TROPICAL GEOGRAPHY ›› 2016, Vol. 36 ›› Issue (2): 245-252.doi: 10.13284/j.cnki.rddl.002826

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Excessive Commercialization in Ethnic Minority Villages: A Case Study of the Xijiang Miao Village

SUN Xiaolong1,GAO Jie2   

  1. (1.School of International Tourism & Culture,Guizhou Normal University,Guiyang 550001,China; 2.School of Geography & Tourism,Guizhou Normal College,Guiyang 550025,China)
  • Online:2016-03-31 Published:2016-03-31

Abstract: Taking Xijiang Miao Village as a case, based on an M-R theoretical model that in view of “stimulus – organism-response”, this study submits a conceptual model of commercial perception and examines the relationship between the predetermined variables affecting the tourists’ perception and commercialization through SEM by using SPSS and AMOS. The results show that tourism space environment, resident social forms and tourism subsidiary products have positive influence on tourists’ commercial perception, and tourism business environment has indirect influence on tourists’ commercial perception. Meanwhile, taking into account the stakeholders involved to commercial factors, and based on the empirical analysis, this research discusses the push and evolution mechanism of tourism commercialization from view of the “stimulus-response”. This study argues that the core cause for excessive commercialization of Ethnic Village Resorts such as Xijiang Miao Village is irrational allocation of property rights and the lack of effective management mechanism. Finally, this study proposes some suggestions for regulating excessive commercialization in Ethnic Minority Villages: 1) In terms of technical means, this kind of resorts needs to strengthen the custom flow control, and to plan marketing and tourism service facilities. 2) In terms of system management, the resorts should build a reasonable property right system and clarify the scope of ownership. 3) The resorts should construct a development model or platform which meets the interests of all stakeholders.

Key words: ethnic villages, tourism commercialization, commercialization perception, M-R Model, property right system, Guizhou