A Research On Position And Evaluation In Tourism Real Estate Project

Tourism real estate industry as the tourism industry and the real estate industrypenetration and fusion, be influenced by the tourism industry and real estate industrypolicies. In the past two years, the rapid development of tourism in the period as well asthe real estate macro-control stage, tourism real estate industry be just unfolding, itsdevelopment problem once again become a generally focus of the government, realestate developers, investors and consumers. The project positioning problem is the keyof the tourism real estate development，therefore, to study and solve the problems oftourism real estate project positioning and evaluation has the important theorysignificance and practical application value in the sustainable development of tourismreal estate.The paper is based on many at home and abroad research literature，take the systemtheory, sustainable development theory, tourism location theory, marketing andpositioning theory as the guide, take the tourism real estate project positioning as theresearch object, take the build of the tourism real estate project evaluation system as thegoal. First, detailed analyze the concept, characteristics, development mode，development situation, the future development trends and prospects of the tourism realestate and the meaning, content, related theory, existing problems of the tourism realestate project positioning; Secondly, summarizes the influencing factors of the tourismreal estate project positioning, and use the questionnaire survey method to classify thosefactors by five aspects which are regional positioning, function positioning, customerpositioning, product positioning and marketing positioning. thirdly, establish a primaryindicator of tourism real estate project positioning evaluation system, use the AHP of interval estimation model to optimize the initial index system, establish the indexsystem of evaluation of tourism real estate project positioning, and then use the methodwhich combine value weight and effect weight, combine subjective weight andobjective weight to determine the weight of each index, further establish the tourismreal estate project positioning evaluation model which is based on the fuzzy matterelement mathod; finally, take Xi’an lintong national tourism&resort area as an examplefor study to verify the validity of the model.This paper, through the comprehensive analysis and demonstration of thedevelopment of the tourism industry and the tourism real estate project positioning, usethe scientific methods to make a comprehensive and systematic, reasonable andaccurate research on the evaluation of tourism real estate project, which has theacademic significance and practical value of improving the quality of tourism real estateproject, and promote the maximum of the overall benefit and its sustainabledevelopment.