Research On Performance Evaluation Of Publicity Of Tourism Destination Image

Under the background of economic structure adjustment and supply side reform,the tourism economy has received unprecedented attention from the government,and has also achieved good development results and potential.In the government's tourism management,tourism destination marketing has become the key content,and the publicity of tourist destination image is the main form of practice.In the context of the "financial accountability system",the tourism destination image publicity work has brought together many policies,funds and human resources,so it is urgent to evaluate its performance in order to improve the efficiency of its resource allocation.From the perspective of performance evaluation management,based on the theory of brand communication,destination marketing and other theories,this paper discusses the establishment process and the use method of the performance evaluation model of tourism destination image publicity.Based on this,this research takes the performance evaluation of tourism destination image publicity as the core,reviews and analyzes the relevant theoretical research results,uses the theory of brand management and destination marketing as reference,and constructs a set of complete evaluation index system,which is divided into target layer,standard layer and evaluation on the basis of expert discussion.The target layer is the performance of the tourism destination image propaganda,and the standard layer is carried out from five dimensions of planning,communication,market,efficiency and management,and the lowest evaluation factor has 35 variables.After a comprehensive comparison of various methods,we have chosen the fuzzy comprehensive evaluation method for the comprehensive evaluation of tourism destination image publicity performance evaluation.By issuing and collecting the questionnaire to the expert group,we obtain the 2-2 comparison judgment matrix of each evaluation factor,and use the analytic hierarchy process to deal with the data,and determine the relative weight and the combination weight of each index.Subsequently,the operation steps and methods of the two level fuzzy comprehensive evaluation are explained.Finally,taking Anhui as an example,this paper makes an empirical analysis of the performance evaluation model.Finally,it explains the model,analyzes its value in theory and practice,and discusses the limitations and future research directions of this model.