Developing a Sustainable Business Model of Ecotourism in Ethnic-Minority Regions Guided by the Green Economy Concept

Abstract

China as a relatively large group of ethnic minorities in a country, the existence of ethnic minorities on the development of society had a great impact. At present, mass tourism in minority areas has brought many positive benefits, but also produced negative effects such as environmental pollution, local culture extinction and over-commercialization, which affected the business model of sustainable development of tourism in minority areas. Therefore, this paper aims at optimizing the environment, culture, commercialization and other issues of tourism in ethnic minority areas, and promoting the sustainable development of tourism in ethnic minority areas. Using principal component analysis and high-order confirmatory factor analysis model, this paper discusses the basic situation of tourism environment in minority areas from the perspective of tourists’ cognition. Taking the 4A-level scenic spots in three emerging areas of China as a case study, this paper provides a reference for the future tourism development of emerging areas, and considers the impact of COVID-19 epidemic. Firstly, it introduces the current tourism development in emerging areas. Then, the scale is designed by high-order factor analysis. Six first-order factors and 31 s-order factors are used to analyze the perceived quality of tourists in ethnic areas. Finally, this paper evaluates the tourism development in minority areas through the above design. In this paper, a total of 863 random tourists are investigated. It is found that the perceived quality of tourists in emerging market areas is the inclusive perception and evaluation of tourists. It involves the supply of tourism enterprises, the service of tourism staff, infrastructure and public management, the life of community residents and personal tourism experience. This paper comprehensively evaluated the tourism development of emerging areas from the above six aspects, and provided reference for the future green sustainable development of tourism in emerging areas through factor analysis. The research results provide a reference for optimizing the basic mode of tourism environment, culture and commercialization in emerging areas. Meanwhile, it also contributes to optimizing the research methods of tourism development and user perception in emerging market areas.