Study On Evaluation Index Of Tourist Supermarket Based On Theory Of Strategic Map

With the rapid development of our economy and the improvement of people’s living standard, self-help tourism has entered a rapid development period as the leisure vacation time corresponding increase in national. Tourism supermarket emerge as the times require, the main function of this enterprise is to integrate tourism resources into a platform for the tourists,"eat, live, transportation, tour, purchase, entertainment" can be solved properly on this platform. However, although the public, enterprises and government have high hopes for the tourism supermarket, it still appears lots of problem such as unbalanced development, low popularity and low rate of utilization, which lead to its operational difficulties and waste of social resources. Establishing and improving the tourism supermarket evaluation system to let it be scientific and reasonable becomes the key to solve the problem. Therefore, based on the study of Chinese and foreign literature and the status of the tourist supermarket, the author found that the theory of strategic map has been widely applied in enterprise performance evaluation, its financial, customer, internal management and learning and growth in four aspects has a constructive significance for the tourist supermarket to establish evaluation index system. Using the four level of strategic map theory and its granular layer to determine the related factors as a comprehensive index which influence tourist supermarket evaluation, and then through the method of literature retrieval, expert interviews and field research to get sub index. Finally, using the method of factor analysis to verify the index system, adaptive adjustment to the theory of strategic map; using analytic hierarchy process to get the weights of the indexes, ultimately determine the evaluation index system of tourism supermarket, in order to evaluate its quality, optimize the resource allocation.Based on the initial indicators, the author designed and distributed a questionnaire of index system. All data deal with the SPSS16.0software to do a factor analysis and then do the analytic hierarchy process, the main conclusions are:according to the revised strategy maps theory, the tourist supermarket evaluation system consists of five levels and24indexes, five levels are the financial level, customer level, the internal management level, enterprise development and construction of soft power and the talent and technology level; in determining the level of weight, the customer level of the evaluation index system of tourist supermarket contribution rate is40%, financial, internal management level’s weight is20%, enterprise development and construction of soft power, talent and technology level’s weight is10%; the weight of level combines the weight of sub indexes, we finally get the evaluation index system of tourist supermarket.