Study On The Effectiveness Evaluation Of Visitor Education In Ecotourism Area

This paper analyzed the research about the evaluation of the effectiveness of visitor education in ecotourism area. Combined with the characteristics of ecotourism resources and visitor education audience, from aspects of principles, objectives, content of education, education activities and media of visitor education in ecotourism area, this paper established visitor education system of ecotourism area.Using the frequency statistics, theoretical analysis and expert consultation, select evaluation index; using analytic hierarchy process(AHP), establish effectiveness evaluation index system of visitor education in ecotourism area. construct 11 pairwise comparison matrix, determine the weights of evaluation indexes with the help of Delphi technique method and Matlab7.1; obtain the data using the method of questionnaire survey, and calculate the effective score by fuzzy comprehensive evaluation method, and then construct the effectiveness evaluation model of visitor education in ecotourism area.The evaluation system is divided into four layers. They are the target layer, the system layer, the field layer and the index layer. The target layer only has one index, named the effect of visitor education in ecotourism area. It’s the target of establishing the system. The system layer is divided into three index levels of cognition, consciousness and behavior intention level. The field layer has 7 indicators, including local ecological resources knowledge, local social and cultural knowledge, ecotourism knowledge, awareness of ecological environment, tourism consumption ethics, own behavior, intervention. The index layer consists of 24 specific indicators. The biggest contribution in this paper is using the difference between the index score before and after the visitors get into ecotourism area as the visitor education effect.Whether in the whole evaluation system level or in the specific evaluation index level, if there are significant differences between tourists’ index score before and after visitor education, and the difference is positive, then the visitor education is effective.In the empirical stage, this paper selects the famous ecological tourism area in Shandong province-Long Island Nature Reserve as a case. using the questionnaire survey method, fuzzy comprehensive evaluation method, with the help of SPSS software, analyze the differences between each index score of the ecological cognition, ecological consciousness and ecological behavior before and after tourists visit Long Island Nature Reserve, and obtain the overall visitor education effect; furthermore, analysis this difference between different groups, obtain the influence of visitors’ social characteristics on the visitor education effect. Finally, according to the evaluation result, puts forward suggestions on improvement of visitor education system of Long Island Nature Reserve.