Evaluation Of Sustainable Development Of Rural Tourism In Changsha

With the rapid development of our country's economy and the improvement of people's income,the rural tourism in China has been got rapidly development,and obtained remarkable achievement.But along with the rapid development of rural tourism in China,also created a series of problems that restrict the sustainable development of rural tourism in China,such as the quality of rural tourism products is low and similar products are serious and so on.These seriously restrict the sustainable development of rural tourism in China.Therefore,how to establish a scientific,reasonable evaluation index system of the sustainable development of rural tourism is very important and has become the hot interest field.In this paper,based on the theory of sustainable development of tourism,tourist destination life cycle theory,the evaluation theory of the sustainable development of rural tourism,the author builds the evaluation index system of sustainable development of rural tourism.The sustainable development of rural tourism in Changsha was evaluated using Delphi method and analytic hierarchy process(AHP).In detail,in order to evaluate sustainable development of rural tourism,the established index system includes 5 first class index,10 second class index and 27 third class index.Five first class indexes take such factors as tourist demand,tourism supply,environmental factors,tourism support and social factors into consideration.Based on the weight from experts score as well as the construction of appraisal matrix,rural tourism development evaluation score of Changsha city is 59.13,which means is in the general level.The evaluation score of tourist demand index is 82.88,indicating that tourist demand is the first driving force of rural tourism in Changsha.The evaluation score of tourism support index is 43.26,which is far lower than that of other first-level indicators,indicating that tourism support index needs to be strengthened.The evaluation scores of subjective factors of tourists,objective factors of tourists and ecological and environmental factors in the secondary indicators were 83.33,80.66 and 77.52,respectively,and Ranked in the top three of all secondary evaluation indicators.Rural tourism management level,tourism organization and management and economic and environmental evaluation index score were respectively ranked at the bottom in the second level index.Based on the evaluation results,this paper puts forward the optimizing countermeasures for the sustainable development of rural tourism,which should increasing the intensity of the rural tourism marketing,improving the accessibility of rural tourism destination,establishing a stable relationship of interests with the travel agency,improving the function of the rural tourism industry association,strengthening the government management,establishing non-governmental individuals,organization supervision system.