社区参与下的旅游景区竞合关系演变机理及协调机制：基于演化博弈的多案例实证研究

The scenic spots and communities has established a strategic partnership in supply chain by community participation, while the two sides have been incorporated into the interactive process between value creation (cooperation) and value division (competition). Along with community participation into further development, the the value division of scenic spots and communities is becoming more competitively, and has been gradually showing a Pareto improvement competing game series. However, there have not been many comprehensive studies on coopetition relationship between tourist attractions and community under the community participation in tourism academic field, and it is uncommon to see the result of the core content of evolution mechanism. The project is intended to be placed the competition and cooperation in a unified analytical framework of tourist attractions, using the approach of evolutionary game and combining several cases for spatiotemporal and systematic analysis of the evolution process with coopetition relationship of scenic spots by community participation. Meanwhile proved deeply influencing factors and the mechanism of the coopetition relationship between scenic and community, in order to explore the coordination mechanism of relationship system evolution. The research that promises to realize innovation in the research of coopetition relationship evolution and the application method of evolutionary game. It helps to improve the in-depth study of coopetition theory research, and promote the relationship among supply chain's members based on "competition and benefit balanced, cooperation can be long", which have a significant practice sense of community participation.

社区参与下旅游景区与社区之间已建立起事实上的供应链战略伙伴关系，同时双方也被纳入了价值创造（合作）与价值分割（竞争）的互动过程。伴随着社区参与向纵深方向推进，景区与社区双方对价值分割的竞争也越演越烈，并已逐渐呈现出竞合博弈的帕累托改进系列。然而，目前国内旅游学界对社区参与下旅游景区与社区之间竞合关系的综合研究不多，更鲜见对其演变机理核心内容的研究成果。本项目拟把竞争与合作置于旅游景区的统一分析框架内，运用演化博弈方法，结合多个案例，对社区参与下旅游景区竞合关系演变过程进行系统的时空分析，深入探明影响景区与社区双方竞合关系演变的因素及其作用机理，最终探寻其关系演进的系统协调机制。研究成果有望在旅游景区竞合关系演变机理研究内容上和演化博弈应用方法上实现创新；有助于推进旅游景区竞合理论研究的深入，对推动旅游景区供应链成员之间基于"竞争得益均衡时，合作是可以长久的"社区参与实践具有重要的现实意义。

针对乡村旅游景区企业与社区之间越演越烈的价值争夺态势以及社区参与景区门票分成实践的博弈演进，而国内旅游学界却鲜见对其竞合关系及其演变机理的研究现状，本项目综合运用竞合理论、组织间关系理论、社区参与理论、相对剥夺理论、《物权法》及演化博弈等理论方法，把竞争与合作置于旅游景区的统一分析框架内，在对多个案例景区 (如安徽西递宏村、江西婺源李坑/篁岭、贵州千户苗寨/郎德上寨、云南西双版纳傣族园、红河元阳哈尼梯田、大理洱海等)进行实地调研的基础上，对社区参与下旅游景区竞合关系的时间演变态势进行了系统研究，探明了景区社企双方竞合关系的演变机理，并构建了相应的协调机制。本项目的理论创新在于：①将社区参与下旅游景区的社（区）企（业）关系视为景区纵向价值链之竞合关系，并将其纳入“资源合作”决定“价值分割/竞争”逻辑框架进行演化机理分析，推动了竞合理论、社区参与理论与乡村旅游实践的有机结合；旅游地役权概念的提出及其类型体系的构建（包括旅游观赏、汲水/引排水、通行地役权等）以及实证分析，是对我国地役权制度的创新应用。②方法创新，即首次将演化博弈方法运用于社区参与下旅游景区竞合关系的演变机理分析，是演化博弈方法在旅游领域应用的创新突破。本项目的伦理价值及其应用前景在于：①旅游地役权制度的提出，不仅丰富了旅游社区制度增权理论，也是未来社区旅游“依法增权”、“依法治旅”管理的有力制度抓手；且多篇相关论文的发表，也表明了地役权制度机制对于原生古村落景区竞合问题的解释力与解决力。②社区参与旅游景区门票分成实践，一定意义上可视为社区旅游地役权价值购买/补偿之举，在一定程度上解决了乡村旅游发展中社区资源权益的被剥夺、村民对其旅游资源缺乏保护内在动力以及“赋予农民更多财产权利”等现实问题。

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