The Research On Efficiency Evaluation And Optimization Of Eco-tourism In Coastal Zone Based On Data Envelopment Analysis

The21st century is the century of ocean, human has entered into the era of comprehensive development and utilization of sea. In the process of development and utilization of marine resources, development of marine tourism, especially in seashore tourism, has drawn the attention of the maritime country. Since the1990s, Chinese seashore tourism is developing very quickly, especially in this century, under the influence of national policy, marine tourism developed even more rapid. Re-emphasized by the Twelfth Five-Year Plan for National Economic and Social Development of the People's Republic of China, tourism industry should play an active role in the maintenance strategy in Hong Kong and Macao long-term prosperity and stability, actively promote the development of marine economy and services industry, and increase farmers' income. As the core part of marine tourism, seashore tourism ushered in a significant development opportunity. However, it should be noted, seashore tourism, whether coastal sightseeing, water sports, leisure and other projects are closely related with the development and utilization effect of the ecological environment and eco-tourism resources. The study found that eco-tourism environment quality level of China's coastal city is not high and there is a big gap among each level. At the same time, people seemed to ignore the theme of eco-tourism as a tourism development in the21st century, and in the field of eco-tourism research, seashore eco-tourism is lagging behind, less on the efficiency evaluation eco-tourism and no one studied on evaluation research by DEA method.Therefore, this paper used the DEA method on the coastal eco-tourism efficiency evaluation.. In order to ensure the authenticity and validity, this paper fistly make the grade evaluation on China's coastal city ecological environment to select evaluation indexes of eco-tourism zone requirements. And this is the key difference form other ordinary efficiency evaluation. The aim is to enrich and improve our theoretical treasure-house of eco-tourism and sustainable development in seashore regions, accurately determine the efficiency of input and output of eco-tourism development in China's coastal city, then reasonably allocate resources and guide China's seashore regions in health, sustainable development.Based on ecology, environment ecology, ecological carrying capacity, sustainable development, marine science, regional tourism development, economics, DEA (data envelopment analysis) and other disciplines theory, according to the paper Research on Eco-environmental Background Conditions for Eco-tourism Zones, Wu Zhangwen, Wu Chucai, Tan Yimin, Zheng Qunming proposed some requirements for eco-tourism zones. This article focuses on the core concept of eco-tourism, in the use of evaluation projects and scoring criteria for Eco-tourism Zones designed by Tan Yimin,Wu Chucai and Wu Zhangwen in Research on Classification and Grading Indicator System of Eco-tourism Zones, evaluates the eco-tourism environmental quality and the development efficient in the DEA method of China's major coastal cities, then analysis each results, gives the optimal path.The full text is divided into eight parts, through literature analysis, data research and a number of complementary research methods, this article elected12quality seashore eco-tourism cities as the object of this paper, namely of Dalian, Qinhuangdao, Weihai, Yantai, Qingdao, Shanghai, Ningbo, Wenzhou, Xiamen, Guangzhou, Shenzhen and Sanya. In accordance with the principles of systematic, scientific, comparable measurements and general explanation of economics on inputs production process, the paper determines length of the coastline, number of employees of tertiary industry, urban fixed asset investment, tourism resources attractive capacity and eco-environmental attractiveness as five input indicators, the total tourism revenue, the total number of visitors arrival as two output indicators. By using FA analysis software, and accompanied by appropriate DEA model, the paper found that these cities DEA valid, Shanghai, Qinhuangdao, Sanya, Guangzhou, Wenzhou, Weihai, Shenzhen. Ningbo and Xiamen, and DEA invalid in Qingdao, Yantai and Dalian.After analysis of causes of invalidity and value effective contribution, the final optimized path from three aspects ecological environment, the structure of production input and management model.The conclusions of this study are as follows, seashore tourism is not only today's international tourism hotspots, its products and markets international and high level and will also become the main battlefield in the future of China's tourism industry. Ecotourism is the direction of sustainable tourism development, the Plan also calls for the full promote of eco-tourism and other characteristic tourism, tourism industry should play the leading role as a resource-saving and environment-friendly industries. Therefore, in seashore region, tourism development must be integrated into eco-tourism concept, focuses on eco-tourism efficiency, and improves tourism development quality, implement people's satisfaction and sustainable development of tourism.