Research On Tourism Development Strategy Of Traditional Villages In Zhangzhou City From The Perspective Of Multi-stakeholders

As the main space carrier of China’s farming civilization,tradit ional villages contain rich material and intangible cultural heritage e lements,which are the foundation of Chinese people’s memory and cultural self-confidence.With the continuous advancement of industri alization and urbanization,a large number of traditional villages hav e been inundated in the vast history,and the traditional village prot ection model needs innovation.In the new era,rural tourism development has become a hot s pot in China’s tourism industry and has achieved remarkable results.The unique resource endowment advantages of traditional villages have great development potential,and the economic benefits brought by tourism development are of great benefit to tapping the “hemat opoietic function” of traditional village protection and development.Due to the fragility of traditional villages,the uncertainty of touris m market,and the heterogeneity of behaviors of various subjects,it is necessary to evaluate the tourism development potential before making decisions on traditional village tourism development,and to identify the suitability of tourism development.To optimize resourc e allocation.At the same time,it is necessary to make a reasonableanalysis of the demands of the multi-stakeholders,conduct scientifi c intervention,and coordinate the phenomenon of conflicts of intere sts between the various subjects.In view of this,this paper takes 45 “national” traditional villag es in Zhangzhou City as the research object,and uses literature res earch,field research,qualitative and quantitative analysis to combine research methods.On the basis of expounding the background and significance,methods and purposes,ideas and objects of this paper(Chapter 1);clearly defining related concepts,taking stakeholder th eory,game theory,symbiosis theory as the research perspective,and carrying out research progress in academic circles Review(Chapter2);By constructing the evaluation index system of tourism develop ment potential,the traditional villages are evaluated by means of en tropy method,and the top three villages in Tianluokeng Village,Ta xia Village and Shanzhong Village are determined as the study of t his multi-stakeholder.The main villages(Chapter 3);using the expe rt consultation method to identify the multi-stakeholders as the core,support and marginal layers,in which the core interests are the m ain bodies of the competent units,tourism operators,villagers and t ourists,using Likert five-subscale questionnaire surveys the interest appeal tendency,and combines the factor analysis method to proces s the data(Chapter 4);through the analysis of the interests appealtendency,using the game analysis method,the game behavior of ea ch subject in different development stages Solve,analyze its contrad ictions and conflicts and equilibrium state intervention(Chapter 5);finally,give Conclusion and policy paper studies the proposal.The main findings of this paper are:(1)Although the “national level” traditional villages in Zhangzh ou City have strong resource endowment advantages,there are still cases of resource mismatch.The evaluation results of tourism devel opment potential indicate that the villages represented by Tianluoken g Village,Taxia Village and Shanzhong Village have strong tourism development potential,and have a certain development foundation i n the actual development process.(2)In the analysis of the tendency of interest appeal of multi-s takeholders,it can be seen that the interests of each subject have c ertain commonality and individuality.The common part is that the protection of traditional village resources has formed a certain conse nsus.The part of personality is different in their respective roles an d roles.The interests of each subject are clear and strong.(3)Due to the complexity of the interests of various subjects,their performance and decision-making behavior are completely diffe rent in the specific context of different tourism development stages.This leads to the emergence of complex game behaviors.In orderto avoid conflicts and maximize the benefits of each subject,multiparty cooperation is required in the game process.Through the above analysis,this paper believes that tourism de velopment as an important means of traditional village protection,it s fundamental purpose is to achieve the coordination of endogenous power and external forces through the participation of multiple sta keholders,and ultimately realize the symbiotic development of each subject in traditional villages..Therefore,in the process of touris m development,it is necessary to make institutional arrangements f or the expression of interest claims,the distribution of benefits,and the development of symbiosis.