Quantitative evaluation of tourism resources based on analytic hierarchy process

Gui Hu Town in Chaozhou is in the primary stage of tourism development, but it is excluded from the master plan of Chaozhou tourism development. In order to find out the problem, this paper evaluates the tourism resources of Gui Hu Town by using AHP and experts' judgment matrix, and compares it with Chu's model to provide reference for the development of tourism in this area.

Key words analytic hierarchy process; Chu Fangyi model; Gui Hu Town; Evaluation of tourism resources

First, the origin of the study

In recent years, from provincial capitals to cities and even counties, local governments have encouraged the development of local tourism resources whenever it is possible to develop tourism. Nature, as the premise of development, tourism planning is indispensable. Chaozhou, an ancient city in eastern Guangdong, is no exception. Invite experts and scholars from the Center for Regional and Urban Studies of Sun Yat-sen University to make a master plan for the local area (2005-2025). However, in this plan, Gui Hu Town, once the seat of Chaozhou Prefecture, was excluded from the future planning and construction area, which surprised the local tourism administration. Because, compared with other planning areas, Gui Hu Town's tourism industry has already started, and its development momentum is promising. Why is this happening? Market choice has not been recognized by experts and scholars. Therefore, it is necessary to investigate, classify and evaluate the occurrence of tourism resources in Gui Hu town, and find the answer.

Second, the application of analytic hierarchy process in the evaluation of tourism resources

Analytic hierarchy process (AHP) was put forward by American logistics scientist Saty T.L in 1970s. Analytic Hierarchy Process (AHP) is an effective multi-objective decision-making method, which objectively describes people's subjective feelings and transforms qualitative problems into quantitative ones. The basic steps of applying analytic hierarchy process are: (1) establishing a comparative judgment matrix; Find the eigenvector (i.e. weight) of the matrix; Then find the eigenvalue; Check the consistency, and if it passes, stop the calculation; If it fails the conformance test, return and adjust the judgment matrix until it passes the test.

Since the introduction of China in 1980s, analytic hierarchy process (AHP) has been widely used in various disciplines. Chinese tourism scholars Chu and Bao Jigang first applied it to the evaluation of tourism resources. Later it was popularized by other scholars. Using analytic hierarchy process, Chinese scholars mainly use three methods to evaluate tourism resources. The first method is that after constructing the hierarchy of tourism resources, instead of using judgment matrix, experts use Tefel method to score. This method is too subjective and essentially divorced from the quantitative requirements of analytic hierarchy process. The second method is to directly apply the weight of Chu Fangyi or Bao Jigang's model to grade the evaluation factors of tourism resources in this area. This method can not only reduce subjectivity, but also make it difficult to compare the evaluation results of different experts on heterogeneous tourism resources in different regions. In this way, it has returned to the old road of subjective qualitative evaluation, so its application scope is limited. The evolution of the second method is that the judgment matrix is not constructed according to the pairwise comparison of local tourism resources, but is calculated again with the model of Chu Fangyi or Bao Jigang, and its essence is to repeat the work done by predecessors. The third method constructs a judgment matrix and calculates the weight by comparing the rating factors of local tourism resources, but it needs multiple tourist destinations to compare their development value. This method is more in line with the requirements of analytic hierarchy process. In this paper, this method is adopted, and the evaluation factors of tourism resources refer to Chu Fangyi's model, but several tourist destinations are not selected for comparison.

Three. Overview of Tourism Resources in Chaozhou Gui Hu Town

Gui Hu, with a long history, was originally named Gui Hu, and was named after its turtle production. In ancient times, it was the southern part of the South China Sea. From the late Neolithic Age to the early Spring and Autumn Period and the Warring States Period, the ancestors lived a nomadic life here, leaving behind the ruins of hills. Because of the low mountains, it often belongs to the lake, and it was renamed the lake in light years. Gui Hu Town is close to the South China Sea, with a straight line distance of 35 kilometers, and has a subtropical mild and rainy maritime climate. Due to the low latitude, sufficient radiation, sufficient temperature and light. The annual average temperature is 265438 0.5 degrees Celsius, the average illumination is 2000 hours, and the relative humidity is 82%. Often affected by typhoons, southerly winds prevail, with long summer and warm winter and evergreen seasons. Nature provides good conditions for the reproduction of animals and plants returning to the lake.

