| Tourism shopping in the proportion of total tourism consumption has been considered to be an important yardstick to measure the level of tourism consumption level, and the development degree is also an important symbol in country or region to the depth and breadth. The field catches the attention of domestic and overseas tourism researchers and a great deal of scholarship is achieved on the concept and the basic theory of tourism commodities, market characteristics, market management and industry research of tourism shopping. For the study to measure the development level of tourism shopping industry is lack, disadvantageous effect is brought to the whole study of tourism shopping. Therefore, the paper makes a systematic analysis and evaluation on the development level of tourism shopping industry, using the analytic hierarchy process(AHP) model based on the existing research results.According to the hierarchy characteristics of tourism shopping industry, the paper chooses AHP to build a theoretical model on the development level measurement of tourism shopping industry. Based on summarizing the level of demand, the situation of market supply, and environment protection, we determine the factor weighting coefficients to construct a mathematical measurement model by using the AHP and Delphi method. The level of demand and supply, the level of environmental protection are three levels. In order to verify the model, which can show the development level and quality of tourism shopping industry, this article on the view of space and time, use the data of Beijing from2005to2011and five cities in North China in2011. The study shows that the mathematical model is scientific and operational.Based on the differences of tourism shopping industry in the vertical and transverse, we look for the key factors which affect the development of urban tourism shopping industry and analyze their influence on the development level of tourism shopping industry. For key factors, this paper puts forward a series of measures to optimize and upgrade the tourism shopping industry. That the main attraction measures consist of enriching tourism brand, hosting the festival activities and establishing tourism brands. The main optimization measures consist of mining unique tourism products, establishing production and research system, optimizing service quality and the supply force of the market order. Also the main support capability enhancement measures consist of optimizing industry development environment, strengthening intellectual property protection and strengthening market supervision and regulation. Cities can chose the measures and proposals which suit for promoting tourism shopping industry.In reference to the evaluation method and the theory of industry chain from domestic and foreign scholars, the paper constructs an evaluation system of tourism shopping industry which can show its development level, and then validate the system from horizontal and vertical. The model is stable and the evaluation results are reliable by comparing evaluation results with current situation. At the same time, the paper confirms that development level evaluation of tourism shopping industry has a very good indication function to improve the competitiveness of tourism shopping. Meanwhile the model is propitious to develop tourism shopping and the study is helpful to the sustainable development of tourism shopping industry and enriching its theory. |
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