourism enterprises is the key. The establishment of cooperative organizations, cooperation platforms as well as the information system and its maintenance, to making coordination mechanism, perfect the regulatory system, building infrastructure, develop a unified plan as support. Building a comprehensive cooperation mode in content of the Silk Road tourist area From the core level of regional tourism cooperation, the level of support system and the level of enterprises cooperation.Fifth, specific measures are to improve the top-level design of the Silk Road tourism cooperation, to build cooperation platform, to integrate the Silk Road tourism resources, to excavate cultural connotation, to enhance tourism brand, to set up marketing network, to expand tourism market, to strengthen enterprises cooperation and achieve industrial integration, to construct Information network, to optimize cooperation environment, to realize traffic interconnection, and to promote cooperation among infrastructure constructions in order to promote the Silk Road regional tourism cooperation.