Research On The Evaluation Of Tourism Competitiveness Of The Intangible Cultural Heritage In Zhanjiajie

Intangible Cultural Heritage, as the more and more important tourism resource, is one of the key ways to promote our culture industry. Especially during recent years, with the nationwide tourism exploitation growing vigorously, the scale of tourism exploitation of intangible cultural heritage is rapidly expanded in a flush. As a result, the intangible cultural heritage is playing more and more important role in tourism industry, while the market competitiveness of intangible cultural heritage tourism is becoming fiercer and fiercer. Therefore, it is a very urgent and meaningful subject to research the tourism competitiveness of intangible cultural heritage. Considering the above, taking an example from Tujia Folk Custom Garden Folk in ZhangJiajie, this paper studies the tourism competitiveness of intangible cultural heritage of ZhangJiajie.Based on the overview of research results of the intangible cultural heritage and tourism competitiveness, this paper preliminarily constructs the appraisal index system of tourism competitiveness of intangible cultural heritage, and then modifies the initial appraisal index system of tourism competitiveness of intangible cultural heritage by means of two rounds of expert scoring. Finally, the positive two rounds of expert scoring is gained, then the relative weight of all appraisal index are determined through the methods of Analytic Hierarchy Process (AHP) and expert scoring. On the basis of the above, the experts score for the tourism competitiveness of Tujia Folk Custom Garden according to the true state of Tujia Folk Custom Garden to calculate the tourism competitiveness size of Tujia Folk Custom Garden. Overall, this paper gains the following two main research conclusions.(â…°) the appraisal index system of tourism competitiveness of intangible cultural heritage includes four rule layer index, namely, resources attractiveness, marketability, profitability and sustainability, together seventeen appraisal index.(â…±) the results of empirical analysis of Tujia Folk Custom Garden in ZhangJiajie shows that the final score of the tourism competitiveness of Tulia Folk Custom Garden is6.02, indicating that the tourism competitiveness of Tujia Folk Custom Garden is strong. Specifically speaking, the sustainability and resources attractiveness is the most strongest of all, and then is the profitability, the marketability is the lest strongest.According to our research results, we consider that the best ways to enhance the tourism competitiveness of Tujia Folk Custom Garden are to broaden the tourism publicity channels, improve the service personnel quality and encourage the native residents to participate tourism development.