Research On Development Strategies Of Scenery-based Villages According To Tourism Coopetition Networks

Since the twenty-first century,with the all-around development of rural tourism in China,scenery-based villages have become the tourism destinations and supply depots because of its close location with scenic district and unique rural landscape and historical and cultural heritages.These scenery-based villages take advantage of the external effects of scenic district,and change its economic morphology,social morphology and physical space morphology at the same time,and then become the organic part of the scenic district.Tourism-oriented development path brings considerable economic and social benefits for scenery-based villages,so a lot of scenery-based villages conduct spontaneous tourism transformation,in order to increase revenue by taking advantage of the external effects of scenic district.However,in order to pursue the maximization of individual interests,vicious competition phenomenon is very serious between scenery-based villages and scenic spots located in the same scenic district.They compete for tourist market mutually,and blindly imitate each other's tourism development path,resulting in an imbalance of interaction between scenery-based villages and scenic spots.This vicious competition not only increases the cost of village tourism development,but also leads to the oversupply of the same type of tourism projects,and a large number of villages bankrupt,resulting in huge waste of resources.Moreover,the existing urban and rural planning system in our country can not effectively guide the tourism development of scenery-based villages.In order to effectively guide the tourism development of scenery-based villages,tourism coopetition networks provide creative references.Under this background,this study takes scenery-based villages as the research objects.Through designing effective technical routes,this research realizes the quantitative measurement of tourism coopetition network between scenery-based villages and scenic spots.On the basis,this study conducts all-around analysis of the tourism coopetition network,and make development strategies for scenery-based villages,including competition strategies and cooperation strategies.The empirical research object of this dissertation is to select the scenery-based villages located in Dapeng Peninsula in Shenzhen,and the main research methodology and conclusions are proved by this case study.This study contains the following main contents:First,through a comprehensive literature review of the related research results both at home and abroad,this study systematically summarizes the theoretical basis closely related to this research,namely tourism coopetition theory and network analysis theory.Among them,tourism coopetition theory lays the cognitive foundation of this study,and network analysis theory provides the methodology of this study.On this basis,this study comprehensively explains the theoretical connotation of tourism coopetition network,and de-structures the structural elements of tourism coopetition network,namely nodal competitiveness and cooperation network.On the basis,the relationship between tourism coopetition network and development strategies of scenery-based villages is revealed.Second,referring to the authoritative research results at home and abroad,the dissertation conducts all-around analysis on nodal competitiveness,one of the two structural elements of tourism coopetition network.On this basis,a model is built to quantitatively measure nodal competitiveness of scenery-based villages and scenic spots through applying the research methods of both social media data from Sina Microblog and questionnaire survey.Then this model is applied in the empirical study of Dapeng Peninsula,resulting in quantitatively measuring the nodal competitiveness of 34 scenic spots and 43 scenery-based villages.On the basis of quantitatively measuring nodal competitiveness,this study reveals the factors that influence nodal competitiveness through the methods of both literature review and questionnaire survey,as well as the weight of every factor.Third,this study conducts all-around analysis on cooperation network,one of the other structural elements of tourism coopetition network.Through applying the research methods of both social media data from Sina Microblog and questionnaire survey,a model is built to quantitatively measure the cooperation strength between scenery-based villages and scenic spots.Then this model is applied in the empirical study of Dapeng Peninsula,resulting in quantitatively measuring the strength of cooperation between scenic spots and scenery-based villages.Based on the network analysis platform of Net Miner,the structural features of cooperation network are explored,including network density analysis,network topological structure analysis,network degree centrality analysis,network betweenness centrality analysis and network coherence analysis.On the basis of quantitatively measuring cooperation network,this study reveals the factors that influence the strength of cooperation between scenery-based villages and scenic spots through the methods of both literature review and questionnaire survey,as well as the weight of every factor.Fourth,based on the result of nodal competitiveness,this study correspondingly proposes the competition strategies of scenery-based villages.On the premise of commenting on both the strength and weakness of nodal competitiveness,and connecting the detailed development target of scenery-based villages,this dissertation proposes the development strategies of scenery-based villages from the aspects of both layout result of nodal competitiveness and factors that influence nodal competitiveness.Development strategies depending on the layout result of nodal competitiveness include overall functional orientation of the scenic district and development timing sequence of scenerybased village groups.Development strategies based on the factors that influence nodal competitiveness are proposed from the following four dimensions,namely external situational conditions,internal tourism resources,controlling development and tourism destination management.Fifth,based on the result of measuring cooperation network,this study correspondingly proposes the cooperation strategies of scenery-based villages.On the premise of commenting on both the strength and weakness of cooperation network,and considering the demand of deepening regional cooperation for scenery-based villages,this dissertation proposes cooperation strategies of scenery-based villages from the aspects of both structural features of cooperation network and factors that influence the strength of cooperation network.The research result of structural features of cooperation network directly guide the recognition of cooperation partners of both scenery-based villages and scenic spots,as well as organization of travelling routes.Cooperation strategies based on factors that influence cooperation network are proposed from the following three dimensions,namely geographical space interaction,tourism resource interaction and administrative affiliation interaction.