The Study Of The Tourism Development In Southwest China

As the economy growing and the aid policy to the western from state promotes the ratio of southwest tourism income to national tourism income increasing year by year. It increased rapidly for the ratio of southwest tourism income to national tourism income increasing from 22.49% in 2003 to 34.93% in 2013. But, in recent years, the speed of development of southwest China is falling. In order to keep it grow continuous, this paper analysis development of tourism in Southwest through the difference and competiveness of tourism and tourist satisfaction those three aspects and draws the following conclusions:Firstly, we analysis industry structure and regional differences of southwest tourism with Lorenz curve, Gini coefficient and Thiel index. The result shows:in term of differences in industry structure of southwest tourism, basically, tourism income Gini coefficient of southwest region is greater than 0.3 from 2003 to 2013.But differences of tourism income is decreasing. Total domestic tourism income is the main factor to promote difference’s expanding of total tourism income. Total international tourism income is the main factor to reduce southwest region difference of total tourism income. Domestic tourism income is the main stream of total tourism income. Concentration effect plays an important role for the difference of southwest tourism economy. In term of differences in southwest region, differences between groups wave slightly. Differences within groups wave significantly and it rises.Then, this paper build southwest region tourism competitiveness evaluation system. This paper use the fuzzy analytic hierarchy method to assign weight for every index. At last, we get the score of second index and composite score of each province. The result is that first, the competitive ranking of Southwest five provinces shows the highest is Sichuan(89.97), the lowest is Xizang(67.15), difference between them is big. The ranking is Sichuan, Yunnan(88.11), Chongqing(79.43), Guizhou(71.02), Xizang; Secondly, through the second index score, we can get, infrastructure of Sichuan is the most competitive(96.48), Xizang is the most weak(60). Environment of Chongqing is the most competitive(83.52). Guizhou is the most weak(68.67). Resource of Yunnan is the most competitive (94.39). Xizang ranks the bottom(60). Market of Sichuan is the most competitive (94.16). the last is Xizang(68.32).Finally, according to the American customer satisfaction index model, this paper builds Kunming tourist satisfaction structural equation model through visitor experience, tourist perceived value, visitor satisfaction and visitor loyalty. We collect the basic data through questionnaire. We regard Kunming tourists feature as the example to analysis. And, we did empirical research for Kunming tourist satisfaction with AMOS. The research shows firstly, from the structural equation model, we can get that visitor experience is positive related to visitor perceived value. Visitor satisfaction gets a positive impact to visitor loyalty. Both visitor experience and visitor perceived value gets a positive impact to visitor satisfaction. Secondly, through measurement model, quality of service, attitude and scenic infrastructure play an important role to visitor satisfaction. In summary, visitor satisfaction is the main impact factor; Willingness to recommend is the important impact factor to visitor loyalty.