| Tourist attraction marketing performance evaluation is an important content of tourist attraction marketing management.It can improve the investment efficiency of tourist attractions,clarify specific marketing performance levels,and design better tourism products,etc..Marketing strategies are valued by scholars while performance evaluation is ignored.In recent years,people have begun to face real issues and reflect on the effects of a large number of marketing investments in tourist attractions.There is an urgent need for a theory and method that can measure the marketing performance of tourist attractions.The academic community has started to research how to evaluate marketing performance.There is no maturity theory and universally accepted evaluation index system.The study of influencing factors is also ignored.This is not conducive to full use of the effectiveness of destination marketing funds,influence the development of tourist attractions.It is not conducive to give full play to the use of marketing funds for tourist attractions and influence the development of tourism in destinations.It can be seen that there are still many problems in the destination marketing performance evaluation that need to be further studied by scholars.Based on combing relevant theories and literature,the following issues are raised:(1)there is some differences between tourism and enterprise in evaluation of marketing performance.Which evaluation indicators can be select?How to build an evaluation index system that has both scientific value and practical significance?(2)What is the marketing performance of the scenic spot?What methods are used to evaluate the marketing performance of destinations?(3)What are the factors that influence the formation of marketing performance in tourist attractions?How do these influencing factors affect the marketing performance of travel destinations?How are their specific impact levels?To solve these problems,this paper makes the following research:First of all,the tourist attraction marketing performance evaluation index system was built.According to the research steps of the interpretive interactive activism method,the primary information needed for the research is obtained through in-depth interviews,phenomena are grasped and key words are extracted.The evaluation index system was constructed and passed the test of reliability and validity.This study proposed:(1)The marketing performance of tourist attractions can be measured from three dimensions:economic benefits,social benefits,and market competitiveness.(2)Integrated past research and interviews,The comprehensive index system constructed in this study consisted of 3 levels with a total of 13 indicators by using modern marketing theory,stakeholder theory and sustainable development concepts.Except for the satisfaction index,all indicators were expressed using the growth rate.(3)Based on the comparison between the research of this paper and the previous results,it was found that the destination evaluation index system constructed in this paper was different from the previous research in terms of theoretical basis,index source,and index selection.It had some theoretical innovation.Secondly,an empirical study of marketing destination performance evaluation was conducted.Based on the requirements of empirical research,this study designed the content of the questionnaire and forming a measurement scale based on the construction of the tourist attractions marketing performance evaluation index system.A total of 103 sample data was obtained questionnaire survey on China’s 5A tourist scenic spots.The index data use the average of nearly three years.The results of the study showed that:(1)The overall marketing performance of tourist attractions was generally above average.Among the 103 sample areas,the marketing performance of a total of 85 sample sites belonged to the "middle" or higher level,but the sample at the "good" level accounted for 1/3 of the total sample.The overall performance level needs to be improved.(2)The marketing performance of tourist attractions was uneven.Except for a few sample sites in the three dimensions of economic performance,social benefits and market competitiveness,the level of performance remained balanced,and the majority of scenic spots had uneven marketing performance.(3)The performance of tourist attraction marketing in terms of economic efficiency was higher than that of the other two aspects.This indicates that more efforts are needed in terms of social performance and competitive performance of scenic spot marketing(4)Performance levels vary by region,performance was highest in the east and lowest in the middle.(5)Through the comparison of the sample performance results,it was found that the grey system performance evaluation method and the principal component analysis method are basically consistent.(6)The evaluation index system constructed in this paper has strong applicability,and the performance level calculated based on the evaluation model constructed in this study conformed to the objective reality.Thirdly,the research on the influence factors of marketing performance of tourist attractions was conducted.Based on literature research,comprehensive government function theory and modern marketing theory,the influence factors of marketing destination performance were discussed.This study believed that the formation of tourist attraction marketing performance was the result of internal and external environmental factors.Therefore,from the perspective of external macro environment and internal micro-environment,it analyzed the core factors affecting destination marketing performance,including the resource elements of tourist attractions,government support,industry development,managers and marketing capabilities 5 elements.On this basis,the structural equation model research method was introduced,the conceptual model was established and 15 research hypotheses were proposed.The measurement scale was designed and the measurement items were determined by questionnaire survey and variation coefficient method.The structural equation model was used for confirmatory analysis.In this study,the three measurement dimensions of the index system that had been tested were used as independent variables,and the influencing factors were used as latent variables to construct a structural equation model.The questionnaire survey method was used to survey 103 sample for data acquisition.Descriptive statistics,correlation analysis,reliability and validity test,factor analysis,and discriminant validity were performed to lay the foundation for further model analysis and hypothesis testing.The verification analysis results showed:(1)The five elements of the tourist attraction’s resource elements,government support,industry development,managers,and marketing capabilities had a positive effect on the marketing performance of tourist attractions.(2)Of the 15 research hypotheses proposed in this study,most of the hypotheses were supported,of which 9 were established and 6 were not.(3)The dimensions of the influencing factors affected the performance of the three dimensions differently.Among them,the economic performance of destination marketing was significantly affected by resource elements,industry development,managerial capabilities,and marketing capabilities.The social performance of destination marketing was significantly influenced by government support and industry development.The market competitiveness performance was significantly affected by the government support,industry development,management and marketing capabilities had a significant impact.Finally,the optimization strategy of tourism destination marketing performance was proposed.On the basis of empirical research,this paper put forward the optimization strategy of the marketing performance of tourism scenic spots from the macro and micro level,and provided theoretical guidance for the marketing performance improvement of the practical field.The article also put forward some suggestions on the guarantee mechanism of marketing performance evaluation system.To provide theoretical guidance for the improvement of marketing performance in the field of practiceThe research contribution of this paper is mainly reflected in the following aspects:(1)In aspect of theoretical framework,the literature analysis found that the research of tourist attraction marketing focused on the marketing strategy while ignoring the research on performance evaluation after the implementation of marketing strategy.Based on the previous research,this study did further research and expanded the framework of research on tourist attraction marketing theory,which had certain theoretical and practical contributions.(2)In constructing index system aspect,the evaluation indicators which are based on the perspective of stakeholders,sustainable development and modern marketing concepts comprehensively considered the level of satisfaction of interests appealed by the government,tourists and local residents,reflected the degree of emphasis on the environment;emphasized on the research of the "black box" of the process of generating marketing performance,and introduced new brand assets and marketing innovation indicators.(3)In analyzing the perspective of the influencing factors,the influencing factors of destination marketing performance were analyzed from macro and micro perspectives.Most of the existing studies are based on single factor research.However,this research comprehensively analyzed the influencing factors and the mechanism of action based the theories of modern marketing and government functions.It provided a theoretical basis for the realistic choice of the basic framework of marketing destination performance evaluation.(4)In presenting model aspect of impact factors on marketing performance,the conceptual model was constructed by using the three measurement dimensions of the index system that had been tested as an independent variable,and the influencing factor as a latent variable.The structural equation model was used for inflammatory analysis to clarify the specific correlation between the factors.So as to provide guidance for the next stage of marketing management and investment.(5)In application aspect of research methods,this study first introduced the grey system theory which can turn gray numbers into white numbers by using gray whitening weight function as a research tool.tourist attraction marketing performance evaluation is to obtain the function value of the destination’s marketing performance according to each function expression,and determine the level of destination marketing performance.Principal Component Analysis was also introduced to comprehensively evaluate performance and can be ranked according to scores.Using these two performance evaluation methods,the scientificity and applicability of the gray performance evaluation model can also be judged by the consistency of the results.The research methods provided methodological reference for other researchers. |
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