Heritage Scenic Area Management Mechanism Of Chongqing Based On Social Responsibility

With China’s rapid economic development and national living standards increase，China’s tourism industry has developed rapidly， local governments take tourismindustry as a strategic pillar industry of the region or leading industry，which promotethe scenic area of the construction of large-scale investment and lead to the explosivegrowth of the number of A-level scenic. But the quality of service and managementconditions of the scenic area is not optimistic in China， such as the Sanya of Hainancheating tourist events and scenic spot ticket pricing discussion has aroused greatconcern of all the people on the management of the scenic area and fulfill their socialresponsibilities.The paper based on at home and abroad the previous research，under the guidanceof theories of corporate social responsibility， the interests of theory and the theory ofsustainable development of tourism， this paper defines the concept of socialresponsibility and scenic area stakeholders. Comprehensive literature review， fieldsurvey， case studies and other research methods. In the paper analysis of the currentsituation and existing problems of tourist attractions， and then come to the urgent needfor innovative management of scenic spots in Chongqing. Then， from the perspectiveof stakeholders， analysis problem of social responsibility in tourism management. It isclear that the social responsibility scope and content of the tourist areas， that themanagement of scenic spots should shoulder social responsibility of scenic stakeholders.The stakeholder of scenic includes governments， investors， employees，communities， tourists， business partners and social public.And then according to the classification of internal stakeholders and externalstakeholders， build the management system based on social responsibility stakeholdersto participate in tourist attractions. The system consists of internal social responsibilitymanagement system and external social responsibility monitoring system.Finally， a summary of the full text research， draw the following threeconclusions. First， the social responsibility of scenic area is serious deficiencies. Second， management of scenic spots should undertake social responsibility to theirstakeholders，（tourist attractions stakeholders including： government， developers/investors， the employee internal stakeholders and community， the public， tourists，business partners external stakeholder）.Third， it is the stakeholders fully to participatein the management of scenic spots that ensure the effective discharge of socialresponsibility of tourist attractions.