【摘要】 负面报道不仅反映了遗产旅游景区目前存在的管理问题,也反映了景区利益相关者之间的负面关系。采用社会网络分析方法探讨遗产旅游景区负面事件中的利益相关者关系网络,研究发现位于网络核心层的是地方政府、景区管理机构、旅游者、社区居民、景区旅游经营公司、外部旅游企业及从业者、社区商家,他们是负面事件中的主要行动者。处于网络边缘层的是国家行政部门、当地政府职能部门以及各类压力集团,他们在负面事件中扮演监管者或监督者的角色。在关系网络中发挥中介作用的是当地公检法部门、媒体和社区居民组织(居/村委会),主要是充当不同利益相关者之间的沟通纽带或关系协调者。从整体上看,遗产旅游景区负面事件中利益相关者的关系内容集中表现为监督者对主要行动者的监督、协调者的沟通协调以及主要行动者之间的矛盾冲突,包括关系冲突、利益冲突、价值冲突以及权力结构性问题。更多还原

【Abstract】 China is currently ranked second in the world in terms of the number of World Heritage Sites it contains. In conjunction with a surge in World Heritage Site applications, there have been frequent negative reports in the media regarding heritage tourism scenic spots. This negative publicity has revealed a range of managerial problems in relation to these spots, and it has also revealed the existence of negative relationships between various stakeholders. Previous studies have focused on the impact of negative publicity and coping strategies, while less attention has been paid to the actors involved and their negative interactions. In this study, we apply stakeholder theory and social network analysis to explore the networks among various stakeholders and their relationships in terms of negative interactions in relation to heritage tourism scenic spots. A sample of 41 scenic spots that were included in the World Heritage List as of 1 January 2012 were selected as the research objects, including 29 World Cultural Heritage Sites, eight Natural Heritage Sites, and four Cultural and Natural Heritage Sites. Negative reports were obtained from five mainstream media websites using Baidu News Search during the period 1 January 2012 to 31 December 2016. The analysis was divided into three steps. First,using the content analysis method and taking negative events as the unit of analysis, we categorized the negative events into three levels: the product level, personal level, and organizational level. Second, we coded the dyadic relationships displayed in relation to the negative events and generated a symmetric adjacency matrix. The term“relationship”refers to a situation in which there is a connection between stakeholders. If there is at least one connection, the relationship is coded as 1, otherwise it is coded as 0.UCINET 6 was used to analyze the data and identify the network that existed among the various stakeholders. By calculating the centrality index values for the various networks, we identified the key stakeholders regarding negative events occurring in relation to heritage tourism scenic spots. Finally,using our network analysis combined with the content analysis of the negative media reports, we identified the types of relationships among the various stakeholders. The results of this study indicate that local governments, the agencies managing heritage tourism scenic spots, tourists, residents, scenic spot tourism companies, external tourism companies, and community merchants are located at the core of the network, and thus are the primary actors in the negative events that occur. Meanwhile, national government agencies, local government departments, and most media organizations are located at the periphery of the network, and they play a regulatory role in relation to negative events. Public security organizations, the media, and residents’ organizations(e.g. neighborhood/village committees) act as communication links or relationship coordinators between the various stakeholders. Overall, the stakeholder relationships in terms of negative events are concentrated on the regulators’ supervision of the primary actors, the coordinators’ management of their relationships, and the conflicts between the primary actors, which include conflicts regarding their relationships, conflicts of interest, conflicts regarding values, and structural conflicts.更多还原