Digital management model research in Jiuzhaigou National Park

Rapid tourism development in Jiuzhaigou National Park has challenged the notion of balance between tourist numbers and natural resource management. Jiuzhaigou National Park is one of the most popular natural tourist attractions in China. The current issues faced are threefold; how to manage the number of tourists accumulating in each of the scenic areas of the national park, how to expand the carrying capacity of the entire national park, and how to explore and develop high quality services to enhance tourist satisfaction. In Jiuzhaigou, the recently applied “Information Technology Tourism Management Model” has aimed to mitigate these problems and has proved to be highly effective. In this paper, the background and the conceptual framework of the new ‘Digital Management Model’ is discussed as well as the main technologies and functioning of each key element within the system, whilst drawing upon real-life examples.