Study on the prioritization of stakeholders engaging in educational tourism of karst cave with methods of AHP and Grey Clustering: A case study of Furong Cave in Chongqing
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摘要:
随着研学旅行的火热发展，溶洞研学逐渐成为溶洞旅游发展的新动能。文章以全国五佳研学旅游洞穴重庆市芙蓉洞为例，综合采用米切尔细分法、层次分析法和灰色聚类法构建评估模型，对溶洞研学旅行利益相关者的优先序进行研究。结果表明：（1）芙蓉洞研学旅行利益相关者优先序由高至低依次为芙蓉洞景区管理者、政府部门、研学机构、中小学校、旅行支持企业、研学导师、行业协会与业内专家、家长、学生、公众媒体；（2）芙蓉洞研学旅行利益相关者可分为核心利益相关者（芙蓉洞景区管理者、政府部门、研学机构、中小学校）、重要利益相关者（旅行支持企业、研学导师、行业协会与业内专家）、一般利益相关者（家长、学生、公众媒体）。建议溶洞景区管理者、经营者动态关注各利益相关者诉求变化，依据差序原则，协调各利益相关者，共同促进溶洞研学旅行可持续发展。
Abstract:With the deep integration of culture and tourism, educational tourism has developed rapidly in China. As a tourism product integrating education, educational tourism is helpful to promote the upgrading of cave tourism so that precious cave resources can be developed scientifically and reasonably. Educational tourism can also enhance the value of resources, and extend the life cycle of cave tourism destinations. At the same time, cave educational tourism can enrich educational tourism products, help to cultivate students' core geographical literacy, and guide them to actively participate in the practice of ecological civilization construction. In recent years, products of karst cave educational tourism, a kind of characteristic tourism, have been increasing. As the cave educational tourism is an interdisciplinary and integrated new business form, many stakeholders participate in it. But the difference of stakeholders' demands may affect the healthy and sustainable development of the karst cave educational tourism. In order to solve the current development dilemma, it is necessary for us to define and sort out different stakeholders and list the order of their importance.
Situated in Wulong district of Chongqing in China, Furong Cave is affiliated with Wulong Karst Tourist Area in which some famous scenic spots such as Fairy Maiden Mountain, Three Natural Bridges, and Longshui Gorge are located. Chongqing, where Furong Cave is located, is an experimental zone of educational tourism approved by the Ministry of Education and the only one at a provincial level in China. Wulong district is an experimental district of both social practice and educational tourism for primary and secondary schools in Chongqing. In recent years, relying on tourism resources, Wulong district has endeavored to plan and develop educational tourism. The district has issued a number of policies and documents supporting the development of educational tourism, and planned to transform Furong Cave into an educational tourism base featuring karst heritage and culture. At the same time, Furong Cave was also selected as "2021 National Top Five Caves for Educational Tourism" by Committee on Cave Research, Geological Society of China.
Based on the stakeholder theory and gray system theory, this study is focused on the prioritization and classification of stakeholders engaging in educational tourism of Furong Cave with methods of qualitative and quantitative research, such as analytic hierarchy process, gray clustering method, and Mitchell subdivision method. Firstly, through news mining, telephone interviews and literature analysis, stakeholders were selected. Secondly, based on the stakeholder classification as well as the actual situation of educational tourism of Furong Cave, indexes were determined to build the evaluation model for the importance of educational tourism of Furong Cave. Then, by collecting expert evaluation data and performing the gray clustering model based on the central point mixed whitening weight function, the prioritization of stakeholders were obtained and classified. The study results show that,
(1) Ten types of stakeholders engage in the educational tourism of Furong Cave, including managers of Furongdong Scenic Area, government departments, enterprises supported by tourism, institutions of educational tourism, primary and secondary schools, students, tutors of educational tourism, students' parents, associations and experts in tourism industry, and public media. There are differences among stakeholders in power, economic dependence, influence of social interests, urgency of demand and initiative of taking risk. Different stakeholders exert different influences on educational tourism in scenic spots.
(2) The prioritization in a descending order of stakeholders engaging in educational tourism of Furong Cave is listed as follows, managers of Furongdong Scenic Area, government departments, institutions of educational tourism, primary and secondary schools, enterprises supported by tourism, tutors of educational tourism, associations and experts in tourism industry, students' parents, students, and public media.
(3) According to the ranking of tourism industry, the relevant stakeholders can be divided into core stakeholders (managers of Furong Cave Scenic Area, government departments, institutions of educational tourism, and primary and secondary schools), important stakeholders (enterprises supported by tourism, tutors of educational tourism, and associations and experts in tourism industry) and general stakeholders (students' parents, students and public media).
According to the study results, it is suggested that the managers and operators of scenic spots of karst cave should pay attention to the changes in the demands of various stakeholders, organize and manage stakeholders in an orderly and classified manner with the principle of differential order, and cooperate with them to promote the healthy and sustainable development of educational tourism of karst cave.
