基于ANP的地质公园旅游竞争力评价研究

发布时间：2018-03-23 01:32

本文选题：旅游竞争力　切入点：地质公园　出处：《广西师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：旅游业目前在我国发展迅猛,据UNWTO(联合国世界旅游组织)最新统计,2010年全世界旅游者人次达到9.35亿,同2009年相比增长了近7%。此外,UNWTO预测,2011年国际旅游者人次将继续增长,增幅在4%到5%之间。旅游业作为朝阳产业,我国各级政府也大力支持各地开展旅游活动。随着各地积极开发旅游和旅游活动开展,旅游景区数量和类型也随之增加。因此,旅游景区之间的竞争也相应加剧。地质公园作为特殊类型景区,在国内开展旅游虽起步较晚,但发展速度显著,旅游人数也在不断攀升。截至2011年底,我国共有世界级地质公园26处,占有量居世界第一位。在这样的大环境下,地质公园景区如何保持自身旅游竞争力来应对旅游业的快速发展和同类型景区的挑战,最终实现良好发展目标,成为学术界亟待研究的课题。对于地质公园旅游竞争力研究需要从建立评价指标体系入手,但到目前为止,运用定量方法对地质公园旅游竞争力进行研究的文献却微乎其微。鉴于此,本文在对竞争力和地质公园文献进行查阅和整理的基础上,通过建立塔形模型和评价指标构建的八大原则初步构建了地质公园旅游竞争力评价指标体系。指标体系包括绝对竞争力、相对竞争力和差异竞争力三个方面。其中,绝对竞争力包括旅游资源、区位、政策法规、形象和文化因素；相对竞争力包括交通、市场结构、新景区景点开发、住宿、购物、旅游环境和餐饮及娱乐七个方面；差异竞争力则由旅游产品差异和组织结构差异两部分组成。将建立的指标体系通过ANP法找出各指标之间的相互作用关系,形成地质公园旅游竞争力ANP评价网络模型,然后利用专业的超级决策软件计算出各指标权重。为验证ANP评价模型的科学性以及合理性,以雁荡山世界地质公园为主要研究对象,并以黄山、庐山和泰宁世界地质公园作为其比较研究对象,对地质公园旅游竞争力进行实证研究。文章的主要结论概括如下： (1)构建了地质公园旅游竞争力评价指标体系依据指标体系构建原则,根据塔形模型构建了地质公园旅游竞争力评价指标体系。该体系包括一个决策目标,即地质公园旅游竞争力。3个二级指标,分别是：绝对竞争力、相对竞争力和差异竞争力。14个三级指标,依次是：旅游资源、区位、政策法规、形象、文化、交通、市场结构、新景区景点开发、住宿、购物、旅游环境、餐饮及娱乐、旅游产品差异和企业组织结构差异。14个三级指标下还有36个衡量指标。 (2)建立了地质公园旅游竞争力ANP评价模型在建立地质公园旅游竞争力评价指标体系后,考虑到指标之间的相互作用和反馈关系,设计问卷发放给专家以进一步明确各指标间相互关系,最终建立ANP评价模型。 (3)选取我国四个世界地质公园进行实证研究本文意在找出雁荡山地质公园旅游竞争力提升方法,因此,除了选取浙江雁荡山为实证研究对象,还选取了三个同属华东区的世界地质公园作为雁荡山的比较研究对象,以期找出雁荡山同其他地质公园相比发展旅游的不足之处。 (4)提出了雁荡山世界地质公园提升旅游竞争力的建议和措施根据前文研究,找到了影响浙江雁荡山地质公园旅游发展的六大关键因素,分别是形象、文化、住宿、购物和组织结构差异。据此,提出了强化景区品牌形象与营销、丰富酒店类型,提高入住率、提升购物服务、建设娱乐休闲区、明确管理部门职能五大建议以及相应的具体措施。文章的可能创新之处： (1)选题较新。竞争力研究方向目前已较为成熟,但研究载体涉及到地质公园景区的文章还是较少。 (2)采用ANP法研究地质公园旅游竞争力。目前旅游竞争力评价主要的运用AHP法,ANP法在旅游竞争力研究中还运用的极少。文章选用ANP法研究旅游竞争力,提高了文章的科学性和合理性。
[Abstract]:The tourism industry is developing rapidly in our country, according to UNWTO (World Tourism Organization of the United Nations) the latest statistics, in 2010 the world tourists reached 935 million, compared with 2009 growth of nearly 7%. in addition, UNWTO predicts that in 2011 the international tourists will continue to grow by 4% to 5% between the tourism industry as a sunrise industry. Also, our government vigorously support the country to carry out tourism activities. With the development of tourism and tourism around the active activities, the number and type of tourist attractions is increasing. Therefore, the competition between tourist attractions also intensified. The corresponding geological park as a special type of tourism scenic spots, although started late in China, but the development speed is significant, tourism the number is rising. As of the end of 2011, China had the world geological park in 26, volume ranks first in the world. In this environment, how to maintain self Geopark To cope with the rapid development of tourism and the challenge of the same type of scenic spots, the competitiveness of the body is a subject to be studied in the academic circle.
Study on geopark tourism competitiveness need to start from the establishment of evaluation index system, but so far, the use of quantitative methods to study geopark tourism competitiveness of the literature is very little. In view of this, based on the review and analysis of competitiveness and geological park literature, through eight principles of establishing pyramid model and evaluation to construct the initial evaluation index system of geopark tourism competitiveness. The index system includes absolute competitiveness, competitiveness and relative differences in competitiveness three aspects. Among them, the absolute competitiveness including tourism resources, location, policies and regulations, image and cultural factors; the relative competitiveness including transportation, market structure, development of new scenic