宏村：一个古老村落的旅游开发

This case focuses on Hongcun's tourism development. Hongcun is a picturesque rural village with a history of more than 800 years. Nestled in the mountains in southern Anhui, Hongcun features exquisite ancient architecture, unique river systems, and well-preserved customs and traditions. It was well-positioned to develop rural tourism. Hongcun used to be developed by many entities, including the county-level tourism bureau and local travel businesses. But their development efforts proved to be unsuccessful. Later, Huang Nubo, a real estate developer, set up Jingyi in Hongcun, and hired a management team led by Zhao to tap into Hongcun's tourism market. In the early stage of development, stakeholders included villagers, tourists, the villagers' committee, and the local government. In recent years, the new-generation villagers and business figures from other localities have also emerged as stakeholders. Case discussions revolve around three questions: What model should Jingyi adopt to develop tourism in Hongcun? How could Hongcun build and maintain relationships with different stakeholders? How to allocate the value created among the government, business, and villagers?