A Study On The Revenue Model Of Ancient Villages And Towns Tourism

In the history of China had formed many distinctive ancient villages and towns.Because ancient villages and towns tourism has the characteristics of both heritage tourism and rural tourism, has been regarded as a cultural heritage protection and rural community development effective means.As the ancient villages and towns tourism become hotter and hotter, and because of its complex, involving multiple stakeholders interest relationship, resources protection responsibility, has many thorny issues in the process of tourism development,such as ticket fee is too high, commercialization is excessive,etc. And these problems are closely related to the profit pattern of ancient villages and towns, the current domestic revenue model is too single, most of the ancient villages and towns in urgent need the research about different types of ancient villages and towns tourism revenue model matching. This research is in order to coordinate the relationship between the various stakeholders, to balance the protection and development of ancient villages and towns tourism, then will realize the sustainable development.In this paper, on the basis of field investigation and literature research, firstly combing the current ancient villages and towns tourism development history and the overall situation of ancient villages and towns tourism investment, found tha the main invest fields of ancient villages and towns tourism are ancient villages and towns tickets, accommodation catering industry, shops,real estate projects and cultural creative industry in the ancient villages and towns; then summarize three kinds of different way of tourism development that is the government’s leading development, community development, the foreign enterprise development independently, and analyze the interests of the main body. The aspirations of different stakeholders have certain contradiction and conflicts, who will responsible for heritage protection is not clear, and stakeholders scramble for profits,which leading to some issues such as high ticket fee, too commercial and unreasonable tourism income distribution and so on;Secondly,summarize the current main revenue model of the ancient village tourism in China, namely the ticket profit model,charge profit model,and proprietary profit model, to describe the characteristics of the various profit model, and according to three aspects that is revenue point, revenue source, and revenue stability to evaluate these profit model;Thirdly,comprehensive analysis which factors,that including resource level, location conditions, stage of development, tourist market, commercial value,residents participation, operators,result in different ancient villages and towns to select different revenue model,and exploratory summarizes the influence mechanism of the ancient villages and towns reneue model selection;Finally,based on the empirical research on xiangxi phoenix ancient town, this paper explores the ancient town of phoenix in the predicament of profit in the tourism developing, analysis of relationship between the interests, and apply cost-benefit analysis to choose suitable revenue model, then puts forward relevant countermeasures and Suggestions.