A Research On Island Tourism Quality Evaluation Based On The Perspective Of Tourists’ Perception

There are many islands in our country.The islands have rich tourism resources and unique landscapes.In recent years,along with the continuously heating up of island tourism demand and the successively issuing of related supporting policy,island tourism of our country develops rapidly.However,at present,the tourism quality level of island tourism of our country is still relatively low on the whole.Domestic is still lack unified evaluation standard of island tourism quality.Therefore,proceeding from the perspective of the tourist perception,establishing an evaluation system and evaluation model of island tourism quality can promote healthy and continuously development of island tourism.Following the research approach "theoretical analysis--the construction of index system--the construction of evaluation model--empirical research",this paper answers the core question of "How to evaluate the tourism quality of island tourism destinations" under the background of constructing a strong tourism country.On the basis of describing the concepts and theories related to tourist perception,island tourism and tourism quality,the initial evaluation system of island tourism quality based on tourist perception is established through literature summary.Then the initial system is adjusted,screened and optimized through Delphi method,pre-survey and the analysis of membership degrees.Finally,an evaluation system of island tourism quality has been formed,which consists of four system layers,namely service quality,environmental quality,facility quality and landscape quality,covering 11 element layers,namely reliability,responsiveness,assurance,empathy,security,natural environment,human environment,infrastructure,supporting facilities,natural landscape and human landscape,and 47 index layers.At the same time,entropy method and analytic hierarchy process are used to give weight to the evaluation indicators.This paper also standardizes the index system and establishes the island tourism quality evaluation standard,comprehensive scoring model and five evaluation levels of island tourism quality,namely excellent,good,medium,low and poor.Based on the island tourism quality evaluation system and evaluation model,taking Nan’ao Island as the empirical study,its tourism quality was comprehensively evaluated,and various specific indicators were analyzed by IPA.The results show that the total score of tourism quality evaluation of Nan’ao Island is 86.84 points,and the evaluation grade is good.Most of the indicators of the natural environment and landscape of Nan’ao Island are located in the advantageous areas in the IPA quadrant,while some indicators of the human environment and supporting facilities,as well as all indicators of the human landscape are located in the repair area,which is in urgent need of key improvement.Based on the above analysis,specific countermeasures to improve the tourism quality of Nan’ao Island are proposed from the following four aspects:(1)strengthen the construction of service personnel,provide personalized services for tourists,and improve the safety early warning and emergency rescue mechanism;(2)take advantage of the natural environment,protect the ecological balance of the environment,and create a comfortable cultural tourism environment;(3)improve parking and bus configuration,cover the whole island with mobile communication signals,and strengthen the construction of supporting facilities;(4)use natural landscape resources to carry out a variety of tourism activities,dig deep history and culture,and fully show the unique island folk customs.