spots, accommodation, shopping, seven tourism environment and catering and entertainment; difference competitive tourism products by difference and structure difference of two parts. The index system will be established. Through the ANP method to find out the interaction between the indicators, the formation of geopark tourism competitiveness evaluation of ANP network model, then calculate the weight of each index by super decision software. To verify the ANP evaluation model is scientific and reasonable, the Yandang Mountain World Geological Park as the main research object. In Mount Huangshan, Mount Lu and Taining World Geological Park as the research object, carries on the empirical research of geopark tourism competitiveness.
The main conclusions of the article are as follows:
(1) constructing the evaluation index system of the tourism competitiveness of the Geopark
According to the principle of establishing the index system according to the pyramid model to construct the evaluation index system of geopark tourism competitiveness. The system includes a decision goal, namely the geopark tourism competitiveness.3 two indicators, namely: absolute competitiveness, relative competitiveness and difference competitive.14 three indicators are: tourism resources, location, policy regulations, image, culture, transportation, market structure, development of new scenic spots, accommodation, shopping, tourism, catering and entertainment, tourism product differentiation and organizational structure difference of.14 level three indexes and 36 indexes.
(2) establishing the ANP evaluation model of the tourism competitiveness of Geopark
After establishing the evaluation index system of tourism competitiveness of geopark, taking into account the interaction and feedback relationship among indicators, a questionnaire is sent to experts to further clarify the relationship between indicators, and ultimately establish ANP evaluation model.
(3) an empirical study of four world geoparks in China
This paper aims to find out the Yandang Mountain geological park tourism competitiveness, therefore, in addition to selecting Yandang Mountain in Zhejiang as the research object, selected the world geological park three belong to the eastern region of Yandang Mountain as the research object, in order to find out with other geological park Yandang inadequate compared to the development of tourism.
(4) suggestions and measures are put forward to improve the tourism competitiveness of Yandang Mountain World Geopark
According to the above research, we find six key factors affecting the Zhejiang Yandang Mountain geological park tourism development, namely image, culture, accommodation, shopping and organizational structure difference. Accordingly, put forward to strengthen the brand image and marketing, rich hotel type, improve occupancy rate, enhance the construction of shopping, entertainment and leisure area, clear management the function of the five suggestions and corresponding measures.
The possible innovations of the article are as follows:
(1) the topic is relatively new. The research direction of competitiveness is now more mature, but there are still fewer articles on the research carrier involving the Geopark scenic spots.
(2) using ANP method to study the competitiveness of geopark tourism. At present, the evaluation of tourism competitiveness mainly uses AHP method, and ANP method still has few applications in the study of tourism competitiveness. The article chooses ANP method to study the competitiveness of tourism, improving the scientificity and rationality of the article.

【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F224

【参考文献】