Study On The Assessment Index Systems And Evaluation Criteria For The Smart Tourist Attractions

If we say "culture is the soul of tourism", then science and technology, especially the modern information technology is the No.1 productive force for modern development of tourism, and the smart tourism has become the development path for modern tourism. Nowadays, with the emergence of "smart earth", "smart city", various regions come up with smart tourism strategies. However, the study on the smart tourist attractions is still scarce, especially the assessment index systems and evaluation criteria are far from being enough, resulting in the unconspicuous actual effect of the construction of the smart tourist attractions. Therefore, it’s necessary to establish a comprehensive, precise and scientific set of evaluation criteria for smart tourist attractions, i.e. to set up some measurable index systems to serve as the construction standards and the dimension for a comprehensive assessment, thus accurately measuring and reflecting the process and the level of the smart tourist attractions construction, in order to provide beneficial references to the cities attempting to develop smart tourism.This article starts from the basic theoretical study, based on the literature review of the smart tourism, the smart tourist attractions and the assessment criteria, as well as the related domestic referential standards, analyzes in depth the related concepts and construction standards, and establishes the assessment index systems and evaluation criteria for the smart tourism through the scientific and reasonable decomposition, conclusion and synthesis.Firstly, screening the assessment indexes. In this article, I combine my own practical experiences with literature review study, and take the supportability of the actual data into account, establish the preselected set of indexes from the related criteria of four aspects, which respectively are management, service, marketing and support, make consultation questionnaire, consult with experts using Delphi method, estimate the importance of the indexes, combine the concentration ratio and coordination degree of the experts’opinions and repeat this three times, then determine the selected criteria. Thus, the established assessment index systems of the smart tourist attractions consist of target layer, system layer, element layer and index layer. The general objective is to measure the comprehensive level of the smart tourist attractions, and this can be divided into management,service,marketing and four mutually-promoting and mutually-constraing systems,including 9 elements, i.e. intelligent safeguard system, environmental monitoring, daily operation, information portal, interactive experience, e-commerce, brand promotion, communication network and planned guarantee, and 31 specific indexes.Secondly, determine the index weight. I construct the judgment matrix based on the established index framework, and adopt the Analytic Hierarchy Process (AHP) together with the experts’judgment to determine the weight of the index. The weight of service system is the biggest, followed by the management systems, while the weights of the marketing system and the supporting system are smaller. In the management system, environmental monitoring is slightly more important than the intelligent safeguard system and the daily operation; in the service system, the interactive experience is far more important than the information portal; like the service system, the e-commerce of the marketing system is much more important than the brand promotion; while in the supporting system, the communication network is as important as the planned guarantee. As for the individual indexes, the indexes such as "the level of the real-time statistical analysis of the visitors traffic", "the level of establishment and operation of the portal site", "the trueness and convenient level of the virtual tourist experience", "the coverage rate of the self-help tour navigation system", "the sales channels of the tourist products" have big weights, all over 0.0500.Thirdly, set up the evaluation criteria. I adopt the individual indexes evaluation method, experts experience rating method, questionnaire survey and analysis and so on, preferentially refer to the national, regional and related industrial standards, seek the advices from related experts, use field research, interview the relevant personnel of the tourist attractions, take the questionnaire survey, quantify and standardize the individual index, and establish the evaluation criteria of the smart tourist attractions. I also use the multiple-factor comprehensive evaluation method and construct the evaluation formula. It is recommended that, if a tourist attraction is to be evaluated as a qualified smart tourist attraction, the total score shall be no less than 70 and the score of each index shall be no less than 60.Finally, conduct the empirical analysis. I select the Sun yat-sen’s mausoleum scenic spot (mausoleum) which is located in Nanjing-one of the first batch of pilot national smart tourist cities-and is one of the first 22 pilot units of the smart tourist attractions in the country and one of Nanjing smart tourist attractions projects to be the case site, measure the difference between its indexes and the standard value, and find that it reaches the standard score which is 70, and the scores of individual indexes are all over 60, this means it can be rated as the smart tourist attraction. Besides, I give some relevant suggestions against its problems and verify the scientificalness and utility of the assessment index systems and evaluation criteria and make some proper corrections.