The Study On The Efficiency Evaluation Of Urban Tourism Based On Improved DEA Model

Tourism is an important industry in the national economy, while urban tourism is an important part in the field of tourism study. With the rapid development of urban tourism, tourism in China has some problems. The extensive development of urban tourism is an important reason that holds back the national urban tourism development. Meanwhile, the over-investment leads to low efficiency of urban tourism. How to scientific and rationally develop and utilize tourism resources to ensure sustainable, healthy and rapid development of urban tourism is an important issue of our national tourism research.Through summarize the previous relevant studies, I found that most researches of the domestic and foreign scholars on urban tourism efficiency are mostly limited to theoretical studies and the macro level discussion. In particular, the researches of domestic scholars on urban tourism efficiency are also lack of empirical analysis. Therefore, this paper summarizes the previous studies on the related concepts of urban tourism, urban tourism efficiency and the urban tourism efficiency studies at home and abroad. Besides, this paper proposed a urban tourism efficiency evaluation model based on the correction coefficient, which eliminated the affect regional differences cause on the urban tourism efficiency study, so that the result reflects the issue more objectively. After that, the paper in-depth studied the urban tourism efficiency of 15 sub-provincial cities in 2000-2009 from four aspects:technical efficiency, pure technical efficiency, scale efficiency and the Malmquist index. The result showed that the level of urban tourism efficiency of 15 sub-provincial cities in 2000-2009 was higher in general. In each city, the urban tourism efficiency in Ningbo, Shenyang and Nanjing City are higher. Especially Ningbo City, its technical efficiency in 10 years has reached an optimal state, which showed that its resource input has reached a reasonable allocation. Other cities have the relatively low urban tourism efficiency due to the economy, geography, and other factors of the different policies. Finally, the paper put 15 sub-provincial cities into four types according to the each urban tourism efficiency values and returns to scale, and proposed the corresponding development strategy to four types cities, which enhanced the overall urban tourism efficiency and urban tourism development.The paper used a combination of quantitative and qualitative methods to improve the DEA model to in-depth research our national urban tourism efficiency from a new angle and summarized the four type cities of 15 sub-provincial cities tourism. On the one hand, it enriched the quantitative research methods of our national urban tourism efficiency. The other hand, it combined and summarized the development trend and type of 15 sub-provincial cities, which benefits to find the crux of urban tourism development, so that it proposed the practice drawing for our national urban tourism efficiency.