A Study On The Evaluation Of Tourism Tourists Of Western Tourists In Xi'an Based On Market Investigation

The research and study of tourism evaluation is of great importance to the development and promotion of the tourism industry. To set up the tourism evaluation can not only provide the rich data and scientific basis to the development and planning of tourism destination, but also offer systemic and complete standard of comparison and judgment, and contribute to the development of tourism industry. According to the current research situation from home and aboard, the research of tourism evaluation concentrates on the evaluation of tourism resource. Although the construction and research of the tourism evaluation model are carried on earlier at aboard, the research scope and content are very limited, especially the research of the tourism evaluation system based on the inbound tourists.Based on the firsthand data collected from the market research from the6hot Chinese tourism cities by the project group in2013and the tourism statistical data from the Chinese authorities, the author relies on the national natural science funds projects "the research in the model and mechanism of tourism flow and destination coupling factor", chooses Xi’an from the6hot Chinese tourism cities as the case to integrate the theory with practice and have the qualitative and quantitative analysis. According to the theories of economy, resource, management, society, culture and based on the deep empirical investigation, the author uses the methods of the theoretical analysis, comparative analysis, hierarchical analysis, matrix calculation, fuzzy evaluation to carry on the qualitative and quantitative research of the tourism evaluation by the inbound tourists in Xi’an and put forward the countermeasures to improve the tourism evaluation.The main contents of the paper are as follows:firstly, it analyses the importance of the research for the tourism evaluation and the current research situation from home and aboard; secondly, it describes the concept of tourism evaluation and demonstrates the interrelated theoretical knowledge; thirdly, it analyses the different tourism evaluations of inbound tourists in Xi’an with different regional areas, different demographics features, different tourism motivations, different staying periods.By the analysis and the research of the tourism evaluation of the inbound tourists in Xi’an, conclusions of the paper are as follows: (1) The North American tourists put the highest evaluation on Xi’an tourism evaluation, and the South American tourists set the lowest evaluation on Xi’an tourism evaluation.The inbound tourists who come from the different areas have the different judgments on tourism evaluations. The research shows that:The North American tourists put the highest evaluation on Xi’an tourism evaluation, and the South American tourists set the lowest evaluation on Xi’an tourism evaluation. The others are as follows: the Oceania tourists, the Asian tourists, the European tourists and the African tourists.(2) The inbound tourists in Xi’an put the highest evaluation on Xi’an tourist attractions and set the lowest evaluation on Xi’an tourism information.The empirical studies prove that:The inbound tourists in Xi’an put the highest evaluation on Xi’an tourist attractions and set the lowest evaluation on Xi’an tourism information, even there are different points of view on different tourists with different demographic features (different gender, different age, different occupation, different education background).(3) The inbound tourists whose main tourism motivations are shopping in Xi’an put the highest evaluation on Xi’an tourism evaluation, and the inbound tourists whose main tourism motivations are medical treatment in Xi’an set the lowest evaluation on Xi’an tourism evaluation.Because of the different tourist motivations, the tourist aims and the attentions are different. The inbound tourists whose main tourist motivations are shopping in Xi’an put the highest evaluation on tourist attractions and tourist transportation. The inbound tourists whose main tourist motivations are medical treatment in Xi’an set the lowest evaluation on the tourist attractions, tourist services and facilities, tourist transportation, tourist environment, tourist information, and the evaluations from these tourists are much lower than the other tourists.(4) The inbound tourists who stay4days or more than4days in Xi’an put the highest valuation on Xi’an tourism evaluation.The different length of stay can also influence the judgments on the evaluations in Xi’an by the inbound tourists. The inbound tourists who stay4days or more than4days in Xi’an put the highest valuation on Xi’an tourism evaluation. The inbound tourists who stay2-3days put the second highest valuation on Xi’an tourism evaluation. The inbound tourists who stay only1day in Xi’an put the lowest valuation on Xi’an tourism evaluation. The longer the tourists stay, the higher evaluation the tourists will give.(5) The inbound tourists are satisfied with the tour in Xi’an in general.The inbound tourists are satisfied with the tourist attractions, tourist services and facilities, tourist transportation, tourist environment, tourist information, tourist safety in Xi’an.Although the inbound tourists are satisfied with the tour in Xi’an in general, the evaluation of the tourist attractions is the highest, and then is the evaluation of tourist safety, the evaluation of the tourist environment, the evaluation of the tourist services and facilities, the evaluation of the tourist transportation, the evaluation of the tourist information.The research on Xi’an tourism evaluation of the inbound tourists is based on the market research and the empirical analysis. The innovations are as follows:(1) The author makes use of a great quantity of tourist investigations to do research on the tourism evaluation in Xi’an.The author carries out the research on the evaluation of the tourist satisfaction in Xi’an. Based on the research of the47items related to the tourist attractions, tourist services and facilities, tourist transportation, tourist environment, tourist information, tourist safety in Xi’an, the research is wide in range and rich in content.(2) The author tries to.construct the Xi’an tourism evaluation system, have systemic analysis and research from the inbound tourist satisfaction index and the attention index, rank the influencing factors to the tourism evaluation in Xi’an, and obtain the satisfaction index and the attention index of all the influencing factors. The study is very valuable to the tourism marketing, tourist industry developing, tourism resources configuring and the tourist destination image improving.Because of the limited personal ability, the paper just carries out the research on the47items related to the tourist attractions, tourist services and facilities, tourist transportation, tourist environment, tourist information, tourist safety in Xi’an.