Stakeholder Contradictions and Win-win Strategies for Tourism along the Ancient Tea Horse Road in the South of Yunnan based on Game Analysis  

博弈关系下滇南段茶马古道文化线路旅游活动利益相关者矛盾分析及共赢策略研究

作　　者：WANG Yan XIE Hongzhong 王妍;谢洪忠(云南财经大学旅游与酒店管理学院,昆明650221)

机构地区：[1]Yunnan University of Finance and Economics,Kunming 650221,China

出　　处：《Journal of Resources and Ecology》2020年第5期531-538,共8页资源与生态学报（英文版）

基　　金：The Key Projects of Philosophy and Social Science Research Base in Yunnan Province (JD2019ZD03);The Ministry of Culture and Tourism of People’s Republic of China (WMYC20181-083)。

摘　　要：With the emergence of the concept of cultural routes, researchers have increasingly turned their attention to the sustainable development of tourism along cultural routes. The needs for community participation and the ongoing provision of benefits of stakeholders are characteristics of cultural routes. Therefore, the importance of cooperative relations and systematic development among stakeholders in tourism activities along cultural routes has become a subject of interest. This paper selects local government, tourism enterprises and local community residents, all of which play a key role in the Ancient Tea Horse Road cultural route in the south of Yunnan, as the main stakeholders. We use game theory to construct a model to trace interactions between local government and tourism enterprises, between tourism enterprises and community residents, and between local government and community residents. The paper then analyzes the different interests of the three parties and key factors that influence them in the game process. This provided a certain scientific basis for the win-win decisions regarding tourism development made by the three parties. Our results show that the final decision choices of the three parties depend on the initial payoff matrix of the game, and the influence of key parameters. When making decisions about tourism, the government should respect the wishes of local residents, strengthen protections of local traditions, manage the unreasonable behavior of tourism enterprises as they develop tourism, and develop appropriate penalties for violations of regulations. When tourism enterprises carry out tourism development, they should let community residents take the initiative and fully participate in tourism activities, and be sure that income from tourism is fed back to local residents, to ensure that tourism is mutually beneficial. The study shows that conflicts among the three parties originated mainly from differences in interests, but that the three parties also shared common interests. With a goa随着文化线路概念的引入,越来越多的研究将注意力转向文化线路上的旅游开发与可持续发展方面。注重社区参与、注重利益相关者的持续受益是文化线路的特点之一,因此,文化线路上旅游活动中利益主体间的合作关系与系统性发展的重要性也逐渐凸显。本文选取地方政府、旅游企业和当地社区居民这三个在滇南段茶马古道文化旅游线路中起关键作用的群体为责任主体,以博弈论为研究方法,通过构建当地政府与旅游企业、旅游企业与社区居民、当地政府与社区居民的博弈模型,分析这三方在博弈过程中的利益诉求差异和关键性影响因素,从而为这三方做出的旅游开发共赢决策提供一定的科学依据。研究结果显示,三方的最终决策选择依赖于博弈初始支付矩阵及关键参数的影响,政府在进行旅游决策时,应多尊重当地居民的意愿,加强对当地传统的保护,对旅游企业不合理的旅游开发行为应有所管理和监督,并采取适当的惩罚措施;旅游企业在进行旅游开发时,应让社区居民主动、充分地参与到旅游活动中,并将收到的旅游收益反哺居民,这样才能形成互赢机制。研究也表明,利益主体间的冲突主要源自于利益诉求的差异,但三方也存在利益共同点,可以从利益协调的角度,建立相关机制,遵循利益实现的原则,重视监督管理,加强社区的参与和决策,实现三方共赢。

关 键 词：cultural route tourism activities STAKEHOLDERS game analysis win-win strategy 

分 类 号：F224.32[经济管理—国民经济] F592.6