Stakeholders Analysis Of Rural Tourism

Rural tourism exhibits a trend of rapid expansion in our country, and it has become the new power, new model and new way of rural development. However, excessive exploitation and unreasonable operation lead to a series of problems. Under this context, how to better balance interest relation among stakeholders, and to establish a coordinating mechanism among tourists, local communities as well as the government, which takes the economic, social, cultural, environmental benefits into account become an indispensable topic. In terms of the current situation of our country, rural tourism still needs to be studied further, especially in the northeast region.Based on stakeholder theory and sustainable development theory, this paper makes an analysis on the basis of the previous studies on rural tourism stakeholders, which is divided into five parts. The first part is the introduction, which introduces research background and significance, domestic and foreign research review, research objectives and methods, as well as the key and difficult research points. The second part, the theoretical foundation of the research content of whole paper, consists of related concepts and theoretical foundation of rural tourism stakeholders. This part aims to illustrate definition of rural tourism and stakeholders and to expound the basic connotation of the stakeholder theory and the sustainable tourism development theory. The third part is the core part of the theory, which focuses on defining of core stakeholders, and calculating their respective interest demands and roles in rural tourism, in order to analyze the conflicts among them. Five stakeholders are defined as local government, tourism enterprises, tourists, community residents, and community organizations. The fourth part comes as a case analysis, with the selection of Cilu lake eco-tourism resort in Jilin Province as a case study, based on field research method, studying specific interest claims and conflicts among stakeholders in all aspects under combination with theoretical guidance. According to the problems arising, this paper build a coordination mechanism. The fifth part makes a summary of the content of the full text.This study found that rural tourism mainly includes five stakeholders:local government, tourism enterprises, tourists, community residents and community organization. Due to different positions, their interest claims are not the same, so there exists a contradictory relationship between interdependence and mutual struggle. Cilu lake eco-tourism resort is run by a company which own initiatives; however, communities have little participation. Apart from land transfer as well as employment provided by companies, there is virtually no individual operation. In addition, more or less, conflicts exist among five stakeholders, especially apparent among companies, government, and community residents. Since in the early stage of exploitation, tourism propagating and expanding should be considered as priorities for companies. What is more, separation of tourism management and resources owners sows the seed of hidden trouble of being unsustainable which calls for more attention and a benefit coordinating mechanism suitable for real situation in studied area.