| Tourism is a kind of activity that people travel for leisure, commerce or other purposes and leave the confirmed circumstance for some other places and stay there, but less than one year. Tourism has become an important way for people to pursue and improve life quality in the rapid development of material civilization and spiritual civilization. Since last century, tourism has been developing rapidly and has become a pillar industry of many countries and regions. According to statistics of World Tourism Organization, international tourism has become an industry with highest trade value of international service trade, which makes great contributions to global socioeconomic development and evolves as one of the infant industry with a perfect future and massive industry in the world today.With continuously intensified reform and opening and development of economy and society, tourism has got a fast development and has become the important supporting point of economic development. The fast development of international and domestic tourism and the more important tourism competition require us to strengthen the study on the development of regional tourism. By building up evaluation system of regional tourism developmental level and analyzing and evaluating with scientific methods, on one side, an evaluation of regional developmental level could be made from theory and practice while governors may have a full and objective idea of the tourism developmental level in this region and have reliable and rich references for strengthening macro-management and scientific decision-making and supervising the better and faster development of tourism in this region; On the other hand, through comparison and analysis of examples, the advantages and disadvantages of regional tourism development could be seen clearly, and it also could help the administrative department to foster strengths and circumvent weaknesses, give full scope to the advantages, and be more scientific, more pertinent and more instructive in the constitution of related policies. The scientific, normative and systematic study and evaluation of tourism development should be based on the investigation and study and statistical analysis with reliable indicator system.This essay builds up corresponding evaluation indicator system from the development of regional entrance tourism and the comprehensive developmental level of regional tourism with main contents as follows:A study on the establishing principle and connotation of evaluating indicator system: mainly studied the principles of evaluation indicator system of regional tourism developmental level and connotation of evaluation indicator system. Among the connotation of evaluation indicator system, the author respectively studies and fixes the evaluation system of regional entrance tourism developmental level and components of the evaluation system of regional tourism comprehensive developmental level.The evaluation and analysis of regional entrance tourism development based on factor analysis: firstly, the author introduces the basic concept, procedures of factor analysis and then analyzes the entrance tourism developmental level in Shandong Province with factor analysis; after careful study, the author selects the numerical value of international tourism man-time, international tourist man-days, foreign exchange earnings from tourism, star hotels, revenue of star hotels, tourist agencies, persons engaged in tourism, average idle days of entrance tourists, average consumption of entrance tourists everyday, students number of tourism universities and colleges, labor productivity of star hotels and money making rate of permanent assets of star hotels from Yearbook of China Tourism of 2007; by checking and correlation analysis of KMO and Bartlett, it could be seen that it is correct to make factor analysis of these data; by working out the cumulative variance contribution rate, the author proposes the main factor; through the postrotatory factor loading matrix, the exact original indicators having a close relation with the selected common factor could be seen clearly; by calculation of factor score and factor loading matrix, the comprehensive score of each province(city) is worked out while the author makes a rank of these scores with table 3.7; by aggregate analysis, mass analysis, basic drive and benefit analysis and comprehensive score analysis, the author concludes: in recent years, Shandong Province has paid great attention to the tourism development and stimulated the further perfectness of tourism through series of measures, so the tourism output gets a stable improvement and the overall tourism development is leading in China; but compared with Guangdong, Beijing and Shanghai, there is a certain gap of Shandong Province entrance tourism development without highlights and the tourism development is still in the stage from growing to maturing. It needs extensive joint efforts to improve tourism developmental level in Shandong Province. On one hand, explore and make use of tourism resources. Make full use of geographical environment advantages of Shandong Province, traditional culture advantages and characteristic advantages of its own, strengthen the publicizing, improve the attractive force and competitiveness of entrance tourism; on the other hand, intensify and improve tourism environment. Set the business and service concept of "people oriented, faithful and creditable", build up quality product of tourism, form brand advantages, enhance continuously the quality and level of tourist service, improve the soft environment of entrance tourism, intensify tourism influence and stimulate the continuous and rapid development of Shandong Province tourism.The evaluation and analysis of regional tourism comprehensive developmental level based on analytic hierarchy process: the author mainly introduces the basic theory, judgment matrix and consistency check of analytic hierarchy process and the hierarchical structure of establishing indicator system; the author makes an analysis by taking Qingdao and Yantai for examples with analytic hierarchy process: selecting indicator data from statistical data of the statistics gazette on national economy and society development of Qingdao and Yantai in 2007 and in order to present the hierarchical structure of evaluating indicator system more clearly, the author builds up a corresponding evaluating indicator hierarchical structure seeing table 4.1; then the author makes a non-quantization of all data with the confirmation of judgment matrix and has a weighted calculation based on the result of each judgment matrix calculation and gets the weight of each indicator of tourism comprehensive evaluating indicator system in Shandong Province; then the author builds up the overall evaluation model and gets the overall evaluation result based on the following formula seeing table 4.5.Finally, the author makes evaluation and study on the tourism development in Qingdao and Yantai from aspects of city size and population density, economic conditions, traffic conditions, ecology environment, publicizing and supervising indicator evaluation and tourism specifications and gets corresponding conclusion. |
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