The Research On The Social Benefit Evaluation Of Ecotourism Area

With the vigorous development of ecotourism, the evaluation of ecotourism benefit receives public favour. Although at present in the domestic tourism industry, the social benefits evaluation of ecotourism has caused more and more people's attention, but the research is still relatively weak. How to build a comprehensive and representative social benefit evaluation system of ecotourism area is a topic worth trying and exploration research.Firstly, the paper introduces and summarizes the relative concepts and content of ecotourism, ecotourism area, social benefit and benefit evaluation, define the basic concepts of the research, at the same time, points out that the theory of sustainable development, ecological ethics and tourism sociology are the basic theory of the social benefit evaluation of ecotourism area.Secondly, with the regional economic growth theory, which is the method to determine the decline or prosperity of industry department in the regional economic development(i.e. combine the integrated assessment and industry department growth evaluation, while pay attention to the different foundations of each department), the paper forms the basic thought of building the social benefit evaluation system of ecotourism area, that is: the system should contain social benefit evaluation indicators system and basic factors system, and the evaluation result includes social benefit gross evaluation and social benefit growth evaluation two parts. Meanwhile, points out the principles of building the system: scientificity, understanding hierarchy, comprehensive and the independence, Qualitative and quantitative, dynamics and the stability, practical and operability, Comparable and measurable.Thirdly, based on the thought and principles above, building the social benefit evaluation system of ecotourism area. The paper adopts expert evaluation method to identify the main evaluation indicators of indicators system and the main factors of basis factors system, then uses AHP to determine the proportion of each indicators and basic factors, at last, apply the system through four ways: the calculation of evaluation gross, the calculation of basis value, the social benefit evaluation of single ecotourism area and the social benefit evaluation and comparison of multi-ecotourism area.Finally, based on the scientific selection basis, select Yuelu Mountain scenic spot and Shiyan Lake scenic spot as validation objects of the system, access the quantitative value of each indicators and factors through questionnaires survey, apply the system into the scenic spots respectively according to the four ways above, and proved that the evaluation system is reasonable and applicable.