Gui Hu Town is rich in tourism resources, elegant environment, beautiful blue sky, beautiful scenery, simple folk customs and outstanding people. There are the provincial cultural relics protection unit "Wang Dabao's Tomb", the ruins of the ancient building "Chen Diaowang Village" in the Ming Dynasty, the She villages, islands, Jinfeng hot springs, the remains of glacial activities-the wonders of the ice mortar, the valleys that preserve the original ecology, and the remains to be developed.

In addition, Gui Hu Town has strong accessibility, about 30 kilometers away from Chaozhou City and 70 kilometers away from Shantou City. Yifeng county road runs through the whole territory, and Wengui line leads to the lake. Moreover, expressway is built by the river, with dense ecological green forests on both sides of the road. On the way, you can overlook the Han River and feel like you are in a gallery.

Four. Evaluation of Tourism Resources in Chaozhou Gui Hu Town

Gui Hu Town in Chaozhou is in the primary stage of tourism development, but it is excluded from the master plan of Chaozhou tourism development. In order to find out the problem, this paper evaluates the tourism resources of Gui Hu Town by using AHP and experts' judgment matrix, and compares it with Chu's model to provide reference for the development of tourism in this area.

Key words analytic hierarchy process; Chu Fangyi model; Gui Hu Town; Evaluation of tourism resources

First, the origin of the study

In recent years, from provincial capitals to cities and even counties, local governments have encouraged the development of local tourism resources whenever it is possible to develop tourism. Nature, as the premise of development, tourism planning is indispensable. Chaozhou, an ancient city in eastern Guangdong, is no exception. Invite experts and scholars from the Center for Regional and Urban Studies of Sun Yat-sen University to make a master plan for the local area (2005-2025). However, in this plan, Gui Hu Town, once the seat of Chaozhou Prefecture, was excluded from the future planning and construction area, which surprised the local tourism administration. Because, compared with other planning areas, Gui Hu Town's tourism industry has already started, and its development momentum is promising. Why is this happening? Market choice has not been recognized by experts and scholars. Therefore, it is necessary to investigate, classify and evaluate the occurrence of tourism resources in Gui Hu town, and find the answer.

Second, the application of analytic hierarchy process in the evaluation of tourism resources

Analytic hierarchy process (AHP) was put forward by American logistics scientist Saty T.L in 1970s. Analytic Hierarchy Process (AHP) is an effective multi-objective decision-making method, which objectively describes people's subjective feelings and transforms qualitative problems into quantitative ones. The basic steps of applying analytic hierarchy process are: (1) establishing a comparative judgment matrix; Find the eigenvector (i.e. weight) of the matrix; Then find the eigenvalue; Check the consistency, and if it passes, stop the calculation; If it fails the conformance test, return and adjust the judgment matrix until it passes the test.

Since the introduction of China in 1980s, analytic hierarchy process (AHP) has been widely used in various disciplines. Chinese tourism scholars Chu and Bao Jigang first applied it to the evaluation of tourism resources. Later it was popularized by other scholars. Using analytic hierarchy process, Chinese scholars mainly use three methods to evaluate tourism resources. The first method is that after constructing the hierarchy of tourism resources, instead of using judgment matrix, experts use Tefel method to score. This method is too subjective and essentially divorced from the quantitative requirements of analytic hierarchy process. The second method is to directly apply the weight of Chu Fangyi or Bao Jigang's model to grade the evaluation factors of tourism resources in this area. This method can not only reduce subjectivity, but also make it difficult to compare the evaluation results of different experts on heterogeneous tourism resources in different regions. In this way, it has returned to the old road of subjective qualitative evaluation, so its application scope is limited. The evolution of the second method is that the judgment matrix is not constructed according to the pairwise comparison of local tourism resources, but is calculated again with the model of Chu Fangyi or Bao Jigang, and its essence is to repeat the work done by predecessors. The third method constructs a judgment matrix and calculates the weight by comparing the rating factors of local tourism resources, but it needs multiple tourist destinations to compare their development value. This method is more in line with the requirements of analytic hierarchy process. In this paper, this method is adopted, and the evaluation factors of tourism resources refer to Chu Fangyi's model, but several tourist destinations are not selected for comparison.

