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森林旅游投资建设战略理论研究
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摘要
森林中清新的空气、清洁的水体、高浓度的空气负离子、植物精气含量高的树种配置、舒适的小气候、空气细菌含量少、没有噪音污染、放射性辐射水平合适等优良的森林生态环境以及森林旅游本身具有资源保护与开发效益同向发展、良性互动、带动功能强、就业容量大的独特优势,有着巨大的发展潜力和广阔的发展前景。随着社会经济的发展和居民生活水平的提高,参与森林旅游活动,回归自然、欣赏自然已成为现代生活方式的一个重要特征。近年来,随着作为森林旅游发展基础的森林旅游景区的不断开发,促进了森林旅游业的进一步发展。然而,不少森林旅游景区在进行投资建设实践中有悖于森林旅游生态环境保护初衷的现象时有发生,粗放性和盲目地森林旅游投资导致景区生态环境严重破坏。因此,如何寻求森林旅游投资建设达到生态效益、社会效益、经济效益的三者统一,是森林旅游投资建设必须面对的问题,也是森林旅游投资领域长期以来没有得到很好解决的难点问题。基于这一现实,本研究选择了森林旅游投资建设战略理论作为研究对象,并以江西省为例进行实证研究,以此为突破口解决森林旅游投资建设面临的热点难点问题。
     本研究从宏观理论与微观实践的中间层面对森林旅游投资建设要素、建设项目对环境社会经济影响的战略分析、投资建设的战略目标与重点、投资的战略主体、投资建设的战略选择和战略管理等理论进行了系统研究,针对中国森林旅游投资建设现状,力求研究出一套切实可行的战略方案。整个研究以森林旅游生态环境等资源保护为主线,围绕森林旅游投资建设战略理论六大要素需要解决的主要问题,应用理论研究与实证研究相结合、定性分析与定量分析相结合、经验判断与数学分析相结合、比较分析与案例分析相结合、文献调查与实地调查相结合、传统研究与现代科技相结合的方法,经过典型调查、问卷调查、案例分析、技术咨询、国内外文献资料收集整理、现行政策性法规收集整理、现代遥感技术的分析应用,从以下几方面进行了森林旅游投资建设理论研究,并以江西省为例对这些理论的合理性进行了实证研究。
     (1)森林旅游投资建设战略环境分析研究。为增加战略制定的适应性、可靠性,探讨战略制定的依据,本研究全面地综述了国内外森林旅游研究成果,在此基础上提出了森林旅游是一种生态保护方法的全新观点。同时综述了国内外有关投资建设和战略管理的研究成果,并从中国森林旅游投资建设现状分析入手,依据生态学和森林旅游学理论,提出了森林旅游景区功能分区原则。同时深入地分析了森林旅游景区建设项目对环境、社会和经济的影响,构建了森林旅游利益相关者战略三角模型,建立了森林旅游建设项目环境影响、社会影响和经济影响评价方法,从而为战略制定提供基础平台。
     (2)森林旅游投资建设战略目标研究。战略目标是为森林旅游投资建设规划一个发展愿景,据此本研究提出了森林旅游投资建设战略的指导思想、基本原则和发展目标。
     (3)森林旅游投资建设战略重点研究。战略重点是指那些事关战略目标能否实现的重要而又薄弱的项目和部门。本研究依据森林旅游本质要求,首次提出了森林旅游环境投资建设、森林旅游产业投资建设、森林旅游文明投资建设和森林旅游政治投资建设四大投资重点领域,从而逐步实现森林旅游投资建设的宏观目标。
     (4)森林旅游投资战略主体研究。主体问题是中国投资体制改革的核心问题。本研究依据中国投资体制改革方向,提出了基于中国国情的森林旅游投资战略主体为在政府主导下,以社会投资主体为主,政府仅从事部分基础设施等公益项目投资。同时提出了投资主体之间存在良性互动、消极互动和相互竞争三层:互动关系,制定森林旅游投资战略必须要充分调动投资主体的积极性,以实现投资主体之间的良性互动和公平竞争。
     (5)森林旅游投资建设战略选择理论研究。战略制定过程实质上是战略选择过程,战略选择是投资建设方案不断优化的过程。本研究按照森林旅游投资建设空间大小的顺序,一是从区域的角度,借鉴生态学、森林旅游学和产业经济学原理,建立了森林旅游投资建设重点投资区域选择理论。该理论通过建立6项一级指标和9项二级指标构成的指标体系与模型,采用层次分析法,分两个维度和三个步骤进行,对许多不同的森林旅游投资区域进行选择,把那些定性分析和定量分析都比较符合要求的区域确定为地方森林旅游重点投资区域进行扶持、培育;二是从项目的角度,运用生态经济学原理,在国内首次提出了建立森林旅游重点投资项目储备库的方法,同时开发了重点投资项目评估系统,并运用主成分分析法建立了由9项一级指标和34项二级指标构成的指标体系及储备库评价模型,根据评价的结果,作为重点项目选择的一个重要指标,从而提高投资项目前期工作质量;三是从产品的角度,运用生态旅游规划学原理,在森林旅游规划总体布局的基础上进行产品设计,建立了森林旅游产品规划选择理论。该理论根据森林旅游产品的内在性质与外在要求,通过建立由4个因素层和10因子层构成的森林旅游产品规划的量化因素指标,采用因素评价法进行各因素指标的权重分析,最终按照综合评价分值建立定量化的森林旅游产品规划模型,据此对景区的森林旅游产品进行判断选择,从而确定森林旅游产品的开发顺序。
     (6)森林旅游投资建设战略管理理论研究。为使制定的战略决策得到切实落实,本研究针对当前森林旅游投资建设的现状及存在的主要问题,按照投资建设项目不同阶段要求和森林旅游的特点,提出了一系列可操作的科学管理策略。一是设立森林旅游项目前期工作基金、规范森林旅游项目入出库工作程序、确:立政府对森林旅游投资建设的主导地位和形成积极有效的社区参与机制四种针对性很强的提高投资项目运作水平的管理措施;二是制定了一套森林旅游资源开发建设绩效考核指标体系,建立了绩效考核评价模型,据此作为考核相关部门森林旅游投资建设绩效的评价依据,为定性管理过渡到定量管理提供了理论依据。
     (7)江西森林旅游投资建设战略实证研究。本研究以江西省为例,全面地分析了江西森林旅游地理环境、人文环境和森林旅游资源,对其森林旅游投资现状和发展前景进行了深入探讨,构建了江西森林旅游投资建设战略框架。依据重点投资区域选择理论,确立了11个江西森林旅游投资建设重点投资区域排序及其范围;依据重点投资项目选择理论,以江西武夷山国家级自然保护区森林游憩保健中心5个项目为研究对象,进行了重点投资项目选择;依据产品规划选择理论,以江西庐山山南国家公园秀峰景区森林疗养所等12个旅游产品为研究对象,进行了旅游产品规划选择研究,从而为未来江西森林旅游投资建设勾画了一幅蓝图。
     以上研究结果和结论为森林旅游投资建设研究提供了一个新的视角,同时丰富了森林旅游学的研究内容,因而具有重要的理论意义。同时,本研究成果将为森林旅游景区生态资源保护和投资建设管理决策提供科学依据,对指导中国森:林旅游景区投资建设管理及生态资源保护工作具有重要的现实意义。
With fresh air, clean water, high-density of air negative ions, high-concentration of phytoncidere, comfortable microclimate, little bacteria in the air, no noise pollution, suitable amount of radiation and all the other components of a nice forest ecosystem, forest tourism not only features the advantage of protecting resources and exploiting benefits simultaneously, but also have the advantages of positive interaction, strong influence and huge employment capacity. So forest tourism has great potential and broad prospects for development. With the development of social economy and the rising of people's living standard, it