Research On Competitive Evaluation Of Rhododendron Tourism Destination Based On Analytic Hierarchy Process

In recent years,Ornamental tourism has become one of the most important forms of tourism for tourists under the background of rapid economic development and increasing living standards.Many tourist destinations attract tourists by holding Flower-Watching festivals,flower exhibitions and other activities.With the increasingly fierce competition in the tourism industry,the research on the competitiveness of tourist destinations has attracted the attention of scholars.There are abundant tourist resources of rhododendrons in China,and there are many tourist destinations of rhododendrons,but the phenomenon of assimilation is serious,lacking of local characteristics,and can not really give full play to the resource advantages.At the same time,the research on the competitiveness of tourist destinations,especially the ornamental tourist destinations,is not mature in theory and method.This paper takes the rhododendron tourist destinations as the research object,so that the rhododendron tourist destinations can take the lead in the competitive tourism industry and gain competitive advantage.Based on the construction of the evaluation index system of the competitiveness of rhododendron tourism destination,this paper evaluates the competitiveness of rhododendron tourism destination.On the basis of reference and reference to the study of the competitiveness of tourism destination,taking fully into account the characteristics of rhododendron tourism destination,this paper selects the evaluation index system of the competitiveness of rhododendron Tourism destination,and preliminarily establishes the evaluation index system of the competitiveness of rhododendron tourism destination.Then the original competitiveness index system is amended by Delphi method,and a scientific,reasonable and targeted evaluation index system of rhododendron tourism destination competitiveness is obtained.The weight of evaluation index at all levels of competitiveness is determined by analytic hierarchy process.Finally,through the establishment of an evaluation index system,the paper makes an empirical analysis of the Rhododendron tourist destinations in Daweishan National Forest Park,and calculates the competitiveness of the Rhododendron tourist destinations in Daweishan by weighted average method.The main conclusions are as follows:(1)Established the evaluation system of the competitiveness of rhododendron tourism destination,and determined the criterion layer and the index layer,including four criteria layer and 28 indicators layer,as well as the evaluation method of the indicators.(2)The weights of criterion layer and index layer are determined.(3)The index scores of the empirical research area are obtained.(4)Through the evaluation system,the scores of the criterion level and the target level are obtained and evaluated.