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Key words:
- educational tourism /
- stakeholders /
- prioritization /
- AHP /
- gray clustering method /
- Furong Cave
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表 1 芙蓉洞研学旅行利益相关者重要性评估指标说明
Table 1. Evaluation indexes of stakeholders engaging in educational tourism of Furong Cave
评估指标（Vi） 指标内涵 权力性（V1） 在芙蓉洞研学旅行的发展过程中，该利益相关者有权参与决策过程或能够直接影响决策内容的程度以及对于芙蓉洞研学旅行发展的干预性 经济依赖性（V2） 在芙蓉洞研学旅行的发展过程中，该利益相关者与芙蓉洞研学旅行的经济关系密切程度（如，从芙蓉洞研学旅行中直接获得经济收益或是投资芙蓉洞研学旅行建设、发展等） 社会利益影响性（V3） 在芙蓉洞研学旅行的发展过程中，该利益相关者受研学旅行的影响或对研学旅行产生的社会效益程度（如在研学旅行发展过程中获得精神上的满足，或是对芙蓉洞研学旅行产生直接的社会评价等） 需求紧急性（V4） 在芙蓉洞研学旅行的发展过程中，该利益相关者的要求需要回应或满足的紧急程度 风险承担主动性（V5） 在芙蓉洞研学旅行的发展过程中，该利益相关者对于应承担的风险（如资金亏损、安全事故等）的承担意愿 
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表 2 评分标准及含义
Table 2. Rating criteria and contents
分值 含义 1 受评对象S在指标Vi下对芙蓉洞研学旅行发展极端不重要 3 受评对象S在指标Vi下对芙蓉洞研学旅行发展非常不重要 5 受评对象S在指标Vi下对芙蓉洞研学旅行发展一般重要 7 受评对象S在指标Vi下对芙蓉洞研学旅行发展非常重要 9 受评对象S在指标Vi下对芙蓉洞研学旅行发展极端重要 2,4,6,8 表示上述相邻判断的中间值
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表 3 各指标权重及一致性检验结果
Table 3. Test results of weight and consistency of each index
评估指标（Vi） 权重 CR 权力性（V1） 0.3256 0.0111 经济依赖性（V2） 0.2180 0.0085 社会利益影响性（V3） 0.1752 0.0066 需求紧急性（V4） 0.1524 0.0063 风险承担主动性（V5） 0.1288 0.0064 说明：CR为矩阵一致性检验判断值，通常CR<0.1时，说明该判断矩阵具有比较好的一致性。
Explain: CR is the judgment value of matrix consistency test, usually CR<0.1, indicating that the judgment matrix has a relatively good consistency.
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表 4 受评对象分指标的所属灰类
Table 4. Gray category in each index of the evaluated object
指 标 受评对象 权力性 经济依赖性 社会利益影响性 需求紧急性 风险承担主动性 $ {\mathit{e}}^{\mathit{*}} $ $ {\mathit{r}}_{1}^{\left(\mathit{s}\right)} $ $ {\mathit{e}}^{\mathit{*}} $ $ {\mathit{r}}_{2}^{\left(\mathit{s}\right)} $ $ {\mathit{e}}^{\mathit{*}} $ $ {\mathit{r}}_{3}^{\left(\mathit{s}\right)} $ $ {\mathit{e}}^{\mathit{*}} $ $ {\mathit{r}}_{4}^{\left(\mathit{s}\right)} $ $ {\mathit{e}}^{\mathit{*}} $ $ {\mathit{r}}_{5}^{\left(\mathit{s}\right)} $ 芙蓉洞景区管理者 2 0.4500 2 0.5000 2 0.4333 3 0.3167 1 0.3500 政府部门 1 0.2833 3 0.4667 2 0.4167 3 0.3500 1 0.2833 旅行支持企业 4 0.3667 2 0.5333 2 0.3333 3 0.4500 2 0.3667 研学机构 3 0.3167 2 0.5000 2 0.3667 2 0.5000 1 0.3167 中小学校 2 0.3667 4 0.4500 2 0.4333 2 0.4333 1 0.3667 研学导师 3 0.3214 4 0.4500 2 0.4500 2 0.3833 1 0.3214 学生 4 0.5333 4 0.7333 1 0.3500 2 0.3500 2 0.5333 家长 4 0.3333 4 0.4833 2 0.3000 3 0.3667 1 0.3333 行业协会与业内专家 2 0.6667 3 0.4355 2 0.4667 3 0.3667 2 0.6667 公众媒体 4 0.8000 4 0.6667 1 0.3333 4 0.4167 2 0.8000
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表 5 受评对象分指标灰类综合评估值
Table 5. Comprehensive evaluation value of gray category in each index of the evaluated object
指 标 受评对象 权力性 经济依赖性 社会利益影响性 需求紧急性 风险承担主动性 芙蓉洞景区管理者 7.2667 6.7667 6.1333 5.5333 6.7667 政府部门 7.5000 6.2333 7.1000 5.7667 6.2333 旅行支持企业 4.6667 5.0333 5.8333 5.3000 5.0333 研学机构 5.1667 6.5000 6.2667 6.4000 6.5000 中小学校 6.0000 6.7000 7.3333 7.1333 6.7000 研学导师 5.0667 6.3929 6.7333 6.3667 6.3929 学生 4.3333 4.6333 6.5333 6.9000 4.6333 家长 4.8333 5.8000 5.7667 6.4333 5.8000 行业协会与业内专家 5.6000 3.9333 6.6333 5.6000 3.9333 公众媒体 4.0667 3.6000 6.5667 4.5333 3.6000
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表 6 受评对象所属灰类及综合评估值
Table 6. Gray category and comprehensive evaluation value of the evaluated object
受评对象 $ {\mathit{e}}^{\mathit{*}} $ $ {\mathit{r}}_{1}^{\left(\mathit{s}\right)} $ $ {\mathit{U}}^{\left(\mathit{s}\right)} $ 芙蓉洞景区管理者 2 0.4154 6.7351 政府部门 2 0.3290 6.5461 旅行支持企业 3 0.3154 5.6087 研学机构 2 0.3414 6.2832 中小学校 2 0.2868 6.1267 研学导师 3 0.3589 5.5793 学生 4 0.4947 4.9038 家长 4 0.3477 5.3408 行业协会与业内专家 3 0.3616 5.1600 公众媒体 4 0.5624 4.3800
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