has become an important feature of modern lifestyle for people to participate in forest tourism activities and to go back to the nature and enjoy the nature. In recent years, as the foundation of it, the gradual development of Forest Scenic Spots also accelerated the step of forest tourism. However, in the investment practice, some Forest Scenic Spots went astray their initial aim of protecting their environment and seriously destroyed their eco-environment because of roughness and aimless in their forest tourism investment. So, how to reach the unification of the ecological, social and economic benefits of forest tourism investment is really a big problem we have to face and is also a difficult problem that hasn't been solved for a long time in the forest tourism investment area. Based on this fact, the following study takes Forest Tourism Investment Strategic Theory as its object, and takes Jiangxi province as a study case, seeking to solve the hot and difficult problem facing forest tourism investment.
     Through the intermediate level of macroscopic theory and microcosmic practice, the following study not only conducts a systematic research on the elements of forest tourism investment, the strategic analysis of the environmental and socio-economic impact of forest tourism investment projects, the strategic goal and focus, the strategic subject, the strategic options and management of Forest Tourism Investment Strategic Theory, but also strive to work out a viable strategic program based on the status quo of forest tourism investment in China. The whole research takes resource protection, namely the forest tourism ecological environment protection, as the main line, focuses on the main problem in the six elements of Forest Tourism Investment Strategic Theory, applies the way of combining theoretical research and empirical research, qualitative analysis and quantitative analysis, experience judgment and mathematical analysis, comparative analysis and case analysis, literature survey and field investigation, the traditional research method and modern technology together. After a typical survey, a questionnaire, a case study, some technical advice, some literature data collected at home and abroad, the collection of the existing policies and regulations and the analytical application of modern remote sensing technology, we conducted the following research on Forest Tourism Investment Strategic Theory and took Jiangxi as a study case to check the rationality of these theories:
     (1) Study on the strategic analysis of forest tourism investment. To enhance the adaptability and reliability of strategy-making and to discuss the basis of it, we summarized the research results in forest tourism at home and abroad and then put forward a brand-new view---forest tourism is a way of protecting our ecology. Meanwhile, we also studied domestic and foreign research results in investment construction and strategy management and analyzed the status quo of forest tourism investment in China, and then proposed a principle to define the forest tourism node functions based on the Ecology and Forest Tourism Theory. At the same time, we profoundly analyzed the impact forest tourism scenery construction projects have on the environment, the society and the economy, and then we constructed a strategic triangle model among the forest tourism stakeholders and worked out an assessment method to assess the environmental, social and economic impact that forest tourism projects have, so as to provide a basic platform for strategy-making.
