Research On Interest Conflict And Coordination Of Tourist Stakeholder In The Three Gorges Cruise Tour

In 2016,the No.213 rd Document of Chongqing Municipal Government The Opinions on the integration development of tourism in the Golden Triangle of the Yangtze River Gorges clearly pointed out that “We should firmly establish the development concept of innovation,harmony,green,open and sharing,and we should further tap the unique tourism resources and cultural resources guided by the reform and innovation of tourism,to promote the integration of tourism resources and the regional cooperative development in the Golden Triangle of the Yangtze River Gorges,making the Golden Triangle of the Yangtze River Gorges a top-quality tourist route,a national tourism demonstration area and a first-class international tourist destination by 2020”.The development of tourism in China is shifting from traditional sightseeing to leisure and holiday-making tour.The future development of tourism in the Three Gorges Reservoir area is bound to be the cruise tourism characterized by water leisure,water sports and entertainment.Cruise tourism is a complex,including cruise ships,travel agencies,harbors and wharfs,scenic spots and so on.But the complex of the Three Gorges cruise tourism is split,and stakeholders have frequent conflicts in order to gain their own interests.The author believes that in the process of development of cruise tourism in the Three Gorges,both the conflict caused by the contention of the Three Gorges resources between the two provinces of Hubei and Chongqing,and the conflicts among cruise companies in order to compete for tourists are all derived from stakeholders' different interest demands.So it is an important way to solve this series of conflicts of interest by studying the Three Gorges cruise tourism based on stakeholder theory.Based on the actual situation of the Three Gorges cruise tourism,this paperintroduces stakeholder theory,treating the Three Gorges cruise ship as a tourist destination to study the interest conflict and coordination of stakeholders of Three Gorges cruise ship.First,according to the stakeholder diagram from Autter et al.,and the tour operator's 12 stakeholder atlas from Jane Robson,Ian Robson's et al.,we can identify the stakeholders of Three Gorges cruise tourism;according to the point of view from multi-dimensional analysis and Mitchell score,we can divide the stakeholders of Three Gorges cruise into key stakeholders,dormant stakeholders and edge stakeholders by evaluating the score of their initiative,importance and urgency.The key stakeholders are including but not limited to the government,enterprises and the association of cruise industry;through the questionnaire survey we study the interests of the three types of stakeholders and their ways of realization.The research indicated that the interests of these three types of stakeholders are different in the process of the development of cruise tourism in the Three Gorges,with the realization of interests "Self-interest".Combined with interview survey,we study the performance of conflicts between enterprises and governments,between government and associations,within government and within three types of stakeholders.The causes of these conflicts of interests including the control of resources of stakeholders is different,the role of stakeholder is ambiguous and the communication channel between stakeholders is blocked.Finally,this paper puts forward the coordination suggestions from three aspects of the government,the cruise tourism industry association and the cruise enterprise.