Empirical Study On Tourism Efficiency Of Guangdong Province Based On DEA Model

China's tourism industry has developed rapidly since the reform and opening up,but it still belongs to extensive development.In 1998,after the National Central Economic Work Conference established tourism as a new economic growth point,the status of the tourism industry in China was established.In 2009,the State Council proposed to develop China's tourism industry into a strategic pillar industry and people's national economy.The modern service industry,which is more satisfied by the masses;in 2015,the State Council issued the "Several Opinions on Promoting the Reform and Development of Tourism Industry" and proposed to promote tourism integration;In 2017,the State Council proposed a "three-step strategy",and plans to develop China from an extensive tourism country into a highly intensive world tourism power by 2040,its essence is the improvement of tourism efficiency.Guangdong Province is the province with the earliest reform and opening up and the highest degree of openness to the outside world.It is one of the cities with a high level of tourism development.It is very representative to study the efficiency of tourism.As a coastal city,Guangdong's development of tourism not only has a unique geographical advantage and natural endowment,but also receives government policy support.In 2018,Guangdong launched the four cores of“one core,one belt,one district,one bay” to optimize the layout of tourism space and help the development of tourism throughout the region.Under this policy trend,evaluating the efficiency of tourism in Guangdong Province is of great significance to the development of tourism intensive development and the development of global tourism.This paper takes the tourism of 21 prefecture-level cities in Guangdong Province as my research object,and use the data envelopment analysis method(DEA)to construct the tourism efficiency evaluation system,to measure and analyze the investment efficiency of tourism in various cities in Guangdong Province from 2008 to 2017;The Malmquist productivity index model is used to measure the fluctuation of tourism efficiency in 21 prefecture-level cities in Guangdong Province,and based on the calculated redundancy value and target value,the adjustment suggestions for tourism investment elements in different cities are proposed.Five influencing factors affecting the efficiency of tourism in Guangdong Province were proposed and regression analysis was carried out.According to the level of efficiency and growth rate,21prefecture-level cities in Guangdong Province were divided into grassroots,rookie,star and aristocratic.,propose strategies for improving the efficiency of tourism in four types of cities.After research and analysis,the following conclusions are drawn:(1)The overall efficiency of tourism in Guangdong Province is relatively high,but the differentiation between local cities is obvious,and it is as high as optimal,as low as 0.7;(2)Most of the factor productivity showed positive growth,and only Dongguan City showed negative growth.The positive growth was mainly due to the common pull of pure technical efficiency and scale efficiency.(3)Regional differences,comprehensive efficiency,pure technical efficiency,and the distribution law of scale technical efficiency It is roughly the same,that is,the Pearl River Delta is high,followed by Guangdong and Guangdong,followed by Guangdong and Guangdong;(4)Influencing factors,regional economic development level,fixed asset investment,and location conditions have improved and improved the efficiency of tourism in Guangdong Province.The promotion of service industry scale has a negative effect on the improvement and improvement of tourism efficiency in Guangdong Province;the impact of traffic convenience on tourism efficiency in Guangdong Province is not significant.