Evaluation Of Tourism Comprehensive Competitiveness In Shandong Province

Since China’s reform and opening up,tourism has developed rapidly and gradually became the dominant industry of national economy in our country.Each province attached importance to the development of tourism.To improve the comprehensive competitiveness of tourism of Shandong province better and faster,this paper aims to analyze the differences among the tourism comprehensive competitiveness of the east China provinces,through the way of building a framework of comprehensive competitiveness of regional tourism system.It has important theoretical instruction value and practical value for the further planning and development of economy of tourism industry in Shandong province.Firstly, there is the theory part.First of all,basing on the basic concepts and essence of the comprehensive competitiveness of regional tourism and the the connection between tourism and the comparative advantage theory,the competitive advantage theory and the sustainable development theory,this paper combines the actual situation of the tourism development of Shandong province to construct the integrated framework of regional tourism competitiveness evaluation index system and evaluate the comprehensive competitiveness of regional tourism from eight aspects include the market operation, business development,policies and services,network communication,the regional environment,resources endowment,cultural atmosphere,personnel scale.Secondly,on the basis of the eight index layer which has been established,adding 38 evaluation indicators to constitute the final comprehensive competitiveness evaluation index system of regional tourism.Finally,there comes to a conclusion is that the tourism industry is a complicated multi-factor system,to make tourism industry in Shandong province to achieve comprehensive and sustainable development,the most important thing is to obtain competitive advantage and relying more on increasing the overall comprehensive competition level to obtain comparative advantage.In terms of research methods,combining the characteristics of the comprehensive competitiveness of tourism in Shandong province,this paper elaborates and summarizes the merits and demerits of the analytic hierarchy process and the grey correlation analysis systematically,trying to combine the two methods effectively,to create a new idea of grey ahp to analyze tourism comprehensive competitiveness of Shandong province.Secondly,there is the empirical research part.In this paper,basing on the qualitative and quantitative evaluation of the tourism competitiveness of Shandong province,this paper combines MATLAB and the grey ahp creatively.With gray multi-level analysis method,the paper not only compare with the Chinese eastern cities in 2013 transversely but also compare with itself from 2004 to 2013 longitudinally.Then,there comes to a conclusion is that the tourism competitiveness of Shandong province is in the middle level compared with the other cities of eastern China.Although it has significant advantages in such aspects as natural resources competitiveness,anyway,the market operation,cultural atmosphere and network communication are still keep a certain gap with other provinces.Therefore,In view of the study,Shandong province should rely on the government support,expand the tourism market between home and abroad,promote the grade of tourism enterprises,innovate tourism marketing methods,strengthen infrastructure construction,promote the hard and soft environment reconstruction of the scenic spot and increase tourism investment,to enhance the competitive advantage and get rid of competitive disadvantage,nurturing and enhancing comprehensive competitiveness of tourism industry of Shandong province in continuously exploration.Thirdly,there is summary and outlook.From lacking deficiency about dynamics construction of the index system,to relying on the selection of index data rather objectively and the competition mechanism of the regional tourism,Methods of tourism comprehensive competitiveness and other aspects,the paper generalize and summarize many deficiencies to encourage more scholars to explore the growth advantage of the tourism industry of Shandong province in a more open way.