旅游纪念品开发要素评价体系探讨

Research on Evaluation System of Tourism Souvenirs Development Factors

旅游纪念品开发过程中面临开发要素的取舍困境.通过对淘宝中的100件旅游纪念品进行抽象归纳,概括了15项旅游纪念品要素,通过6名同学的评分评价,筛选出6项核心要素,并根据属性划分为外观系统及功能系统2个系统,经过AHP分析法对评价体系指标进行权重赋予,以SD语义分析法制定参考评价标准,通过对蒙古包插线板旅游纪念品的评价,得出蒙古包插线板处于旅游纪念品开发要素综合评价Ⅱ级.经进一步计算,以方差分析法确定了评价体系中的6要素具有显著差异,以此证明在要素归纳过程中要素间的区分度具有明显差异,强化了评价体系的科学性.

The development of tourist souvenirs faces the dilemma of choosing factors.This paper summarizes 15 tourist souvenir elements through summing up 100 pieces of tourist souvenirs in Taobao.And 6 core elements are screened out through the evaluation of 6 students.The core elements can be divided into appearance system and function system based on their attribute.Then use the analytic hierarchy process （AHP） to quantifies the index system and gives different weights to all evaluation indexes,and set the evaluation criteria based on method of Semantic Differential（SD）.The thesis taking a patch board which looks like Mongolian yurt as an example,and get the evaluation grade.We find that the 6 core elements in the evaluation system have significant differences by analysis of variance,which proves that the differentiation between elements is obvious in the process of factor induction and strengthens the scientificalness of the evaluation system.