Analysis Of Tourism Attraction Of Linzhi City Based On Fuzzy Comprehensive Evaluation Model

As a city with the fastest growth,the best results and the most dynamic market in Tibet’s tourism industry,Linzhi has always regarded tourism as a pillar industry for economic development.However,as a border city in the western region,its economic development is greatly limited due to geographical location restrictions and other influences,and it lacks experience and understanding in improving tourism attraction.Tourism attraction refers to the incentive level of tourists determined by the richness of tourism resources.The richness and attractiveness of tourism resources,to some extent,affect the achievement of tourists’ tourism motivation.When developing tourism resources,we must also realize that tourism attraction only stimulates the selected target market,which cannot play the same role in all tourism markets.On the basis of consulting relevant domestic and foreign literature,this paper takes Linzhi City,a city inhabited by ethnic minorities in western China where the author works,as the research object,adopts the method of empirical research,learns from the process and method of establishing the tourism attraction evaluation index system at home and abroad,and fully combines the reality of Linzhi,On the basis of reference to the tourism attraction evaluation index system established by experts and scholars,the tourism attraction evaluation index system of Linzhi City is constructed,which is divided into four first level indicators and 17 second level indicators of tourism attraction,tourism environment,tourism products and tourism image.Based on this,the survey questionnaire is designed.At the same time,by using the Delphi method,experts and scholars are consulted face-to-face to determine the weight of the evaluation index,With the help of fuzzy mathematical model,the author analyzed the general situation and characteristics of tourism attraction,and carried out supporting analysis in combination with the situation learned from field research,pointing out four difficulties and problems faced by the current tourism development of Linzhi City:First,the overall tourism attraction of Linzhi City is insufficient.According to the model,the maximum membership degree of tourism attraction of Linzhi City is 0.317106,and its corresponding evaluation is "average",which indicates that Linzhi City still needs to strengthen its tourism attraction,and how to improve its tourism attraction is a problem worthy of careful consideration.Second,the tourism environment of Linzhi is less attractive.In the tourism environment evaluation data of the first level indicator,the maximum value is 0.3084,the corresponding evaluation is "average",and the corresponding evaluation data of the evaluation "bad" is 0.2790.It is not difficult to see that the tourists’ evaluation of the tourism environment of Linzhi City is relatively low.Thirdly,the tourism products of Linzhi need to be improved urgently.The maximum membership degree of the tourism product index is 0.5467,and its corresponding evaluation is "bad",and the very bad value also accounts for a certain proportion.It can be seen that tourists have the lowest evaluation of tourism products in the entire questionnaire,indicating that the current situation of tourism products related to tourism attraction in Linzhi City is not optimistic.Fourth,the tourism image publicity of Linzhi City needs to be optimized.The maximum value of tourists’ evaluation of Linzhi’s tourism image is 0.3854,which is"average" for tourists,followed by 0.2928.The corresponding evaluation is "bad".It can be seen that the current tourism image of Linzhi City is at a lower middle level in the eyes of tourists.Finally,the conclusion is drawn that the main purpose of tourism construction is to create more economic value.At present,there is still much room to improve the tourism attraction of Linzhi City,the tourism environment and tourism products need to be improved,and the tourism image publicity is not in place.Linzhi needs to give full play to its resource advantages,rationally develop and utilize tourism resources,improve its tourism infrastructure and reception capacity,enrich tourism products,improve its tourism image,enhance its communication influence,promote sustainable development while enhancing its tourism attraction,put the protection of resources and ecological environment in the first place,and truly realize the organic integration of contemporary tourism development with social economy and ethnic culture,Realize to use the least cost and earn the most benefits.It is suggested that the tourism development of Linzhi City should fully tap the potential and charm of its tourism resources,strengthen the investment in tourism infrastructure,improve the variety and creativity of tourism products,spread the tourism image with the help of new media,promote the development of the tourism industry,and enhance the tourism attraction,so as to drive the development of the local economy and promote the inheritance of ethnic culture.