Three. Overview of Tourism Resources in Chaozhou Gui Hu Town

Gui Hu, with a long history, was originally named Gui Hu, and was named after its turtle production. In ancient times, it was the southern part of the South China Sea. From the late Neolithic Age to the early Spring and Autumn Period and the Warring States Period, the ancestors lived a nomadic life here, leaving behind the ruins of hills. Because of the low mountains, it often belongs to the lake, and it was renamed the lake in light years. Gui Hu Town is close to the South China Sea, with a straight line distance of 35 kilometers, and has a subtropical mild and rainy maritime climate. Due to the low latitude, sufficient radiation, sufficient temperature and light. The annual average temperature is 265438 0.5 degrees Celsius, the average illumination is 2000 hours, and the relative humidity is 82%. Often affected by typhoons, southerly winds prevail, with long summer and warm winter and evergreen seasons. Nature provides good conditions for the reproduction of animals and plants returning to the lake.

Gui Hu Town is rich in tourism resources, elegant environment, beautiful blue sky, beautiful scenery, simple folk customs and outstanding people. There are the provincial cultural relics protection unit "Wang Dabao's Tomb", the ruins of the ancient building "Chen Diaowang Village" in the Ming Dynasty, the She villages, islands, Jinfeng hot springs, the remains of glacial activities-the wonders of the ice mortar, the valleys that preserve the original ecology, and the remains to be developed.

In addition, Gui Hu Town has strong accessibility, about 30 kilometers away from Chaozhou City and 70 kilometers away from Shantou City. Yifeng county road runs through the whole territory, and Wengui line leads to the lake. Moreover, expressway is built by the river, with dense ecological green forests on both sides of the road. On the way, you can overlook the Han River and feel like you are in a gallery.

Four. Evaluation of Tourism Resources in Chaozhou Gui Hu Town

Verb (abbreviation of verb) conclusion

First of all, compared with Chu Fangyi's model, the value weight of tourism resources in Gui Hu town is 0.557 14 lower than that of Chu Fangyi's model, and the quality weight of tourism resources is much lower than that of Chu Fangyi's model, the former is 0. 13929 and the latter is 0.5762. This is also part of the reason why master planners exclude Gui Hu from the master plan. However, the quality of tourism resources is only a sufficient condition but not a necessary condition for the development of tourism, and regional conditions and location characteristics can make up for the shortage of tourism resources quality. In Chaoshan, where human tourism resources are intensive, there is an original ecological canyon and stream that is scarce, and Gui Hu Town has such resources. Taking Chaoshan area as the main target market, Gui Hu Town can develop into an ecological leisure tourism destination in Chaoshan area. However, due to the low level of tourism resources in Gui Hu town, we should pay attention to the investment scale in the development process. In addition, the scale weight of tourism resources is higher than the quality. In order to make up for the lack of quality, we should develop different types of tourism resources as a supplementary way. At the same time, Gui Hu Town, as a marginal area, must be able to provide tourists with novel experiences that Chaozhou Central District lacks, which requires each scenic spot to highlight its own characteristics as much as possible to improve its quality, and it is worth considering to develop the caves of Fenghuang River (with relatively high water weight) and make use of the customs of She nationality. In addition, the small capacity of scenic spots is also a common problem of Chaozhou tourist attractions. To improve the quality of scenic spots, we should also take expanding the capacity of scenic spots as a breakthrough.

Secondly, this evaluation attaches great importance to the location characteristics of tourism resources. Besides good natural ecology and land use conditions, Gui Hu Town is located in the suburb of Chaozhou, so it is also a very important reason to make good use of the infrastructure and tourist facilities in Chaozhou city. Therefore, when developing tourism in Gui Hu Town, in addition to the necessary reception facilities, it is advisable to arrange less or no tourist facilities. This has certain reference significance for other similar scenic spots on the central edge, of course, here refers to the scenic spots near the edge.

Finally, in this evaluation, the weight of traffic conditions connecting tourist destinations is lower than the weight of distance from tourist destinations, which also shows that the traffic conditions from the main tourist destinations (Shantou) to Gui Hu Town need to be improved, mainly parking facilities, car maintenance facilities and traffic signs. With the rise of self-help tour and go on road trip, tourist destinations with good traffic conditions will be more popular.