Industry Analysis For Scenic Areas In Sichuan Province Based On "R-SCP"Paradigm

The most effective research theory for specific industries is the theory of industrial organization. The "SCP" paradigm set up by Harvard School defines the three dimensions of the market structure, enterprise conduct and economic performance in the industrial research. It is rare in China to apply the theory of industrial organization to research for the tourism industry and the existing researches are almost focused on analyzing the trade of travel agencies and the trade of tourism hotels. The industrial organization analysis on the trade of scenic areas and spots, the core of tourism industry, has not been conducted before. The main reason is that the "SCP" paradigm is based on the dominance of the market. However, the trade of scenic areas is resource-based and the scenic resources are mostly state-owned assets under the rigid regulation and control of the government. It is unconvincing to directly implant " SCP " for regulating the trade of scenic areas, which is an important part of the tourism industry. Therefore, this paper attempt to establish a theoretical framework of government regulation, market structure, enterprise conduct and economic performance (R-SCP) and adopts it to analyze the industrial organization and changes of the scenic areas and spots in Sichuan province by combining the regulation theory and the "SCP" paradigm.Under the theoretical framework of "R-SCP", the main factor that influences the market structure change of the trade of scenic areas in Sichuan is the government regulation. Since 2006, the government regulation has become more and more strict and the enterprise mode, which entered directly, has gradually abandoned its system. The enterprises to a great extent is attached to management departments of the government. The interest community has been formed and the mode of "unity of government and enterprise" is put into the development and operation of scenic resources. The external form is mostly represented by tourism development limited liability or company with equity participation or capital injection. The company operation is still under the control of leaders in tourism organization department. The enterprise conduct is evidently government-favored, that is, "heavy in development, light in marketing". The number of level A scenic areas has increased in recent years, but the level of marketing methods is relatively low and the homogenization of tourism products is high, for most of the marking agent is the local government. Thus, the economic performance of many scenic areas is low. The scenic areas have not been well developed, compared with those of other provinces in China.The author thinks that in the next 10 years, it is a little use increasing the economic performance by trying to change the company management mode in the trade of the scenic areas to improve the effectiveness of the enterprise conduct, thus to change the market structure and promote the economic performance. The competitive advantage should be the local monopoly and the government functions that the enterprises can make use of, longitudinally, to complete the industry chain integration by merging tourist hotels, travel agencies and tourism transportation trade, and transversely, to play synergistic effect by enhancing communication and cooperation of regional tourism resources organization management departments. That is, the organization and coordination among the enterprise conduct is the most important factor for changing market structure and promoting economic performance. The regional integration dominated by the government will be the orientation of industrial organization changes for the trade of scenic areas of Sichuan tourism in the next 10 years.