Research On The "Excessive Commercialization" Of Autonomous Tourism Communities

While the development of tourism destinations brings rapid development to the local economy,the excessive commercialization problems have seriously restricted the local sustainable development.In recent years,under the social background of vigorously advocating community self-governance in China,the excessive commercialization of autonomous communities with tourism attractions has become a new hot spot and difficulty.Based on this,this paper first defines two basic concepts by means of literature research,field investigation and in-depth interview.The excessive commercialization of tourismrefers to the excessive pursuit of economic benefits of tourism in the development process of tourism destinations,and the satisfaction of tourists'consumption demand for commodities in destinations is far more than the satisfaction of tourists' experience demand for core resources in destinations.These behaviors result in the number of tourist shops exceeding the number of life-style shops,the fading of local characteristic culture,the homogenization of tourist commodities,and the substitution of economic capital for cultural capital,which ultimately affect the sustainable development of the local area.Tourism community education refers to the activities that take the community as the starting point and all members of the community as the object of cultivation,aiming at exploring and utilizing local characteristic resources,promoting the understanding and identification of all members on community characteristic resources,agglomerating community consciousness,giving play to the subjective initiative of all members,enabling all members to carry out tourism activities around characteristic resources,so as to improve the overall quality of the community and enable the community to obtain sustainable development.Secondly,this paper reviews the general situation and tourism development of Zengcuoan community in Xiamen and points out the excessive commercialization of tourism in the current community.Thirdly,this paper uses the theory of creative destruction,externality,differential rent and game theory to analyze the threshold of excessive commercialization of tourism autonomous communities and draw the conclusion:without the participation of the local government in specific governance,the pursuit of maximization of individual interests by local residents,foreign businessmen and tourists has brought about external diseconomy,and their common behaviors have resulted in the excessive commercialization of tourism autonomous communitiesFinally,the paper proposes the strategy of adopting community education to solve the excessive commercialization.By introducing the theory of endogenous development,the effectiveness of community education is analyzed.The paper also analyzes the successful case"taomi community in Taiwan" and concludes that changing people's ideas through community education is the key to the success of community building.Then,this paper summarizes the achievements of Zengcuoan community in Xiamen through self-governance and puts forward an idea that through the guidance and the transformation of all members of the community concept and focusing on the core tourism resources of the community,closely surrounding the core resourcesand carrying out the community tourism education by dividing the responsibilities and roles of the community subject,so as to make the community move towards sustainable development with the joint efforts of all the members.