The Research On Evaluation And Development Of Tourism Product Of Scenic Area Based On The Total Product Concept

Tourism product is one of the key concepts in tourism discipline and the core of tourism developing activities as well, which plays an important role on tourism development. Nowadays, many local goverments pay more and more attention to tourism industry, meanwhile, a large number of tourism products spring up like mushroom. However, these also bring about a series of problems such as low-level reconstruction、lacking of features, which cause the mismatch between tourism product supply and market requirement of tourist. How to meet the demands for competitive products with the limited tourist resources and resume the confidence of tourist is a hard problem needs to be solved urgently.Based on this background, The Total Product Concept which is in accordance with market demands and widely used in marketing as well as focuse on customer is introduced. Then, on the basis of this concept, a three level evaluation system of tourism product is established which provides a new research approach for evaluating and directing the development of the tourism product of Scenic Area. This paper cites the Wuxi Forest of Steles as an instance for empirical research and designs a question table according to the theory. Experts are investigated by Delphi Method, datas obtained after accomplish the distribution and the callback of questionnaires, the next is to statistic and analysis datas by SPSS15.0and Exeel statistical software. Employing the method of fuzzy comprehensive evaluation and Importance-Performance Analysis, a quantitative analysis of the satisfaction of the tourism product of Scenic Area is conducted and the result shows that tourism resources、scenic brand、scenic image are rated comparatively higher, while tourism service quality、scenic design、additional service and interests、product marketing are lower. According to the results of quantitative analysis and the surveys on development status of the tourism product of Scenic Area, a qualitative analysis of the reason why these elements rate higher or lower is carried out. Finally, the real cause of the problems is discovered. At last, suggestions to these problems and some ideas of the research direction of aftertime are put forward, for example, enriching the stele products、 developing the native characteristic resources and value added tourism products、enhancing the participation and experience of the products、 strengthening the region crosswise relation and promoting cooperation development of tourist line products、improve tourism facility construction and enhance service performance、strengthen propaganda and the protection of the steles、create harmonious atmosphere、improve natural ecological environment.