Study On Comprehensive Evaluation Of Small Tourism Towns Based On Visitor 's Perceived Value

In the early 21st century, with the rapid development of tourism and acceleration of urbanization, various regions, especially the ethnic minority areas, take full advantage of local tourism resources to develop the local tourism industry. Gradually, tourism has become the pillar industry to achieve the goal of accelerating the urbanization. Those towns are called tourist towns. In the advance of urbanization, the tourist towns conform to the tourism market demand and the development trend, which show the momentum of robust growth. In addition, it has received widespread attention over the country.More and more people are fond of small towns rich in tourism resources, beautiful natural scenery, unique humanistic scene, and profound historic culture. All those can satisfy their travel demand. They can enjoy the leisure time, relieve the pressure, relax their minds and learn knowledge. Under the background of rapid development of tourism towns, the key problem is how to satisfy the tourists better and more accurately.Based on the previous related-theory and documentation of perceived value of visitors, according to the development characteristics of tourism towns, this thesis will put forward a conceptual model of perceived value of tourists. With proper assumption, I have initially built an evaluation system of perceived value. This thesis takes Xizhou, Dali in Yunnan province as a case study. We have randomly issued 280 questionnaires. With 264 valid questionnaires, the effective rate is 94.2%. With the use of cluster analysis and non-parametric tests, this thesis optimizes the evaluation system of perceived value, and finally getting the evaluation system. The system includes 5 first-class indicators and 28 second-class indicators. With the use of entropy-fuzzy comprehensive evaluation, it will generally evaluate and analyze the perceived value of tourists in Xizhou, Dali. The overall assessment is 5.96. It is at the average level in the five levels. It shows that part of it can satisfy the travel demand of the tourists, though there still are many problems. First, the infrastructure in the town is poor. Second, it lacks of tourism projects and specialty goods. Third, the tourism management level in the town is backward. Fourth, the town lacks in risk awareness and safety facilities. Finally, based on the evaluation results, this thesis will put forward development proposals and measures for Xizhou, Dali. Furthermore, the thesis will point out its deficiency and prospect.