Research On The Co-creation Of Tourism Value Of Hani Terrace Agricultural Cultural Heritage Site In Yuanyang

Yuanyang Hani terraces,after strict review and screening,were awarded the World Cultural Heritage and Globally Important Agricultural Heritage Systems in2013 and 2014,which shows that Yuanyang Hani terraces have precious value.The successful declaration of world cultural heritage and Globally Important Agricultural Heritage Systems has also brought new opportunities to the tourism development of Hani terraces.However,in the actual development,it is faced with bottlenecks such as the absence of local residents,tourism development is fragmented,homogenization is serious,conflicts between relevant development subjects are highlighted,and brand effectiveness is low.The unstable factors in the social environment are increasing day by day,and the government led development model of agricultural cultural heritage tourism has long lacked development vitality.Relying solely on a single entity cannot withstand the risks brought by the complex social environment,and the limitations of a single development entity are becoming increasingly prominent.In addition,the current country advocates the integration of agriculture,culture,and tourism,promotes the optimization and upgrading of the agricultural industry chain,expands various functions of agriculture,and promotes industrial integration.Many experts in the academic community have invested in the research of agricultural cultural heritage tourism,attempting to explore an effective development model for agricultural cultural heritage tourism.However,there is currently no mature development model for agricultural cultural heritage tourism.This article takes the Hani terraced fields in Yuanyang as a case study,and based on the value co creation theory,uses literature analysis,survey research,social network analysis,and induction methods to study the interactive relationship between multiple subjects in the Hani terraced agricultural cultural heritage site in Yuanyang.Firstly,based on a review and summary of the literature,a three-dimensional classification method was used to identify and classify the multiple stakeholders involved in the value co creation of the Hani Terraced Agricultural Cultural Heritage Site in Yuanyang.Secondly,based on the concept that interests are the driving force of value co creation,value co creation is the collaborative creation among stakeholders,and stakeholders are the main body of value co creation.By transforming stakeholders into the role of Hani terraced value co creators,the social network analysis method is used to analyze the interactive relationship of Hani terraced value co creators in Yuanyang,revealing the characteristics and existing problems of the network of interactive relationships among Hani terraced value co creators in Yuanyang.Finally,the study aims to achieve value co creation,revealing the existing problems and constraints of Hani terraced field value co creation along interactive clues.The optimization strategy for Yuanyang Hani terraced field agricultural cultural heritage value co creation is proposed from four aspects: goals,principles,requirements,and mechanisms,providing direction for the sustainable development of culture and tourism in Hani terraced field scenic areas in Yuanyang.At the same time,it can also provide practical guidance for the development of tourism in other similar tourist destinations.Research shows that there are a series of problems in the value co creation and development process of Yuanyang Hani terraced fields.Overall,the interactive relationship network presents a state of chain network segmentation and disorderly development,and the network connections between heterogeneous subjects and the same type of interactive relationship are not close;From the perspective of type,the power of the main body in the interactive relationship network is imbalanced,and the government group has absolute strong power in development;From a value perspective,the value-added space of interactive relationship networks is insufficient,and there is a lack of appropriate connecting bridges between entities,leading to excessive competition in the development of relationships,and insufficient participation by tourists;From the perspective of co creation results,there is insufficient collaboration and sharing of benefits among the entities of the interactive relationship network.Among different types of value co creation entities,the order of interest acquisition is government,enterprises,and communities.There is also an unreasonable distribution of benefits among the same type of value co creation entities,with large tourism enterprises squeezing the interests of small and medium-sized enterprises and occupying an advantageous position in interest distribution;From the perspective of interactive content,the value co creation of Hani terraced tourism faces a series of constraints in the promotion process,particularly manifested in the constraints of dispersed value co creation resources,insufficient capacity of value co creation entities,weak awareness of value co creation,and insufficient participation of tourists.Therefore,this article believes that on the basis of clarifying the goals,principles,and requirements of value co creation,it is necessary to construct a value co creation development mechanism from four aspects: value co creation environment,subject incentives,interest coordination,interest supervision,and specific operation,in order to provide ideas for the high-quality development of Hani terraced tourism value co creation in Yuanyang.