Study On Competitiveness Improvement Of Religious Tourism Destination

With China’s tourism market transition from mass tourism to cultural experience tourism, religious tourism has been rapid development by virtue of the unique charm. In the face of the fierce competition, how to recognize the strengths and weaknesses of its development, and then optimization to improve competitiveness, which became the core issue of religious tourism destination to achieve sustainable development in the future.In this paper, competitiveness of religious tourism destination as the research object. Based on the theory of comparative advantage and competitive advantage theory, combined with the particularity of religious tourism, summing up the influencing factors of religious tourism destination competitiveness mainly from five aspects:the destination attraction, destination environment,destination marketing, destination management and destination revenue. To establish the evaluation index system of religious tourism destination competitiveness by Delphi method, and use AHP to obtain the weight of each index, then establish quantitative criteria of evaluation indexes, and calculate the numerical value of religious tourism destination competitiveness by the weighted sum of multi-index comprehensive evaluation model.In the empirical part, to take the famous Buddhist resort of Mount Jiuhuashan of Anhui province as case analysis, compared the tourism competitiveness among Mount Jiuhuashan, Mount Putuoshan of Zhejiang province and Mount Songshan of Henan province. Finally, proposed countermeasures for competitiveness improvement of religious tourism destination, basing on the perspective of the needs of tourists and destination supply.