Analysis And Governance Research On The Phenomenon Of "zero Negative Group Fee" In Rizhao Tourism

Rizhao City is a new type of coastal tourist city.In recent years,in the face of the opportunity of the mass leisure era and the aviation high-speed rail era,we actively implemented the strategy of “tourism rich city” and promoted the transformation of Rizhao tourism to quality and quality.Due to historical factors such as the lack of characteristics of tourism resources products in Rizhao City and the serious homogeneity,as early as 2009,the tourism market in Rizhao City began to show the phenomenon of “zero inclusive-fee” and has always affected the healthy development of the Rizhao tourism market.Although the tourism authorities of Rizhao City have adopted a series of measures to carry out market rectification,the phenomenon of “zero inclusive-fee” for tourism has not been effectively cured.Thesis takes Rizhao coastal tourism as the research object,analyzes the occurrence and current situation of Rizhao tourism “zero inclusive-fee” from the perspective of stakeholders,and the “zero inclusive-fee” tourists and their motives,and proposes reasonable management suggestions.Firstly,based on stakeholder theory,tourist satisfaction theory,game theory,information asymmetry theory and related research,thesis designs the survey questionnaire of “zero inclusive-fee” tourists experience perception of Rizhao tourism,and obtain data through field research and interviews.Secondly,using factor analysis and analysis of variance,thesis analyzes the perceived content of the “zero inclusive-fee” tourists experience in Rizhao tourism,and explores the differences in the perception of “zero inclusive-fee” experience for tourists with different population attributes.Through the form of unstructured interviews,we can obtain relevant text data of different stakeholders in the Rizhao tourism market on the “zero inclusive-fee” of tourism,and understand the specific operation mechanism of “zero inclusive-fee” for Rizhao tourism.Through the above data,the motivation,origin,status quo and causes of the “zero inclusive-fee” of Rizhao tourism are analyzed,and the targeted governance suggestions are proposed accordingly.The conclusions of thesis are as follows:(1)The phenomenon of “zero inclusive-fee” in Rizhao tourism has its objectivity.Its formation reasons include factors such as homogenization of tourism products,low-cost competition of travel agencies,and strong tourism demand,as well as factors such as operators and tourists.Under the multi-interest game of travel agencies,tourist attractions,shopping shops and tourists,the phenomenon of “zero inclusive-fee” for Rizhao tourism was generated and spread.(2)Tourism governance involves many sectors such as culture,public security,industry and commerce,transportation,administrative law enforcement,and price.It is related to the source and destination markets.It is difficult to achieve effective governance solely by relying on tourist destinations or tourism administrative departments.It is necessary to strengthen regional cooperation and multi-sectoral linkage,strengthen interactive law enforcement and joint governance,and formulate a long-term mechanism to effectively promote the sustainable and healthy development of the tourism market in Rizhao City.(3)The phenomenon of “zero inclusive-fee” for tourism has certain inevitability and legal irrationality.It has played a certain role in promoting the tourism market of Rizhao City in a certain period of time.However,under the background of Rizhao's “tourism rich city”,based on the long-term development of Rizhao City tourism,the phenomenon of “zero inclusive-fee” will inevitably aggravate the contradictions and conflicts between travel agencies,tour guides and tourists,and the sustainable development of tourism in Rizhao City.The greater negative effects are not conducive to improving the quality and efficiency of the tourism industry in Rizhao.From the perspective of stakeholders,thesis proposes governance aspects such as governance of tourism law,improvement of tourism industry supervision,speeding up the upgrading of tourism industry,improving the professional identity of tourism practitioners,and guiding tourists to establish correct consumption views.