Theories And Methods Of Performance Evaluation Of The City Tourism Marketing Research

With the development of tourism, the competition becomes fierce. In order to promote the development of regional tourism industry, achieve scale economy and scope economy, most of countries and regions develop tourism marketing with public fund. However, studies on performance evaluation in city tourism marketing are not enough, and it isn't helpful to achieve full effectiveness of public fund and drive the development of regional tourism industry with economically and effectively. It's necessary to study on theories and methods of performance evaluation in city tourism marketing for perfecting control system of city tourism marketing.Based on previous studies on performance evaluation of tourism marketing and enterprise marketing, evaluation of tourist satisfaction degree and tourism service quality, and various theories and methods of evaluation, the main innovative research is summarized as follow:Firstly, the evaluation system of whole processing performance for complex system is put forward and applied to performance evaluation of city tourism marketing. The evaluation system includes four aspects: prospective evaluation, merger evaluation, comprehensive evaluation and holographic evaluation, and then system evolvement theory, merger theory, commonly system theory and holographic theory that every evaluation relies on are analyzed. In addition, evaluation methods about every evaluation are discussed. At last, the suitability and application idea of the evaluation system of whole processing performance in performance evaluation of city tourism marketing is put up.Secondly, the prospective evaluation on city tourism marketing performance is studied. The necessity and value of prospective evaluation is analyzed, and the suitability of system dynamic method is discussed, and then the SD model of prospective evaluation performance is build. With the data of demonstration city, the simulation analysis of the local tourists, old tourist origin tourists and new tourist origin tourists is executed, and every market performance is forecasted.Thirdly, the operational evaluation on city tourism marketing performance is studied. The supply chain model of city tourism is introduced, and the merger character and dissipation character in the supply chain is analyzed. Based on merger theory, management entropy is used to construct the operational performance index system of city tourism supply chain, and the evaluation method of merger entropy flow is bring forward. With the data of demonstration city, merger entropy flow evaluation is executed.Fourthly, the comprehensive evaluation on city tourism marketing performance is studied. The necessity of comprehensive evaluation is analyzed. Based on the principles of combination with economy benefit and social benefit, rivalrousness and commonweal, quantitative indexes and qualitative indexes, cumulate tourism asset and current market performance, current performance and sustainable development, the performance index system of city tourism marketing is constructed, and the meanings and measure methods of indexes is presented. Compare with various comprehensive evaluation methods, fuzzy comprehensive evaluation method is used for evaluating city tourism marketing performance with the data of demonstration city.Fifthly, the holographic evaluation on city tourism marketing performance is studied. The applicability of holographic evaluation in performance evaluation of city tourism marketing is demonstrated by tourist cognitive character, tourist cognitive mode and holographic characteristics in city tourism marketing. The performance evaluation index system and data processing method is presented. Deepen holographic cognitive theory with dividing holographic cognition into part holography, individual holography and history holography, and put forward holographic evaluation method, and then evaluating city tourism marketing performance with the data of demonstration city.Sixthly, the demonstration and performance improvement about city tourism marketing performance evaluation is studied. The performance obtained from prospective evaluation, merger evaluation, comprehensive evaluation and holographic evaluation are analyzed, and the improvement strategies and improvement tactics of prospective performance, merger performance, comprehensive performance and holographic performance are put forward.The evaluation system of whole processing performance for complex system can be not only applied well to performance evaluation of city tourism marketing, but also can be used in other complex system. It can provide the thoughts of performance improvement from macro-view, medium-view and micro-view, and from the view of before decision, in operation and results analysis.