Research On The Development Efficiency And Influencing Factors Of Zhejiang Cultural Tourism

Studying the development efficiency of cultural tourism can find out the problems in the development of cultural tourism in time,which is conducive to adjusting and allocating the input resources of cultural tourism.In addition,analyzing the influencing factors of the development efficiency of cultural tourism can clarify which aspects cause the development efficiency to be too low and which aspects can improve the development efficiency.Therefore,it is necessary to study the development efficiency and influencing factors of cultural tourism.Based on the existing theoretical research results,this paper defines and clarifies the concepts of cultural tourism,development efficiency and industrial integration theory.Then,it analyzes the development status of cultural tourism in Zhejiang Province,describes and analyzes the integration,development scale and cultural tourism institutions of cultural tourism in Zhejiang Province in the past decade,explores the characteristics and problems of cultural tourism development in Zhejiang Province,and provides ideas and references for selecting input-output indicators for the development efficiency of cultural tourism.A total of 11 three-level input indicators are established from four aspects of capital,manpower,reception and resources,and two output indicators of tourism income and tourism total number of people are established.The dimension reduction of input indicators is carried out,and two principal components are extracted.DEA-BCC model and Malmquist index are used to measure the static and dynamic development efficiency of cultural tourism.In the dynamic model analysis,the other six provinces and cities in East China are also included in the calculation,making a comparative analysis between provinces and cities.Then,from the six aspects of industrial integration,urbanization level and infrastructure construction level,the Tobit model is used to explore the influencing factors of the development efficiency of cultural tourism in Zhejiang Province.The results show that the comprehensive development efficiency of cultural tourism in Zhejiang Province is high,but there is still 7.5 % room for improvement,and the development of scale efficiency is relatively backward.Since 2011,changes in scale efficiency and technology have shown an opposite trend;the efficiency of cultural tourism development in seven provinces in East China is unbalanced.The analysis of influencing factors shows that the urbanization level and informatization level have a great promoting effect on the development efficiency of cultural tourism in Zhejiang Province.Market integration also has a positive effect on development efficiency,but product integration has a negative impact on the development efficiency of cultural tourism in Zhejiang Province,indicating that Zhejiang Province has failed to make full use of integrated products to play its integration driving effect.Therefore,this paper puts forward relevant countermeasures and suggestions from the coordinated development of technology and industry scale,the effective utilization of cultural tourism resources,the mining and coordinated development of regional characteristic resources,the improvement of market integration mechanism,the adjustment and optimization of industrial structure,the design and application of cultural tourism IP.