Research On Competiveness Evaluation And Application Of Tourist Destination

The overall growth of the economy induces an ever more competitive environment of tourism industry, the fundamental competition of the tourism industry lies in the destination. In the tourism development environment, in order to guarantee the steady development of a tourist destination, it is necessary to take measures to develop tourism destination to enhance competitiveness, it’s important to analyze and evaluate the destination competitiveness, which can show the attraction power of a destination, and indicate the direction for the efficient allocation of resources. Therefore, it is an important way for determining the destination development mode and direction to analyze the key factors of tourism destination competitiveness and extract qualitative and quantitative evaluation index, which could uphold long-term competitive advantage and promote the continuous development of destination.In reality, the evaluation process of tourism destination competitiveness mainly includes the construction of tourism destination competitiveness evaluation system and the determination of evaluation approach. How to make full use of existing information and decision preference information is the most key problem in order to analyze a tourism destination competitivenes effectively.(1) In order to develop tourist destination in an effective way, the elements of tourism destination competitiveness was analyzed, and the evaluation index was determined. First of all, from the view of system engineering, analyzes the source of tourism destination competitiveness accordingly determines the competitive elements of the attraction of the core resources, infrastructure, and support the development of industry, destination management level, the support of environment, and tourists’demand and perception; Then, based on the elements of recognition, discusses various factors to choose tourism destination competitiveness evaluation index, for subsequent evaluation and tourism destination development provides a theoretical basis.(2) To evaluate the tourism destination in a suitable way, a number of decision makers must be invited in the process of evaluation. For some short-term market development activities, it’s required for the project team to produce more benefits in the shortest time, which limits the selection of the preference form. For reflecting the vagueness and uncertainty of information environment and avoiding the loss of the judgment information to a greater degree, the linguistic decision-making theory was introduced to determine the destination competitiveness. In this approach, firstly, decision-makers used linguistic variables to express their preference weights of destination index, and a transformation function was used to change the variables into triangular fuzzy numbers; secondly, a generalized induced ordered weighted operator was introduced to integrate the given preference values with the weights of decision-makers for obtaining the weight of evaluation index. Finally, the comprehensive values of each destination were obtained.(3) To evaluate the competiveness of tourism destination which are looking up, it’s impossible to require the project team obtaining the object conclusion in short time. In this case, the form of preference information has a larger degree, due to the decision-makers come from different areas, which makes them tend to select different linguistic scales, a method based on multi-granularity linguistic information is put forward. Firstly, decision-makers express their preferences of the relative importance weights in their preferred formats. Secondly, some transformation functions were used to unify the multi-format information into complementary judgment matrix, and the TOPSIS method is introduced to determine the weights of evaluation index. Finally, the comprehensive evaluation value of each destination is obtained by aggregating the weights of evaluation index and the preference information of each destination.(4) In fact, it’s necessary to evaluate some mature destination, the project team havn’t too strict control of deadline, with the hope of obtaining more comprehensive conclusion of aggregating subjective and objective factors, an evaluation method based on improved information entropy is put forward. Firstly, the integration method is used to deal with preference information of decision members for obtaining initial evaluation index weight; Secondly, linguistic variables were used to express decision-makers’preference values of evaluation attributes, and the weight of each attribute was obtained according to the improved information entropy. Finally, based on the combination of the preference values and the weight, the comprehensive values of each tourist destination are determined.(5)Finally, the Leshan City was taken as an example, were presented to demonstrate the feasibility and validity of the proposed approach, and in which the Jiayang small train, Guo Moruo’s former residence, and the Mount Emei was chosen as object of comparative analysis. In theory, the competitiveness of the tourism destination evaluation model, to a great extent, enhances the pertinence of evaluation system and evaluation method, and enriches the system evaluation theory. In practical, the proposed evaluation model of tourism destination competitiveness can improve the efficiency of the tourism destination development greatly and can optimize resources allocation.