乡村旅游地绩效评价体系的构建及应用

Construction of the Performance Evaluation System for Rural-Tourism Region and Its Application

乡村旅游存在"重开发,轻管理"的现象,尤其是在旅游开发后,缺乏有效的绩效评估及相应的管理对策分析,导致乡村旅游的可持续发展面临挑战。为保证乡村旅游地健康有序地发展,就必须有一个综合的评价体系,以诊断其效益状况。运用专家咨询法和层次分析法,构建了乡村旅游地绩效评价指标体系、标准及评价模型,其中指标涵盖环境、社会、经济和旅游支持等方面的因素。最后通过对浙江省临安市白沙村的应用性分析,结果显示检验结果与实际情况基本一致,表明本体系具体有一定的可操作性和科学性,但由于乡村旅游地绩效评价研究正处于探索性阶段,其客观性、规范性及普适性还有待加强。

Rurahourism region is now in a situation that its exploitation and management has not been paid same attention, especially after tourism exploitation. The sustainable development of rural tourism is facing challenges for lack of effective performance evaluation and management of the corresponding countermeasures analysis. Adopting the Delphi Method and the Analytical Hierarchy Process, the paper establishes the performance evaluation index system, evaluation standard and evaluation model for rural tourism region. The evaluation system is applied to evaluate Baisha village, a rural tourism area, which is located in Lin＇an city, Zhejiang province. The results of empirical research are basically consistent with the actual situation, which shows that the system is feasible and scientific in some degree. But because performance evaluation study of rural tourism is in an exploring stage, its objectivity,normality and applicability needs to be strengthened.