从利益相关者视角评价乡村旅游绩效——以湘西土家族苗族自治州为例

乡村旅游对促进乡村区域发展具有重要意义，对乡村旅游绩效进行评价能发现乡村旅游发展中存在的不足.基于利益相关者理论，从游客、社区居民、开发主体三个视角构建乡村旅游绩效评价体系，并对湘西乡村旅游发展进行评价，发现存在以下问题：（1）基于游客感知的乡村旅游整体环境满意度较差，旅游产品性价比不高；（2）社区居民对环境绩效感知不明显，乡村旅游对当地居民收入提升影响不高；（3）开发主体客源市场不稳定或市场来源单一，员工培养重视程度不够.从完善旅游服务设施建设，增强区域合作，构建无景区化乡村旅游社区等方面提出了提升乡村旅游绩效的对策.

Performance Evaluation of Rural Tourism from the Perspective of Stakeholders:a Case in Xiangxi Autonomous Prefecture

Rural tourism is critical to the development of a rural area.Based on the stakeholder theory,the performance evaluation system of rural tourism is created from the perspectives of tourists,local residents and tourism developer.The evaluation of rural tourism development in Xiangxi Autonomous Prefecture shows the following problems:(1) tourist satisfaction with the overall environment of rural tourism is low,and the rural tourism product is not cost-effective;(2) the local residents have no conspicuous awareness of the environmental performance,and the rural tourism lead to small growth in local residents' incomes;(3) the sources of tourists are unstable and single,and little attention has been paid to the development of employees.In order to improve the performance of rural tourism,some countermeasures are proposed in terms of service facility improvement,regional cooperation,and the rural tourism community establishment.