Evaluation And Analysis Of Competitiveness Of Typical Scenic Spots In Zhuhai

It is of great significance for management departments to evaluate and analyze competitiveness of tourist attractions.It is also the basis for formulating various related policies.This paper attempts to build the competitiveness evaluation model of Zhuhai scenic spots,from the soft and hard strength of the competitiveness of Zhuhai scenic spots to study,and then put forward suggestions to optimize the development of scenic spots,enhance the competitiveness of scenic spots.On the one hand,based on the attitude evaluation in the evaluation theory,this paper focuses on the analysis of the soft strength of the competitiveness of scenic spots--the word-of-mouth evaluation of the scenic spot by tourists.The multi-dimensional analysis of the data of tourists’ comments is carried out by word frequency,emotion,word-of-mouth volume,and voicing volume--satisfaction,so as to dig out the focus of tourists’ attention to the scenic spot and their emotional tendency and satisfaction degree.On the other hand,based on operational research and information entropy theory,this paper evaluates the hard strength of the competitiveness of scenic spots,constructs an evaluation system of three criteria,one-level indexes of tourism resources,tourism conditions and tourism benefits,and ten indicators,one-level indexes and two-level indexes,determines the composite weights by coupling the hierarchy-entropy weight method,and thus calculates the index scores of the comprehensive evaluation of the competitiveness of scenic spots.The competitiveness of scenic spots is ranked according to the score,and then the competitiveness of each scenic spot is analyzed and compared.Through the analysis and research of the soft and hard competitiveness,the characteristics and advantages of the scenic spot are expected to be accurately found,and more targeted countermeasures are proposed to help the scenic spot improve its core competitiveness.Through the soft and hard power analysis of scenic spots,the following conclusions are drawn: Firstly,Tourists pay more attention to the five typical scenic spots in Zhuhai in terms of play projects,tourism and accommodation environment,time and tourism consumption.Secondly,Tourists’ evaluation of the five typical scenic spots in Zhuhai is generally positive and positive,and they are satisfied with the five scenic spots,especially the royal hot Spring.Tourists are satisfied with playing comfort,catering and price;Tourists are not satisfied with environmental sanitation and resource utilization.Thirdly,Chimelong Ocean Kingdom enjoys high attention and satisfaction,and needs to maintain its advantages;Wailingding Island and Royal Hot Spring have high satisfaction but low attention,so the publicity of scenic spots should be strengthened.Zhuhai Fisherman Girl and Yuanming New Garden have low satisfaction and attention.They not only need to improve their popularity,but also need to change their development concept and find a suitable development direction.Finally,Ranked from high to low in the comprehensive evaluation of scenic spots:The comprehensive evaluation scores of the scenic spots ranked from high to low:Chimelong Ocean Kingdom,Wailingding Island,Yuwenquan,Yuanming New Garden,Zhuhai Fishing Girl.Chimelong Ocean Kingdom is ranked first in the evaluation of five typical scenic spots in Zhuhai for its high tourism resource value,superior tourism conditions and significant tourism benefits.The single landscape of Zhuhai Fishing Girl is at the bottom of the five typical scenic spots in Zhuhai due to its lower tourism resource value,smaller scenic area capacity,less tourism infrastructure and lower tourism benefits.