CAJ | 학술논문

探索符合生态旅游内涵和特色的经营管理模式，是生态旅游景区管理方面有较强理论和现实意义的课题。现有研究多偏向生态旅游产品设计、设施建设等开发管理内容，基于经营管理主体的视角对生态旅游景区管理的框架、方法和手段进行的研究十分鲜见。三亚南山文化旅游区在实践中构建了以企业化经营管理体制为依托，以系统化、国际化、人本化管理理念为指引，以准军事化＋标准化体系＋游客满意系统为内容，以协调和创新化经营管理方式为支撑的“四位一体”式经营管理模式。该经营管理模式特征主要包括：科学的发展理念是景区内涵式、特色化发展的“指南针”；高效能的综合管理体系为景区提供良好的技术和服务支撑；科学研究和综合化人才培养是景区持续发展的保障。同时，南山文化旅游区的经营管理也面临尴尬状况。通过对该景区经营管理模式运行特征的剖析和面临问题的思考，可为我国生态旅游景区相关管理实践提供一些有益启示和借鉴。
탐색부합생태여유내함화특색적경영관리모식，시생태여유경구관리방면유교강이론화현실의의적과제。현유연구다편향생태여유산품설계、설시건설등개발관리내용，기우경영관리주체적시각대생태여유경구관리적광가、방법화수단진행적연구십분선견。삼아남산문화여유구재실천중구건료이기업화경영관리체제위의탁，이계통화、국제화、인본화관리이념위지인，이준군사화＋표준화체계＋유객만의계통위내용，이협조화창신화경영관리방식위지탱적“사위일체”식경영관리모식。해경영관리모식특정주요포괄：과학적발전이념시경구내함식、특색화발전적“지남침”；고효능적종합관리체계위경구제공량호적기술화복무지탱；과학연구화종합화인재배양시경구지속발전적보장。동시，남산문화여유구적경영관리야면림감개상황。통과대해경구경영관리모식운행특정적부석화면림문제적사고，가위아국생태여유경구상관관리실천제공일사유익계시화차감。
It is a problem with very intense theoretic and realistic meaning to probe into a mode of operation and management in accordance with the connotation and feature of ecotourism. The current research concerning ecotourism attractions is more concentrated on the environment, community, visitors and other managed objects. And the contents of the current research are mainly partial to the exploitating management ,including the design of ecotourism product, the constructions of facilities, etc. In the meantime, research on framework, methods and means of management of ecotourism attractions is very uncommon from the point of the main body of operation and management. Nanshan Cultural Tourism Park at Sanya is made of artificial ecotourism attractions with the theme of the Buddhist culture. Since the beginning of development in 1998, the managers of Nanshan Cuhural Tourism Park have persisted in exploring and building a proper system of operation and management which is in accordance with the concept of ecotourism development. And the park has obtained significant benefits in practice owing to the system they have successfully made in Nanshan. From the view of the level of operation and management, the ＂four-in-one＂ mode of operation and management has been founded in Nanshan Cultural Tourism Park in practice, based on system of enterprizational management, with the guidance of systematic , international and humanistic idea for development and management, with paramilitary management, standardization and visitor-satisfied system as the substance , and by the support of harmonized and creative means for management. But the park is also faced with discomfiture in its operation and management. By making some analysis on the park, s character of management mode and pondering some problems it has been faced, we can summarize its developmental experience and insufficiency so as to bring out some inspirations for China, s ecotourism attractions. As to the characteristics of the mode of operation and management in Nanshan Cultural Tourism Park, it could be illustrated from the following aspects. Firstly, the scientific concept of development is the ＂compass＂ that can lead the park to connotative and characteristic development. Secondly, it is the integrated management system with high-performance that provides the park with great support of technology and service. Thirdly, scientific research and talent training have ensured the sustainable development of Nanshan Cultural Tourism Park. On the other hand, the management of Nanshan Cultural Tourism Park is also faced with embarrassments. In the minds of most visitors, the utilitarian business atmosphere is too thick in the park. And from the managers, point of view, the contradiction between the park and the communities around is too complex and difficult to be tuned, which has formed an incompatible ＂musical note＂ with the ＂Harmony Nanshan ＂ development strategy. This paper argues that the problems faced by the Nanshan Cultural Tourism Park are not the inevitable results of the managers, subjective behaviors. In essence, the contradictions between the park and the communities around are related to a problem with more broad and more complex relationships of tourism stakeholders. The key point is that the managers of the park fail to consider how to provide the residents of the communities with more and better opportunities of tourism participation from the view of community, s full and effective development. And the managers also fail to establish an effective system of education and training for the communities in order to promote the residents＇ cultural literacy and business awareness. So the responsibility of ecotourism for community development is not truly reflected , and community, s tourism participation can not be put into real implementation as a result. From the fundamental point of view, this should be the origin of the increasingly complex community conflicts of interest faced by the managers of the park. When it comes to the relevant practices of operation and management in Nanshan Cultural Tourism Park, it is a task which is quite worthy of further study on how to set up a symbiotic development mechanism within the framework of management in the park, so that the effectiveness, responsibility and sustainability of the unified operation and management of ecotourism attractions can be achieved.