Research On Response To Endogenous Crisis In Scenic Spots Based On Evolutionary Game

With the rapid development of our social economy,tourism as an important pillar of the tertiary industry also shows a tendency of prosperity and development,consumer demand for tourism activity gradually improved along with the vigorous development of tourism industry,tourism crisis also gradually revealed,brought impact to the development of tourism,affects the sensory experience of tourism consumers.Compared with natural disasters and other force majeure factors of tourism crisis,human factors caused the crisis in a certain extent,is caused by human errors such as operation and management,which not only influence the tourists experience,more to the reputation of the involved area and the local economic development has brought bad influence.In July 2019,Courtyard of Family Qiao scenic area due to "Single type of tourism products;Excessive commercialization;Traffic tour aspect exists insufficiency;Insufficient investment in safety and health;Comprehensive management of scenic spots needs to be improved;Defects in the protection of resources" and other six aspects of the problem,the Ministry of Culture and Tourism announced the direct cancellation of the 5A level of tourism quality grade.As the highest level of tourist attractions in China,5A level of tourism quality grade scenic spots represent a kind of quality certification and also become a shining point to attract tourists.After the incident,Qi County Culture and Tourism Bureau publicly responded that this incident to the city and even the province's tourism environment caused a negative impact.Therefore,in order to reverse this situation,Courtyard of Family Qiao scenic spot tries hard to reshape the image of scenic spot and explore the way to restore the evaluation of the quality level of 5A scenic spot.In this thesis,starting from the event that Courtyard of Family Qiao was cancelled as a 5A scenic spot,on the basis of literature reading and consulting information,the interests of the three parties that have a direct impact on the inherent crisis of the scenic spot were selected as game objects to analyze the behavior evolution of the three parties.Combined with the actual situation of Courtyard of Family Qiao scenic spot and the interview results,the factors affecting the behavior patterns of relevant subjects were analyzed,and the corresponding evolutionary game model was constructed after making reasonable assumptions.The stability analysis is carried out by Jacoby matrix,and the conditions that each influencing factor should meet under the premise of the stable evolution strategy of the three parties of the game are sorted out.Based on the conditions that each influencing factor should meet in the conclusion of the model,combined with the field investigation and data access,the key reasons for endogenous crisis in the scenic spot are analyzed as follows:(1)Due to the reform of shareholding structure of Courtyard of Family Qiao,the supervision cost of Qi County Culture and Tourism Department is high and the supervision is difficult;(2)Due to excessive commercialization and other operation behaviors,the Courtyard of Family Qiao has gained high additional income,which has caused some negative effects,and it ignores the building of the positive image of the scenic area;(3)Excessive commercialization and other business behaviors of Courtyard of Family Qiao lead to poor tourist experience and easy to lead to adverse effects such as tourist complaints.Based on the analysis of the above reasons,we interviewed the staff with many years of working experience and personal experience of the "delisting" event of Courtyard of Family Qiao,and combined with the useful exploration in the rectification process of Courtyard of Family Qiao,we sought the corresponding solutions:(1)Improve the Qi County cultural tourism department supervision and control of participation,actively explore the beneficial form of supervision;(2)The actual operation enterprises of Courtyard of Family Qiao optimize operation and management,consciously accept internal and external supervision,and improve the consumption experience of tourists;(3)Unblocked the feedback channels of tourists,encouraged tourists to actively participate in the feedback of tour experience and put forward suggestions for improvement.In this way,relevant subjects of all parties should work together to deal with the endogenous crisis of the scenic spot,reshape the tourism brand and positive image,restore the level and orderly operation of the scenic spot,and form a benign development trend.The application scope of evolutionary game theory is expanded theoretically,and the advantages of evolutionary game theory are brought into play.