Evaluation Of The Competitiveness Of Xi'an Tourist Attractions. Based On Tourists' Perception

The competitiveness of scenic spots becomes a task that is pressing to be lucubrated in tourism subject. How to let scenic spots trend internationalization, branding, humanization is a realistic problem that is also pressing to be discussed about the development of scenic spots in China. How to improve the competitiveness of scenic spots in Xi'an is a practice problem that should be solved urgently to develop Xi'an tourism. However, at present the studies aimed at competitiveness of scenic spots is few, and the research theories, the evaluation indexes, evaluation methods, and the evaluation models of scenic spot competitiveness are still relatively weak, and the research on competitiveness of scenic spots in Xi'an is still in the blank. For this reason, the research basing on the new perspective of the tourists' perception, being based on absorbing fully the merits of the overseas and domestic research achievements on tourism competitiveness, started off with defining scenic spots competitiveness concept, structured an evaluation model of scenic spot competitiveness from tourists' perceptual perceptive, and designed evaluation scale. Moreover, this article also applied SPSS and AMOS statistical analysis software to make an evaluation research about scenic spot competitiveness using empirical approach, taking the top ten scenic spots in Xi'an as objects of study. This article aims to enrich the theory of tourism competitiveness research, and offer theoretical foundation for promoting the competitiveness of scenic spots in Xi'an.The main conclusions of the research are:①the developed research assumption that "tourists' perception decides tourists' attitude, and tourists' attitude decides competitiveness of scenic spots" is correct;②the defined scenic spot competitiveness based on the tourists' perceptual perceptive is that the scenic spots has the ability to attract tourists continuously by providing high quality tourism experience;③the designed competitiveness model of scenic spots is a structural equation model with causal relation, has favorable whole fitting performance as well as rationality, reliability and operability;④the competitive ranking of scenic spots in Xi'an is Terra Cotta Warriors, Hua Shan, Shaanxi History Museum, Big Wild Goose Pagoda, Huaqing Pool, Qianling, Yellow Emperor Mausoleum, Beilin Museum, Tang Paradise and Famen Temple;⑤the scores of individual indicator are:the Terra Cotta Warriors is the highest in scenic image indicator, scenic environment indicator, scenic dining indicator, scenic transportation indicator, scenic tourism indicator, scenic shopping indicator and scenic interpretation indicator, and the Hua Shan is the highest in scenic entertainment indicator; the Hua Shan is the highest in tourist expectation indicator, while the Famen Temple is the lowest; the Terra Cotta Warriors is the highest in tourist satisfaction indicator, while the Famen Temple is the lowest; the Big Wild Goose Pagoda is the highest in tourist loyalty indicator, while the Tang Paradise is the lowest; the Shaanxi History Museum is the highest in tourist recommendation indicator, while the Famen Temple is the lowest;⑥looking from the indicators of tourists' perception, the scenic image indicator is the highest, scenic tourism indicator is the second, and the scenic entertainment indicator is the lowest; looking from the indicators of tourists'attitude, the tourist recommendation indicator is the highest, while the tourist expectation indicator is the lowest.The main innovative points of the research are:①drawn a conclusion of the competitive ranking of the top ten scenic spots in Xi'an based on the tourists'perceptual perceptive;②defined a new concept based on the tourists'perceptual perceptive for the scenic spot competitiveness;③constructed a evaluation model of scenic spot competitiveness with scientificity, rationality and universality based on the tourists'perceptual perceptive, and designed a set of more reasonable scale for evaluating scenic spot competitiveness; provided a relatively feasible method for evaluating scenic spot competitiveness of different types, different size, different grades.