The Research On Tourism Development Mode Of Ethnic Villages From The Perspective Of Stakeholders

The development of rural tourism is an effective way for minority villages to improve productivity,shake off poverty and become rich,and realize rural revitalization.There are different development modes in the tourism development of ethnic minority villages in China,which can be roughly divided into "village independent development","governmentassisted development","enterprise investment development","villagebased multi-subject development" and so on.The Tibetan village of Yak Farm in Ninglang Yi Autonomous County,Lijiang City,Yunnan Province,is the only Tibetan village in Lijiang City,which has put forward the requirements of developing tourism with ethnic cultural characteristics in recent years.This paper systematically analyzes the advantages and disadvantages of the tourism development model of ethnic villages in China.Through field visits,questionnaires and interviews,this paper investigates and studies the attitudes of stakeholders such as yak farm Tibetan residents,local governments,investors,social welfare organizations and individuals,experts and scholars.It is found that the Tibetan residents of yak farm lack the economic and management ability to develop village tourism independently.It is also difficult for the government to invest a lot of money and organizational manpower for development,and the investment intention of enterprises is weak.Although the residents of the village are inclined to foreign capital investment but do not want foreign capital to compete with the people for profits,especially rejecting foreign capital to force the villagers to relocate the whole village for development.As a third-party social welfare organization,because of its own public welfare,altruism,willingness and fairness,it can provide early financial support for the tourism development of ethnic villages to help villagers get rich.Combined with the reality of the previous social public welfare funds supporting the development and construction of Tibetan villages in yak farms,this paper introduces social public welfare organizations to participate in the tourism development of ethnic villages.This paper puts forward the path model of tourism development of Tibetan village in yak farm,which is driven by social public welfare funds,residents as the main body,government assistance and professional team guidance,and explores the feasibility of using public welfare funds to drive the development of rural tourism.It provides a new paradigm for the development of village tourism in China in the new era.