| Tourism market order disorder problem along with the development of China’s tourism industry will exist for a long time. Representative "zero/negative tour fee "products namely unreasonably low-priced tourism products become big disrupting problems to the tourism market order, which has serious negative impact to the healthy development of China’s tourism industry, and causes intense concern in the community. Facing the problem of tourism market disorder, there is no great breakthrough in both practical and theoretical level in recent years. As to the practical level, little effects gained although the governance efforts increase year by year. The disorder situation remains nearly the same. As to the theoretical level, despite the endless stream of relevant research literature, many of them are limited in the simple qualitative analysis level, which was unable to provide more scientific basis for decision making. Therefore, it has important theoretical and practical significance to further study the problem of tourism market order.This paper includes three parts:evolution, evaluation and countermeasure:The research of the evolution of China’s tourism market order is to provide the basic research to the subsequent research. The content is mainly concentrated in the 4th chapter. Firstly, three evolution stages of the China’s tourism market order were divided through the vertical axis of time and each stage characteristics and governance measures were summarized and analyzed. On this basis, the main performance of China’s tourism maket disorder was further analyzed from the aspects of market entering order, market competition order, market transaction order, market regulation order and market moral order and the hazards brought to the various types of market players as the tourism enterprises, tourism consumer, tourism destination, tourism authorities was also analyzed. Overall, the phenomenon that the "zero/negative tour fee" (unreasonable low price) being the core problem, and the guides who were the bottom role of the interests chain being the typical negative image represents become the main status of tourism market disorder in China.Evaluation of the tourism market order is the key point and also the innovation of this paper, which aims to provide a more scientific approach and basis for the relevant government-decision-making by more objectively judgement about the tourism market order through the innovation of quantitative evaluation. The contents are concentrated in 5th and 6th chapters. Through the comparison and analysis of the current evaluation ideas, the tourist-interest- oriented idea was adoped in this paper, and online user’s reviews mining method was applied to the tourism market order evaluation for the first time. The framework of key words vacabulary about "dimensions-theme words-core words-sentiment polarity words" was constructed and Ctrip Travel Website was choosen as data source. Finally 30 domestic tourism cities were selected to conduct applied research. Research results showed that the current problems in China’s tourism market order have unbalanced regional features. The problems in East China, South China, Southwest China were much serious. As to the city, Sanya, Shanghai, Beijing, Xiamen, Kunming, Guilin, Lijiang, Hangzhou, Suzhou, Huangshan were much more serious in disorder problems. But from an overall view, the order of the tourism market presented better trend.The countermeasures are concentrated in the 7th chapter. Based on the development course of China’s tourism industry, the deep resulting factors in China’s tourism market disorder were analysed which including tourism industry development mode, tourism industry operation mode, tourism legal system, market ethics and integrity. On the basis of resulting factors analysis, countermeasures for the governance of tourism market order were put forward from the aspects of cultivating the tourism market entity, guided the tourism trading behavior, strengthen the institutional and non-institutional protection system. At the same time, further promotion of the evaluation of the tourism market order was suggested to the relevant departments, through which the credit discipline mechanism would promote the comprehensive improvement of the tourism market order.
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