Study On Comprehensive Quality Evaluation Of 3A Scenic Villages In Hangzhou

In 2017,the Zhejiang Provincial Party Committee and the Provincial Government developed the construction scheme of “ten thousand scenic villages ”.By 2020,the province will build ten thousand grade A and above scenic villages,among which one thousand 3A scenic villages will be built.This is a new stage of rural construction and development in Zhejiang province after the construction of new countryside and beautiful countryside.The establishment of 3A scenic villages is not only an effective means to develop and protect rural resources in Zhejiang province,but also helps to improve the professionalism and competitiveness of rural tourism industry in Zhejiang province and enrich the types of rural tourism products.With 3A scenic villages construction and development,how to coordinate the relationship between conservation and utilization of 3A scenic villages,balance the rights and interests of local residents and tourists,and ensure that construction of the 3A scenic villages has shifted from quantity improvement to quality improvement.which is the country can the harmonious and sustainable development in the industrial transformation and rural tourism in rural construction and development play a positive role in the key.Based on the above,this paper takes 3A scenic villages in Hangzhou as the sample,from the pointview of comprehensive quality of villages,using literature reveiw,expert interview,questionnaire survey and analytic hierarchy process to construct the comprehensive quality evaluation index system of 3A scenic villages.Basis data required for the evaluation are collected through interviews,questionnaire survey,on-site surveys,instrumental measurements,,statistical data andGIS spatial analysis methods,which was used for the following in-depth analysis and evaluation of the comprehensive quality of 3A scenic villages in Hangzhou,.Finally some suggestions are puts forward to improve the comprehensive quality of 3A scenic villages in Hangzhou.The main research results of this paper are as follows:(1)The concepts of rural tourism,rural tourism destinations,rural construction and scenic villages are sorted out by studying the entensive literatures,and the concept of comprehensive quality of villages is defined.(2)The evaluation index system of comprehensive quality of 3A scenic villages is developed by studying the relevantliterature of rural tourism,rural tourism destination,rural construction,rural revitalization and urban quality,and referring to the Rules for Zhejiang Grade Evaluation of Service Quality in Scenic Villages,and the Rules of Implementation of 3A scenic villages in Lin’an and the Standards of Beautiful Rural Construction in Zhejiang Province,combined with in-depth interviews with experts and questionnaire surveys to extract and filter the evaluation index of the comprehensive quality of 3A scenic villages,and then the comprehensive quality evaluation index system of 3A scenic villages in Hangzhou is built.The evaluation system includes a target layer: a comprehensive quality evaluation index system for 3A scenic villages in Hangzhou,and five criteria layers: living environment quality,tourism development foundation,public management quality,socio-economic foundation and regionla traffic conditions,10 factor layers : Infrastructure,village environment,tourism service facilities,village’s history and culture,village’s security,management level,economic development,social development,location conditions,transportation conditions and 59 specific indicators,and the evaluation criteria and grade for each indicator is developed.(3)Through literature research,expert interview and questionnaire survey,the evaluation indexes of the comprehensive quality of 3A scenic villages were determined.On this basis,the weight of each index layer of the comprehensive quality of 3A scenic villages was calculated and analyzed with the analytic hierarchy process,and the comprehensive quality evaluation system of 3A scenic villages in Hangzhou was constructed.The index weights of the five criteria levels are as follows: living environment quality(0.3401)> location traffic conditions(0.2462)> public management quality(0.1664)> tourism development basis(0.1329)> socio-economic foundation(0.1143).The living environment quality bears more than 30% of the weight,of which the index weights of the living environment quality are ranked as infrastructure(0.2551)>village environment(0.0850),and the index weights under the tourism development are ranked as service facilities(0.0886)>history and culture(0.0443),The index weights under public management quality are ranked as village security(0.1387)> management level(0.0277),and the index weights under social and economic basis are ranked as economic development(0.0858)>social development(0.0286),and the index weights are ranked under the location traffic conditions.For location conditions(0.1641)> traffic conditions(0.0821).(4)The above constructed evaluation system is used to conduct an empirical study on the comprehensive quality of the 3A scenic villages in Hangzhou.The results show that in the 10 sample 3A scenic villages,the comprehensive quality scores of Qingzhiwu and Xiaogucheng are 4.6915 and 4.6351.The scores of Dongpuguan,Dipu Village,Shenao Village and Zhinan Village are 4.1410,4.4175,4.4644 and 4.0619;the comprehensive quality scores of Fengwu Village and Xinye Village are 3.827 and 3.8896;the comprehensive quality scores of Qingtian Village and Wangjia Village are 3.1789 and 3.0843;Obviously,there is gradient spatial differentiation in the comprehensive quality of 3A scenic villages in Hangzhou’s urban area and other 7 counties and cities.According to the current situation of comprehensive quality of 3A scenic villages with different evaluation grades,the some strategies s are put forward to improve the comprehensive quality of 3A scenic villages in Hangzhou.