| In the tourism field, what should scenic spots do to deal good with the relationship between the core scenic area and periphery scenic area, what should the tourist destination do to keep the sustainable growth are in a pressing need to discuss. At the same time, innovation has been regarded as a core competitiveness of enterprises and the innovation's technology diffusion is considered to be the source of a large scale of economic growth. So, this article bases on the view of innovation and the innovation's technology diffusion to analyse the innovation details, to find out the source and motivation for innovation, to summarize the technology diffusion process, to distinct the key to the sustainable development, to explicit the relationship between innovation and technology diffusion and the development of the tourist destination, all of this work shows theoretical perspective breakthrough and a very important practical guidance.This article chooses zhangjiajie as the case, using Semi-Structured Interview way to interview the chief manager of all the scenic spot, collecting and checking kinds of informations and documents, including many other fieldworks and observations, and finally making detailed analysis to reach the following conclusions :(1) Zhangjiajie scenic spots'product innovation appears as environment options, a new tourist projects, new image building, the promotion of tourism services, the tourist routes expanding; process innovation can be shown as new technology using and choosing of marketings and cooperations; management innovation mainly deal with the relationship between the staff, tourists and residents and other scenic spots; institution innovation is divided into two dimensions, internal and external policies system; the information handling innovation comes from the hard working for brands and honors.(2) The sources of the innovations in scenic spots of Zhangjiajie should be divided into three aspects, the first one is buying and using new equipment, the second one is the terms of trade, the third one is the policy guides and constraints. The innovation power is derived from the inner power: nutzenmaximierung and the external dynamics, including market forces, policy forces, intermediary organizations forces and social environment forces.(3) The innovations in Zhangjiajie scenic spots have got effective technology diffusion through personnel recruitment, investigating and studying, transfering of business man and funds, simply copy, spontaneous using of new technologies and other learning of information processing. The technology diffusion went through a series of phases: exploration stage, development stage, rapid development stage and adjustment stage. Different innovations have been put different emphasis in different stage, in exploration stage, the most important innovation are the product innovation and the information handling innovation; in the development stage, the most important innovation is management innovation, in the rapid development stage, the marketing innovation showing a climb to the top, after that, the adjustment stage is follwing, and the using of innovation shows a rational regression.(4) In the process of continuous innovation, Zhangjiajie scenic spots met the bottlenecks of capital, land and image successively. All of these bottlenecks played a role in the restricting of innovation's persistently pursuing. Where there was a limit, the scenic spots strived for resources and seized market channels to maintain its own profit space, which finally result in the"limit"of tourist destination.(5) Innovation and its technology diffusion serves as a catalyst for the development of the scenic spots by cost reduction and efficiency improving, and follows with cutthroat competition. So, to the manager of the scenic spots, the timing of using the innovation is very important, they should stop the reinvestment until the inovation has been fully spread, to the officers, they should make good use of the external control power and keep the"limit"in mind. |
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