Tourist perception is a psychological process through which tourist obtains information on travel target,environment of tourist destination.The evaluation of tourist perception involves a lot of factors,and the appraising information is not complete and exact entirely,which determines the gray nature of the evaluation system.Direct to this characteristic,this article makes the comprehensive evaluation of tourist perception by way of combining the AHP(Analytic Hierarchy Process) and Grey Theory.First,key factors that influence tourist perception are analyzed and the evaluation index system of tourist perception is then set up.Second,the weights of each index are obtained through AHP method.Finally,taking the five main tourism destinations in the Mega-Guilin Tourism Circle for examples,this article applies the method into the evaluation process.The empirical study shows that the result of the multilevel grey evaluation of tourist perception is objective and reliable.It can offer reference for the decision-making of planning,management and marketing of tourist destination.
WANG Xia, GU Chao-Lin, MEI Hu
. Application of Multilevel Grey Evaluation in Tourist Perception[J]. SCIENTIA GEOGRAPHICA SINICA, 2007
, 27(1)
: 121
-126
.
DOI: 10.13249/j.cnki.sgs.2007.01.121
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