10 September 2021, Volume 13 Issue 5
    

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  • TOURISM RESEARCH. 2021, 13(5): 18-31.
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    Under the background of big data, high dimensional data increase significantly makingthe poor result of the effect of traditional clustering algorithm, but the entropy weighting kmeanssubspace algorithm is suitable for high dimensional data clustering and could obtain the influence offeatures on different clusters which improves the clustering effect. This paper obtained part of Yunnantourism data using Python mining on the data of Tongchengnetwork. The natural language processingtechnology such as Chinese word segmentation, keyword extraction, part of speech recognition is usedto mine the travel information in combination with Baidu map API to build the required tourism datamatrices. The entropy weighting kmeans subspace algorithm is used to cluster tourist attractions andauthors based on userkeyword matrix. The clustering results are evaluated by two internal indexes:Dunn index and contour coefficient. The evaluation results show that the entropy weighting kmeanssubspace algorithm has the best effect when the number of clusters is 3.
  • TOURISM RESEARCH. 2021, 13(5): 32.
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    Under the background of tourism poverty alleviation policy, large numbers of villagestried to get rid of poverty by developing tourism. Taking Dayu village in southern mountainous area ofJinan as an example, through questionnaire survey and semistructured interview, the effects and paths oftourism empowerment in this village were analyzed from four dimensions: economic empowerment,political empowerment, psychological empowerment and social empowerment. The results show that: theeconomic empowerment had little achievement and was unbalanced, which owing to the sluggishdevelopment of tourism and the insufficient driving force for local employment and income. The politicalempowerment had less affection, and the villagers had less core political rights such as the right to vote,know and complain in tourism development. The problem of political empowerment is rooted in the lack ofearly system construction of tourism development, which generally erupted in the stage of rapid tourismdevelopment. To prevent this problem, a fair and perfect democratic participation system should beestablished to protect the villagers right of participate in tourism policy. The psychological empowermentand social empowerment had achieved remarkable results, which attributed to such factors as theformation of a single caste in the village and the maintenance of clan ties. There was a close interactionbetween social empowerment and psychological empowerment. So it was necessary to develop the abilityof organizational leadership to further eliminate the obstacles to the empowerment and psychologicalempowerment. Under the background of the poverty alleviation policy in tourism, it was necessary to workout effective paths of community empowerment, such as strengthening the construction of touristattractions, improving the related industries of rural tourism, establishing a longterm poverty alleviationmechanism, cultivating villagers awareness of selfemployment, unblocking the mechanism of publicopinion communication and adjusting social welfare benefits.
  • TOURISM RESEARCH. 2021, 13(5): 45-58.
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    Through the review and integration of the related literatures on tourism corporate socialresponsibility, this study illustrated the value creation effect of social responsibility of tourismenterprises from the perspectives of stakeholder theory, resourcebased view and risk managementtheory, and constructed an integrated analysis framework of value creation on the tourism enterprisesociety responsibility. This framework further explained the path and boundary mechanism of valuecreation of tourism corporate social responsibility from two aspects of intermediary mechanism andadjustment mechanism, and discussed the value response of tourism corporate social responsibility fromfour aspects of tourists, enterprise employees, investors and local residents.
  • TOURISM RESEARCH. 2021, 13(5): 59-71.
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    There is a great significance for the sustainable development of rural tourism to play arole of community participation in the synergetic governance of relationship network. This paperconstructs the theoretical framework of community farmers’ participation in synergetic governance ofrelationship network among the stakeholders of rural tourism, and theoretically expounds the impact ofmarket operation, organizational mechanism, interest linkage and governance environment oncommunity participation in synergetic governance. Based on the typical case of community farmers’participation in rural tourism governance in Zhushan village, Fenghuang County, this paper studies therelationship among market mechanism, organization mechanism, benefit mechanism, governancemechanism and governance effect, and explores the influencing factors of farmers’ participation insynergetic governance of rural tourism network. In view of the problems faced by the community farmersparticipating in the synergetic governance of rural tourism network, the paper proposes to strengthen thelevel of farmers’ organizing, improve the mechanism of benefit linkage, promote enterprises toparticipate in governance activities, strengthen community grassroots governance and so on.
  • TOURISM RESEARCH. 2021, 13(5): 72-87.
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    Joint operation is one of many rural tourism management modes in China, whichrealizes the effective integration of various tourism resources in rural tourism destinations, such as “ company + farmer” mode, “ village cooperative ” mode and so on. In view of the matter thatunfairness affects the enthusiasm of the farmers, even the overall business performance in the currentrural tourism joint operation, this paper, based on the theory of fairness perception, combines with thequestionnaire survey of Maoyang Township, Xiangshan County, Zhejiang Province, discussing therelationship between the relationship governance mechanism and the business performance of the ruraltourism joint operation, and constructing the model of the relationship management mechanismconcluding two dimensions: trust and communication, fairness perception and business performance,and introduce commitment as a moderator between fair perception and business performance. The mainresearch conclusions are followings: the relationship governance mechanism is an important antecedentvariable for fair perception. The relationship governance mechanism can positively affect the jointoperation performance. Fair perception has a positive effect on joint operation performance too.Commitment plays a moderating role between fair perception and the joint operation performance. Therelationship governance mechanism can influence the joint operation performance through fairperception. Therefore, the rural tourism joint operation should establish an effective relationshipgovernance mechanism taking trust and communication as the main body, in order to improve theperception of fairness, further increasing the enthusiasm of farmers. Meanwhile joint operationorganizations should pay attention to the level of commitment of farmers, set up the reasonable incentivepolicy, finally realizing the improvement of operation performance.
  • TOURISM RESEARCH. 2021, 13(5): 88-98.
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    As the ultimate pursuit of tourists, the happiness of tourism has attracted more andmore scholars attention in recent years. A review of 34 Chinese literature on tourism happinesspublished in China in the past 10 years shows that the existing research has not unified the concept oftourism happiness, and the concept of tourism happiness still needs to be clearly defined. The mainbody of the study mainly focuses on residents and tourists, but ignores the important group of enterpriseemployees. Research methods are too limited, among them, the factors that affect tourism happinessmainly covers the demographic characteristics, individual psychological and behavioral factors, socialfactors and tourism destination, and future research needs to strengthen the empirical research, uses avariety of research design and data collection methods, with abundant happiness internal research in thefield of tourism.