Research On The Promotion Mechanism Of Tourist Attraction Based On Platform-Based Business Ecosystem

With the sustained and rapid development of domestic tourism,the number and scale of tourist attractions have also continuously expanded,and some scenic spots have shown a trend of development in multiple industries.The internal management of scenic spots is more complex.However,the existing management research is still more traditional tourist attractions,mostly discussing the attribution of ownership,management rights and management rights,the study is still confined to the three basic elements of management subjects,objects and functions.In the face of the emerging prototype of the platform-based commercial ecosystem of tourism resorts,the academic community has not been able to explore the management model of tourist attraction operators from the perspective of platform-based business ecosystems,which has helped upgrade the tourist attractions.This study is based on the perspective of the business ecosystem platform to explore tourist attractions operators to operators of tourist attractions governance mechanisms,mechanisms and propose appropriate direction for upgrading tourist attractions,in principle.First of all,this research through the literature review,logic deduction and variable definition,constructs the "governance-mode-upgrade" tourist attraction commercial ecosystem theoretical model.Secondly,conduct in-depth interviews and second-hand data on Wuzhen tourism scenic spot and Hengdian scenic spot's background and development status,the logic of scenic spot platform management,the connotation of scenic spot platform model,and the upgrading of scenic spot commercial ecosystem.Finally,using the in-case analysis and cross-case comparison research methods,we construct the operational ecosystem upgrade mechanism for tourist attractions and deduct the mechanism chain of "platform ecological governance—platform ecological model—platform ecosystem upgrade".Based on the above-mentioned scientific research methods,the main research conclusions obtained in this study are:(1)The governance of the commercial ecosystem of platform-based tourist attractions consists of two parts:the governance of the business boundary of the platform and the openness of the platform.The former mainly solves The relationship between the platform and the platform participating in the subject,the latter mainly solves the relationship between the platform's actual subject and the external potential competitors;(2)It is different from the "low integration" and "height" of the"Internet" platform.Open governance model,platform-based tourist attractions are more willing to choose the "highly integrated" and "low degree of open" governance model;(3)platform-based tourist attractions model connotation is the exchange platform and innovation platform for the joint role.The trading platform makes the participants who want to stay on the platform form a competitive relationship that enables the newly entered platform participants to obtain the resources and capabilities of the squeezed enterprise.The market matching mechanism between the supply and demand sides of the innovation platform will play a role in linking resources and capabilities with new opportunities that emerge,resulting in a new supply-demand matching process.Eventually,a balance will be formed between the attributes of the trading and innovation platform.(4)The platform-type tourist attraction upgrades the commercial ecosystem through the dual equilibrium role of the trading platform and the innovation platform.The adoption of phase-out and innovation platforms for trading platforms,the liberalization of trading platforms and the fostering of innovative platforms,the use of trading platforms and the discovery of innovative platforms to promote the productivity,diversity,and stability of the platform-based tourist attraction business ecosystem.This study contributes to management theory.On the one hand,unlike the"low-integration" and "highly open" governance models adopted by "Internet"platforam-led operators,the platform-based tourist attraction commercial ecosystem prefers to adopt "highly integrated" and "lower degrees" "Open" governance model.Therefore,this study has enriched and developed the existing research on the governance model of the"Internet" platform.On the other hand,unlike traditional tourism scenic spots that are subject to management subjects,objects,and functions,this study starts from the main body of tourist attractions and explores the upgrade of commercial ecosystems in tourist attractions based on the "platform-based business ecosystem" perspective.Therefore,this study expands the research boundaries of tourist attractions and enriches and develops relevant theories and methods of tourist attractions.