旅游土特产评价体系及应用

发布时间：2018-04-25 10:16

本文选题：旅游土特产 + 评价体系　；参考：《广州大学》2012年硕士论文

【摘要】：作为旅游商品的重要组成部分,旅游土特产在旅游购物中已具有一定影响和规模。土特产品作为带有浓厚地方风土人情的结晶,总能引起过往旅游者的注目,优先选购作为馈赠给至爱亲朋的礼品。然而目前很多销售市场缺乏统一管理!价格混乱，产品质量参差不齐，缺乏有力的包装推销手段,绝大多数土特产品没有形成具备竞争力的生产基地，质量标准和生产工艺也没有严格的规定，大多数厂家处于小作坊式生产经营状态。因此构建一个具有实际操作意义的评价体系很有必要，能够清楚地指出旅游土特产在生产销售过程中可能忽略的重要因素，从而提高该产品的销量，扩大其影响力，规范了当地旅游市场，对于新产品的开发也有很重要的参考价值。 1、分析旅游购物在国内外的发展状况，提出我国旅游购物现存的问题；指明旅游土特产在旅游购物中的重要位置，论述国内旅游土特产市场的现状，并在此基础上分析旅游土特产评价的必要性和意义。 2、对旅游商品、旅游土特产与旅游土特产评价体系的相关概念、特点与原理进行综述，以旅游土特产评价体系的可操作性为出发点分析旅游土特产评价工作的步骤和方法，通过制定评价标准、确定指标权重、资源整合、等级评分、跟踪反馈等步骤，给出了旅游土特产评价的工作流程。 3、按照现代市场学理论，把旅游土特产分为三个部分，便于生产销售各个部门检查该产品的运营情况。在此基础上结合前人提出的影响旅游土特产销售的影响因素，运用层次分析法理论，，提出旅游土特产评价的指标体系；根据旅游土特产评价的特点，量化各个指标的权重；参照旅游土特产评价指标评分标准表对旅游土特产的运营情况评分，得到旅游土特产的得分；最后将旅游土特产等级分为四级，决定旅游土特产的所属等级，从而构建旅游土特产评价模型。 4、运用层次分析法构建的旅游土特产评价模型，以江苏溱湖风景区的典型旅游土特产为例进行总体评价，构造判断矩阵，通过对判断矩阵的计算，进行层次单排列和一致性检验，最后进行层次总排序，得到各因素的合成权重，并通过排序结果分析和解决问题，把影响因子进行量化，对照评分标准，对该土特产总体质量进行等级评定，参照实际情况验证体系的有效性和实用性。文章以江苏溱湖风景区的旅游土特产为例进行实地调查，按照旅游土特产评价的工作流程得到数据分析结果，与该景区的土特产经营状况能基本吻合，证实了旅游土特产评价体系的有效性。
[Abstract]:As an important part of tourism commodities, local tourism products have a certain impact and scale in tourism shopping. As a crystallization with strong local customs and customs, local products can always attract the attention of tourists and give them priority as gifts to their loved ones. However, many sales market lack of unified management! The prices are chaotic, the quality of the products is uneven, there is a lack of effective packaging and marketing means, the vast majority of native products have not formed a competitive production base, and there are no strict regulations on quality standards and production techniques. Most manufacturers are in a small workshop state of production and operation. Therefore, it is necessary to set up an evaluation system with practical significance, which can clearly point out the important factors that may be neglected in the process of production and sale of local tourism products, so as to increase the sales volume of this product and expand its influence. Standardizing the local tourism market is also of great reference value for the development of new products. 1. It analyzes the development of tourism shopping at home and abroad, puts forward the existing problems of tourism shopping in China, points out the important position of tourism local products in tourism shopping, and discusses the present situation of domestic tourism local products market. On this basis, the necessity and significance of tourism native product evaluation are analyzed. (2) summarize the related concepts, characteristics and principles of tourism commodity, tourism local product and tourism local product evaluation system, and analyze the steps and methods of tourism local product evaluation based on the operability of tourism local product evaluation system. The work flow of tourism native product evaluation is given by establishing evaluation criteria, determining index weight, resource integration, grading, tracking feedback and so on. 3. According to the modern marketing theory, the tourism local product is divided into three parts, which is convenient for the production and sales departments to check the operation of the product. On this basis, combined with the influence factors of tourism local product sales put forward by predecessors, using the analytic hierarchy process theory, put forward the evaluation index system of tourism local product, according to the characteristics of tourism local product evaluation, quantify the weight of each index. According to the evaluation standard table of tourism local products, the operating situation of tourism local products is scored, and the score of tourism local products is obtained. Finally, the tourism local products are divided into four grades, which determines the grade of tourism local products. Thus, the evaluation model of local tourism products is constructed. 4. Using the evaluation model of tourism native products constructed by AHP, taking the typical local tourism products of Qintu Lake Scenic spot in Jiangsu Province as an example to carry on the overall evaluation, constructs the judgment matrix, through the calculation to the judgment matrix, The hierarchical single arrangement and consistency test are carried out. Finally, the combined weight of each factor is obtained by the total ranking of the hierarchy, and the influence factors are quantified and compared with the scoring standard through the analysis of the sorting results and the solution of the problems. The effectiveness and practicability of the system are verified according to the actual situation. This paper takes the tourism local products of the Qinthu Lake scenic spot in Jiangsu Province as an example to carry on the field investigation, obtains the data analysis result according to the work flow of the tourism local specialty product appraisal, and can basically coincide with the local product management condition of the scenic spot. It is proved that the evaluation system of local tourism products is effective.
【学位授予单位】：广州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F590

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