| Ancient town commercialization is the focus of research and difficult problem on the studying of ancient town in recently years. how to different moderate commercialized and excessive commercialized, how to coordinate with tourism and commercial development, how to promote sustainable development has become a current ancient town research issues that need to be resolved. By reviewing relevant literature, analysis origin of commercial history, dialectical analysis, outlet analysis, it is found that moderate commercialized development is one of best model of ancient town development, how to realize moderate commercialized developed of ancient town become the most pressing issue to be solved. Recently commercial evaluation and research on ancient town only stay in qualitative evaluation level, its breadth and depth is not enough, especially in practice, is very randomness and maneuverability. Based on the field survey and data accurate survey and combine personal understanding of ancient town commercialization, it take a series of systematic and thoroughly study of quantitative evaluation of ancient town tourism moderate commercialized.Based on abundant research papers home and abroad, combining with the actual situation of Ciqikou ancient town commercial, consulting the renowned tourism experts in Chongqing, it get four dimension and twenty factors. Second step, questionnaire toward to these twenty factors is designed and surveyed. Third step, survey results are summarized and analyzed, twenty factors are analyzed quantitatively using qualitative description, correlation analysis and factor analysis , there are twelve factors and six principal component factors are chosen which is associated with ancient town commercialized perception, and get rid of the one is not associated with. Fourth step, do regression analysis to each principal component and each factor, obtain the weight coefficient, constructs ancient town moderate commercialized evaluation model by using AHP based on regression coefficient and factor analysis results. Fifth step, develop the evaluation grading criteria based on the national related standards on tourism industry, environmental quality, tourism environmental assessment and related research on ancient town commercialized evaluation. Sixth step, do field survey toward to the evaluation factors of evaluation model. Seventh step, endow and evaluate commercialization of Ciqikou ancient town based on the survey results and national related standards. Through the questionnaire survey empirical shows, the evaluation results are accord with the actual, evaluation methods and results are scientific and reasonable. Finally, it summarizes the study and put forward the corresponding Suggestions and countermeasures to the development of ancient town tourism moderate commercialized, pointed out the shortcomings with the research direction of the future.There are the main results as follows through studying :(1) suitable commercial development has become one of sustainable development model of ancient town. (2)There are three factors of population characteristic factor: degrees, main purpose, its tourism source are correlated with Tourists satisfaction. (3)After factor analysis of overall satisfaction perception get: commercial feature factors and commercial environmental factors and commercial tourism factors three factors. For commercial satisfaction perception after factor analysis get: commercial factors, tourism factors, cultural factors three factors.(4) According to the factor analysis and regression analysis: commercial tourism function, commercial tourism value, commercial decoration ,commercial historical and cultural value, commercial culture dilute the ancient traditional culture, commercial price are positive correlated to the ancient town tourism overall satisfaction. Commercial density, commercial pollution, commercial service attitude, crowded, commercialization degree, noisy are negatively correction. Commercial layout is no correlation. According to regression coefficients tourists commercial perception factors on the overall satisfaction contribution function is as follows: commercial tourism function, commercial tourism value, commercial decoration ,commercial historical and cultural value, commercial culture dilute the ancient traditional culture, commercial price, commercial density, commercial pollution, commercial service attitude, crowded, commercialization degree, noisy.(5) Summarized ancient town tourism commercialized evaluation model and scoring criteria. (6) Ciqikou ancient town commercial development is moderate, not overheated. |
