基于ISM的乡村旅游综合竞争力影响因素研究

Study on Influencing Factors of Comprehensive Competitiveness of Cural Tourism Based on Interpretative Structural Modeling

影响乡村旅游综合竞争力存在资源条件、旅游条件、开发条件三大方面10个主要因素,运用解释结构(ISM)模型探索了各影响因素之间的层级逻辑关系,明确了各影响因素的影响路径与影响程度。结果表明:影响因素分为五小层级三大层级,表层(直接影响层)是产品和服务,中间层(间接影响层)是市场作用因素,深层(根本影响层)是资源政策,进一步明确了各层级推进乡村旅游综合竞争力的作用机理。根据据层级划分结果及作用机理,提出提高乡村旅游综合竞争力的建议:(1)挖掘旅游资源,完善政策体系;(2)发挥市场效益,有效配置资源;(3)提升服务品质,保持产品特色。

There were 10 main influencing factors of comprehensive competitiveness of rural tourism,they were three aspects including resource conditions,tourism conditions and exploitation conditions.This paper used interpretative structural modeling to explore the hierarchical logic relations among the influencing factors and to define the influencing path and the degree of influencing factors.The results showed that influencing factors were divided into five small hierarchies and three hierarchies,surface direct influencing factors were product and service,middle indirect influencing factors were market factors and deep-seated fundamental influencing factors were resource and policy.Thia paper clarified the mechanism of promoting comprehensive competitiveness of rural tourism at all levels,then put forward three suggestions that developed rural tourism based on the results and mechanism of action: ①Exploring tourism resources and improving the policy system;②Giving play to market efficiency and allocating resources efficiently;③Improving service quality and maintaining product features.