The Application Of ROT Model In Tourist Scenic Area Renovation Projects

With the continuous development of economy and the continuous improvement of people's material living standards,tourism has become an important industry to expand domestic demand and meet people's spiritual needs.From 1978 to now,the tourism industry has experienced more than 40 years of development.The problems of dilapidated infrastructure,single and identical tourism products,and incomes of scenic area can not cover expenditure have gradually become prominent.Improving the infrastructure environment of scenic area,ensuring the good operation of scenic area and improving the quality of scenic area have become necessary measures to realize the sustainable and healthy development of scenic spots.At present,the main source of funds for the construction and subsequent upgrading of tourist attractions is government financial allocation.However,with the rapid development of urbanization,the pressure of government financial expenditure at all levels has increased.Exploring new financing methods to solve the financial difficulties faced in the process of upgrading and upgrading of existing tourist attractions has become the top priority.Introducing social capital can not only make up for the shortage of government financial investment,but also improve the efficiency of operation and management of tourist attractions by utilizing the professional ability of social capital,promote the combination of protection and rational utilization of tourist resources,and improve the level of tourism public service supply while achieving social and economic benefits.In this paper,the tourist scenic area renovation projects as the research object,focusing on the analysis of the ROT model of tourist scenic area transformation of the operation process,key success issues and countermeasures.Firstly,the necessity and feasibility of applying ROT model in scenic spot reconstruction projects are analyzed.It is concluded that introducing social capital cooperation into ROT model can solve the problem of lack of funds in scenic spot reconstruction,and improve the operating efficiency of scenic spot.At the same time,good policy environment and demonstration effect of existing projects provide guarantee for the implementation of this type of projects.Secondly,from the stage of project identification,preparation,procurement,execution and transfer,this paper makes a comprehensive analysis of the transformation process of tourist attractions under ROT model.Combining with the theoretical analysis results,the key points of the tourist scenic area renovation projects under ROT mode are determined and the corresponding solutions are put forward.That is to say,in the project profit state,the strategy of bidding quotation for the transfer of social capital management right,the government's exploration of social capital compensation quota and compensation mode under the project loss state,the measures for improving the operating efficiency of scenic area,and the countermeasures for the protective development of tourism resources,so as to ensure the future participation of social capital and the government's decentralization of power;finally,a case is given to illustrate the current ROT model reform in tourist attractions.The experience and shortcomings in the process of renovation projects operation are worth learning,which provide theoretical and practical basis for the paper.