Evaluation And Promotion Of Tourism Competitiveness Of Chongqing Area In Qinling And Daba Mountains

The tourism industry is rising to the national strategy of our country after entering the 21 st century, and more regional defined tourism as a pillar industry and leading industry, increasing tourism investment, more rich tourism products, meanwhile regional tourism competition is also increasingly fierce. How to enhance the tourism competitiveness and keep the sustainable development of tourism industry in the fierce competition has become an important issue for the healthy development of the regional tourism industry.The area of Qinling and Daba mountains is not only the watershed of Yangtze River and the Yellow River, the boundary between the north and south climate, the central water source and the central green lung, is also the important birthplace of Chinese civilization, the core of the intersection area of northwest, southwest, central and north of China, the hub of the coordinated development of the western development and the rise of central region of China, and crucial areas for poverty alleviation. Qinling and Daba mountains are rich in tourism resources. In 2012, the National Development and Reform Commission(NDRC) and the Poverty Alleviation Office of the State Council jointly compiled The Regional Development and poverty alleviation plan(2011 ~ 2020) of Qinling Mountain Area, it suggested that take the tourism as a special advantage industry, to achieve regional green recycling development and out of poverty. There are five counties including Chengkou, Yunyang, Fengjie, Wushan and Wuxi in this area located in the northeast of chongqing ecological conservation development zone, which are state poverty counties. Our study area is rich in tourism resources, excellent ecological environment, but restricted by natural conditions, economic development level and market orientation. Tourism development is relatively slow, and the tourism competitiveness is not strong, and tourism resource advantage has not completely transformed into economic advantage, meanwhile, tourism poverty alleviation effect has not yet been fully revealed. Therefore, it has great significance to upgrade the countermeasures of regional tourism competitiveness for the healthy development of the regional tourism based on scientific evaluation of our study area.This study drawing on academic achievements on regional tourism competitiveness establishes the evaluation index system of the regional tourism competitiveness combined with the actual situation of Qingling and Daba mountains of Chongqing tourism development. We give weight to evaluation index using coefficient of variation and analytic hierarchy process, etc. Using the maximum value method to evaluation index dimensionless, and evaluate the competitiveness of regional tourism using weighted multiple index comprehensive evaluation model; we put forward the strategy to enhance the competitiveness of the regional tourism based on the evaluation results. Through the research, the conclusions show that:(1)The evaluation index system of tourism competitiveness of Chongqing area in Qinling and Daba mountains is constituted by foue levels including the target layer, criterion layer, subdivision and index layer. The criterion layer is composed of three indexes, which are tourism competitive power, tourism competitive potential and tourism environmental support. Subdivision layer is consists of nine indicators including tourism economic development strength, the strength for the development of the tourism industry, condition of tourism resources and human resources, Marketing Capability, environment of economic, ecological,cultural, and infrastructure and so on. Index layer is composed of forty-eight indicators, which are tourism of direct economic income, tourist receipts, visitors’ average residence time, etc.(2)During the study period, the tourism competitiveness was with an average annual increase of more than 9%, overall maintaining a rapid upward trend, however, the stability of growth is poor.(3)The tourism competitiveness in Fengjie and Wuxi county is the strongest in Chongqing area of Qinling and Daba mountains, and Wushan county is among the middle, while, Chengkou county is the weakest one.(4)The tourism competitiveness and tourism competitive strength of our study area is highly consistent, but there are some differences with competition potential and tourism environmental support.(5) The tourism competitive strength is the criterion layer index which is the greatest contribution to the tourism competitiveness, and the lowest contribution is competition potential in our study. The tourism competitive strength has a larger upgrade space. The tourism economic development strength, tourism industry development strength and economic environment are the subdivision layer index that is the greatest contribution to the tourism competitiveness, and lowest contributions are infrastructure environment, marketing capability and cultural environment. The tourism economic development strength and marketing capability has a larger upgrade space, meanwhile human resource condition and cultural environment also needs to be further enhanced. The number of tourist and entertainment companies, tourism income, tourist receipts, visitors’ average residence time are the index layer which is the greatest contribution to the tourism competitiveness, and the lowest contribution are number of ports, social security satisfaction, number of school, harmless treatment rate of domestic waste and so on. The visitor reception, direct economic income of tourism, and its annual growth rate has a larger upgrade space.(6)Based on the evaluation results in our study area, this regional should take measures to promote tourism competitiveness rapidly and achieve regional tourism competitiveness steady growth. We should bring out strengths to ensure the competitiveness of regional tourism synchronous promotion, and strengthen the marketing to improve conversion rate of tourism’s potential competitive. Meanwhile, we are supposed to improve the tourism public facilities and consolidate foundation for the development of regional tourism. The tourist talents should be trained to enhance the tourism potential competition. To enhance the regional tourism soft power, we ought to create a good cultural environment.