Study On Evaluation Of The Scenic Tourism Interpretation System

Tourism interpretation has received worldwide attention since it is not only a kind of service, but also a management communication tool, However, compared with the related research in other countries, little attention has been paid to tourism interpretation in China. To improve tourism interpretation system in scenic areas and related research work, this study attempts to apply theories and methods from management and system science to set up a scenic tourism interpretation evaluation system, which can be helpful for tourism sustainable development.The scenic tourism interpretation evaluation system is established by using subjective evaluation and objective assessment methods in the frame of tourism, system and management theories. Nanjing Zhong-shan mausoleum scenic spot, the Presidential Palace in Nanjing, Nanjing Xuan-wu Lake and Nanjing botanical gardens are selected as case study sites. Scenic interpretation system of these scenic areas has been evaluated based on visitors'interviews, Improvement suggestions has been provided for current problems of tourism interpretation system in these scenic areas.This dissertation includes the following points:First, constructing a scenic tourism interpretation evaluation index system, which is a five-factor-model. The scenic tourism interpretation system is divided into five guidelines layer, i.e."guides, interpretation facilities, interpretation information, resort management and the visitor", using the Delphi method to determine 24 indicators such as a good interpretation skills, convenients etc.Second, establishing the scenic tourism interpretation system assessment model. The weights of evaluation index system objectives, criteria and indicators are determined by using the analytic hierarchy process (AHP). Scenic tourism interpretation system evaluation model is established by using multi-objective linear weighted function method. Four grades of the scenic tourism interpretation system evaluation are formed, i.e. reconstruction, upgrading, standard and excellence.Third, empirical research has been made in Nanjing Zhong-shan mausoleum scenic area, the Presidential Palace Resort, Xuan-wu Lake scenic area and the Zhong-shan garden area:It indicates the tourism interpretation systems in Nanjing Zhong-shan mausoleum scenic area, the Presidential Palace Resort, Xuan-wu Lake scenic area are standard, but the system in Nanjing Zhong-shan botanical is needed to be further promoted.