Research On Interactive Group Tourism Evaluation Method Based On Distributed Trust In Social Network Environment

Tourism is an important engine for driving consumption,investment,import and export.And it is also a new growth point to promote China's supply-side reform.With the rapid development of the current social network and the expansion of social circle,group tourism has become the latest trend of tourism development.Many travelers will use a variety of tourism BBS and social platform to travel together,such as a foreign website called "group tour media",it provides information services for all kinds of tourist groups;College students or family members will travel together,and most enterprises will also choose employee group tour as a company welfare.However,the existing route recommendation research generally considers more about the individual user's travel situation,that is,the study of individual travel route choice selection only to meet the needs of a individual user.While,group tourism involves the preferences of multiple decision makers.Therefore,this paper studies the related issues of the current group tourism evaluation method in order to help group effectively make the best tourism alternative with a high consistent degree.The key problem in group tourism evaluation is how to aggregate the group members' evaluation information,and make the group rank tourism alternatives to select a satisfactory one under a certain level of consensus.The group evaluation method mainly includes:(1)what kind of evaluation information is used;(2)how to measure the trust relationship among tourism group members;(3)how the tourism group to reach a consensus;and(4)ordering of the tourism alternatives.In view of the above points,this paper introduced the social network,group tourism evaluation and interactive multiple attribute group decision making theory,proposing a new interactive group tourism evaluation method based on distributed trust.First,a distributed trust SNA methodology is proposed through the definition of distributed trust algorithm and integrated operator,so as to calculate the trust relationship between experts to get the weight of each expert,and based on this to aggregate the individual evaluation matrix to a collective one.Then,the group consensus model is constructed,and a minimum cost feedback mechanism is proposed,which provides the most ideal interaction suggestions for the members of the group who are expected to achieve the consensus of the group at the same time and retain the original evaluation of the individual.The group consensus can be reached with the minimum cost so as to keep the balance between group consistency and adjustment cost.That is,the original information of the individual user is retained to the greatest extent while achieving consensus;Finally,to rank the alternatives based on the revised collective evaluation matrix and attribute weights,which can help the group make effective decisions and select the optimal scheme.At the end of the paper,a practical case analysis is represented to prove the application value of the group tourism evaluation method proposed in the paper.