     (2) Study on the strategic goal of forest tourism investment. The strategic goal is to provide a development vision for forest tourism investment. This study proposed a guiding ideology, basic principles and development goals for forest tourism investment strategy.
     (3) Study on the strategic focus of forest tourism investment. Strategic focus refers to those weak projects and departments related to the achievement of the strategic objectives. Followed the essential requirements of forest tourism, this study initiated four key investment areas, namely, the investment in forest tourism environment, forest tourism industry, forest tourism civilization and forest tourism politics, thereby the macroeconomic objectives of forest tourism investment can be gradually achieved.
     (4) Study on the strategic subject of forest tourism investment. Subject issue is the core issue in the reform of China's investment system. Following the direction of China's investment system reform, this study put forward the following strategic subjects of forest tourism investment suitable to the Chinese national situation:under the guidance of the government, take the social investment as the main investment channel and the government should only engage in some community projects investment such as the infrastructure investment projects. This study also pointed out the positive interaction, negative interaction and competition among these investors, and the necessity of fully mobilizing the enthusiasm of these investors in the process of making forest tourism investment strategy in order to achieve the positive interaction and fair competition among these investors.
     (5) Study on the strategic choice and strategic theory of forest tourism investment. The process of making strategy is the process of choosing an appropriate strategy, and the strategic choice is a process of constantly optimizing the investment projects. According to the spatial order of forest tourism investment, this study established a Key Investment Region Choice Theory of forest tourism investment from a regional point of view and from the principles of Ecology, Forest Tourism and Industrial Economics. By establishing a set of indicator system which includes six first-level indicators and nine secondary indicators and building an assessment model, this theory singled out many forest tourism investment regions by using the analytic hierarchy process. All these were done in two dimensions and three steps. Through qualitative and quantitative analysis, those regions that can meet the requirements are called key forest tourism investment regions and can be supported and cultivated by the government. Secondly, starting from the project point of view and using the Ecological Economics theory, this study also initiated a method of establishing a forest tourism key investment projects reserve depot and developed an assessment system to evaluate those key investment projects. Through the method of principal components analysis, the study created an index system of nine first-level indicators and 34 secondary indicators and established a reserve depot assessment model, the result that based on the model can be taken as an important indicator to choose the key project so that the quality of pre-investment projects can be improved. Thirdly, considering from the perspective of products and using the principles of Eco-tourism Planning, this study created a Forest Tourism Product Planning Choice Theory based on the general layout of forest tourism planning. According to the intrinsic nature and external demand of forest tourism products and by establishing a quantitative-factor indicator system with four factor-layers and ten secondary-factor-layers in forest tourism product planning, this theory analyzed the importance of each factor by using factor-assessment method and finally established a quantitative forest tourism products planning model according to the comprehensive assessment score. And we can judge and choose the suitable forest tourism products and then determine the development order of these products.
     (6) Study on the strategic management theory of forest tourism investment. To effectively implement the strategic policy, this study put forward a series of operational and scientific management strategies in accordance with the current situation and the existing problems of forest tourism investment and with the various requirements investment projects need under different stages of construction as well as the characteristics of forest tourism. These management strategies include:first of all, the four highly-targeted management measures to improve the operation of investment projects, namely, setting up a preliminary work fund for forest tourism projects, regulating forest tourism projects work procedures, establishing the leading role of government in forest tourism investment and forming an active and effective mechanisms for community participation. Secondly, this study established a set of forest tourism resources development and construction performance assessment indicator system and built a performance assessment model, which serves as the assessment basis to assess the forest tourism investment performance of the related departments. And this provides a theoretical basis for the transition from qualitative management to quantitative management.
     (7) An empirical study on the forest tourism investment strategy in Jiangxi Province. In the case of Jiangxi, a comprehensive analysis of the geographic environment, human environment and forest tourism resources is launched, the status quo and development prospects of forest tourism investment are probed in depth and a strategic framework for forest tourism investment is built. Based on the Key Investment Region Choice Theory of forest tourism investment, we delimit the order and scope of 11 key investment regions in Jiangxi; based on the Forest Tourism Key Investment Projects Choice Theory, we made a key investment projects choice, using the five research projects, such as the forest health center in Jiangxi Wuyishan National Nature Reserve, as the research object; based on the Forest Tourism Product Planning Choice Theory, we singled out some tourism products, using the Xiufeng scenic spot forest nursing homes in Shannan national park of Lushan Mountain in Jiangxi and other 12 tourism products as the research object, and sketched the blueprint for the forest tourism investment in Jiangxi accordingly.
     The above results and conclusions of this study offered a new perspective for forest tourism investment research and enriched the content of research on Forest Tourism, so it has important theoretical significance. Meanwhile, the results of this study will provide a scientific basis for the protection of ecological resources in forest tourism scenic spots and for the decision of forest tourism investment management, so it is of great realistic significance in guiding the management of forest tourism scenic spots investment and the protection of ecological resources.
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