Research On The Performance Evaluation Of Toursim Industry In Zhangjiajie City

With the development of economy and the increase of per capita income,the demand of high quality life growing on the basis of meeting the basic needs of survival.And as we all know,tourism demand is the representative of this demand.The increase of people's demand for tourism products has promoted the development of tourism industry.On the one hand,the development of tourism industry and its related industry system has formed a network like industrial chain;on the other hand,the development of the tourism industry led to the development of the corresponding economy,the economic development of the economy act on the tourism in return.Since the reform and opening up,China's tourism industry has achieved great development,greatly stimulating domestic demand,promoting the export of China's products.As result,China's economy developed greatly.And in the predictable future,China's tourism industry still has larger development space,our country is expected to become the world's largest tourist destination and tourist exporter.China's tourism industry has a brilliant future.Zhangjiajie is rich in tourism resources.One is the beautiful scenery and diverse geographical resources,the other is the long history.And different from other places,Zhangjiajie has a rich and colorful national culture of human resources.These three aspects can be developed separately,and can be developed jointly.With the unique tourism resources,Zhangjiajie has made great progress in tourism industry,and has achieved good results.The tourism industry has gradually developed into a pillar industry of the city.Specifically,the city has built a national tourist area 12 scenic spots,including the 5A level scenic spots,4A grade scenic spots.And the tourism revenue accounted for the city's GDP more than 50 percent.But attention is drawn to the tourism industry in Zhangjiajie City,there are still many problems,such as environmental damage,excessive commercial service,vulgar,kitsch,low income of foreign exchange from tourism,which has seriously hindered the further development of the tourism industry.In this context,based on the research methods of the tourism industry related theory,combined with the specific characteristics of the tourism industry in Zhangjiajie City,we use entropy method to evaluate the performance of tourism industry development in Zhangjiajie City.After works above is done,the key factors affecting the development and the problems existing in the development of the industry are found,and the corresponding policy suggestions are put forward.Specific as follows:Firstly,this paper reviews the relevant theories and researches of tourism industry.Specifically,firstly,tourism industry connotation,theory(such as system theory,life cycle theory,tourism industry cluster theory,the "macro" industrial tourism industry theory,gray system theory)and performance evaluation connotation,theoretical analysis of the tourism industry.and we got a clear understanding of the tourism industry.At the same time,we also reviewed the relevant theories and methods of the research.It is found that the research at home and abroad is divided into simple mathematical model,complex mathematical model and theoretical model.The method also has the progress from the multiplier model to the input-output model.Secondly,we analyzed the advantages and disadvantages of fuzzy comprehensive evaluation method,artificial neural network evaluation method and comprehensive index evaluation method.Based on the characteristics of the object and the availability of data,this paper chooses entropy method for the performance evaluation of the development of the tourism industry in Zhangjiajie city.Thirdly,before the data analysis,this paper makes a qualitative analysis of the development of tourism industry in Zhangjiajie.It is found that Zhangjiajie is rich in tourism resources.In the past twelve years,the industry chain,which is mainly based on tourism,has achieved a great development.However,there are some problems,such as low efficiency,poor service quality and low foreign exchange earnings.After that,through the establishment of evaluation system,evaluation index,using entropy method to evaluate the performance of tourism industry development in Zhangjiajie city.It is found that domestic factors have a great influence on the development of tourism industry,which is reflected in highest score of the number of domestic tourists,domestic tourism income,star hotels operating income.The foreign consumption has little effect on the development of the tourism industry,which is mainly reflected in the difference coefficient of foreign exchange income and the lower score.At the same time,from the two indicators "domestic tourism income /GDP" and "foreign exchange income /GDP" scored lower,Zhangjiajie tourism industry has a larger space for development.Finally,according to the conclusions,this study proposes policy recommendations:(1)layout industrial chain reasonable,regulate the tourism industry;(2)strengthen propaganda,pay attention to brand shaping;(3)explore new tourism resources and enrich the content of tourism industry;(4)maintain and develop the domestic market,and actively expand the international market;(5)adjust the industrial structure reasonable and highlight the status of the tourism industry in the whole economy;(6)introduce new concepts,new technologies actively and develop the of modern tourism to promote the continuous development of Zhangjiajie tourism industry.