Study On Competitive Evaluation Of Cultural Heritage Tourism Of Lushan Mountain

Cultural heritage tourism is a kind of mental level tourism model, and it’s the most important part of heritage tourism in our country. Study on cultural heritage tourism competitiveness will help cultural heritage tourism develop better, inherit and protect cultural heritage. Lushan Mountain was included on the World Heritage List as a cultural heritage in 1996, and it’s China’s first acknowledged World Heritage Cultural Landscape. This thesis selects Lushan Mountain as the research area, put forwards a comprehensive evaluation index system, then factor analysis method is applied to make quantitative analysis on the index system, and relevant comprehensive evaluation model is established. Finally, the thesis presents some suggestions to promote cultural heritage tourism competitiveness of Lushan Mountain.Concretely, the thesis makes a research from the following aspects:Firstly, the thesis makes a literal review of cultural heritage tourism and tourism competitiveness, which provides theoretical support for the research of cultural heritage tourism competitiveness of Lushan Mountain.Secondly, it introduces the research area from physical geography, traffic location, heritage resources, scenic spots, and so on.Thirdly, the thesis compares Lushan Mountain with the domestic and international World Cultural Heritage. On the one hand, it compares Lushan Mountain with the other three World Heritage Cultural Landscapes in China, on the other hand, Lushan Mountain is compared with the other two oversea mountain heritage sites, and the SWOT analysis chart of cultural heritage tourism development of Lushan Mountain is obtained.Fourthly, analyzing the factors influencing cultural heritage tourism competiveness, a comprehensive evaluation index system is established, which includes ten second level indicators and twenty-six three level indicators. Factor analysis method is applied to make quantitative analysis on the index system, then relevant comprehensive evaluation model is established. The results show that cultural heritage tourism competitiveness consists of tourism resources and products competitiveness, tourism economy competitiveness, location and transportation competitiveness, tourism service competitiveness, policy and environment competitiveness. Among all the indicators, the resource condition of cultural heritage tourism and the development level of tourism products are the key influence factors. The composite score for cultural heritage tourism competitiveness of Lushan Mountain had risen to 1.52 in 2013 from-1.61 in 2005, which shows a tendency of continuous growth.Finally, the thesis presents seven suggestions to promote cultural heritage tourism competitiveness of Lushan Mountain: establishing tourism plan, perfecting management system; removing residents from Mountain gradually, updating and transforming Kuling street; excavating historical and cultural connotation of heritage, promoting tourism products innovation and upgrade; building digitized platform, leveraging technological development; perfecting tourism infrastructures, improving the quality of service staff; carrying out heritage education, optimizing interpretation system; encouraging community participation, establishing interests-coordination mechanism.