A Study On The Evaluation Of Competitiveness Of Tourism Enterprises Based On ANP Theory

Although tourism industry in China startes late, the pace of development has attracted worldwide attention. According to the National Tourism Administration, the added value of China's Tourism Industry accounts for more than 4 percent of the country's GDP.The goal which China National Tourism Administration announced in early 2009's, "the number of domestic travel will strive to 1.85 billion, and achieve total tourism income of 1.23 trillion yuan, an increase of 8%", has been fully implemented.As a sunrise industry in the tertiary industry, the Central and the State Council attaches great importance to the development of tourism. In the end of 2009, the State Council General Office Document No.41, "the views on accelerating the development of tourism" has been promulgated. Tourism enterprises contribute to the rapid development of tourism, However, since China's accession to the World Trade Organization, the market rules have been integrated with international standards, and foreign enterprises are now pouring into China. In this backdrop, China's tourism enterprises will face the competition and challenges of their own development including foreign tourism enterprises How China's tourism enterprises in the shortest period of time to improve their competitiveness to meet standard and strong foreign tourism enterprises, has long been a hot issue that the academia and the business community have been studied.The paper takes the listed companies in China as the research object, goes on new classification to them, and evaluates the competitiveness of the tourism listed companies in China from the part and overall points of view.Firstly, the paper gives a brief overview for relevant theories of the competitiveness of enterprises, classifies and summarizes the achievement and the shortage of the former research on the competitiveness of tourism enterprises, analyzes the related concepts, content, features and operational mechanism of the competitiveness of tourism enterprises. Based on the depth theoretical analysis and previous research, the paper has constructed the evaluation index system of competitiveness of tourism enterprises from three levels, that is, resource competition, operational capabilities and potential competitiveness. Integrated with quantitative and qualitative modes,the paper reflects the core of the competitiveness of tourism enterprises scientifically.Second, because tourism is multiple industry, in response to the features that there are interrelated or interacting elements in the index system of competitiveness of tourism enterprises, the paper attempts to use ANP construct the evaluation model of competitiveness of tourist enterprises. This not only can overcome the shortcomings of previous evaluation methods, but also can consider the intrinsic link between the indicators in layers, that makes the index weight calculation results more accurate and reasonable. Finally, the paper classifies and studies the 19 listed tourism companies in China comparatively.It also puts forward relevant countermeasures and suggestions to enhance the competitiveness of tourism enterprises,which are expected to provide a reference value to the tourism enterprises managers.