Evaluation of the harmonious development of rural tourism community to explore

Abstract: The combination of quantitative and qualitative methods, establishment of indicators, the harmonious Development of rural tourism community to evaluate. The basic steps are: the use of field visits and expert scoring method selected establishment of indicators, the use of AHP to determine the index weight, with typical case, the calculation harmony index, the harmonious Development of Hongcun evaluation.

Keywords: rural tourism community, Hong Village, harmonious Development, evaluation

One of the problem
Rural tourism community is a specific form of community, to achieve a harmonious rural tourism is tourism community Development needs. Hong Village is located south of Yixian County, Huangshan, Anhui, is the world's cultural heritage, rural Chinese painting from the start in 1986 to the present, tourism Development has made remarkable achievements, tourism accommodation was the lack of thousands of people from the initial development to 2009 60 million years, tourism revenues directly from the initial development of less than 10,000 yuan to $ 40 million in 2009, during which experienced many ups and downs, there have been the villagers refused to tourists, sued the government and other discordant situation.

We at the end of 2009, the harmonious development of Hong Village tourism the status of the community conducted a survey, a total of 200 questionnaires, 175 valid questionnaires were recovered by the analysis of assessment results, Hongcun in the human environment, democracy, civilization, community involvement and diversity operation and so there are factors of disharmony, which should be local government and more attention to tourism enterprises.

Second, build a harmonious development of the evaluation index system
The harmonious development of rural tourism communities involves political, economic and social spheres, is an integrated system, the system should be in accordance with the method to build evaluation system, including its overall objective to determine the division of the system level and subsystem level, select specific targets, indicators measured, aggregate indicators, six aspects of the system feedback.

1 to determine the overall goal into the system layer, we determine "the harmonious development of rural tourism community," as the overarching goal to complete this goal requires community environment, community economic, community management, community support to protect the four systems, the system has broken down into four major natural environment, human environment, tourism economy, infrastructure, democratic, civilized, tourism management, community safety, residents in eight subsystems. The multi-party comments, the majority of that support these systems is the harmonious development of rural tourism, a major force in the community.

(2) the selection of indicators and the establishment. Index selection is based on the principle of harmonious development, based on previous research by drawing on the full results, combined with Hongcun tourism community to tailor its own characteristics. The original 61 indicators were selected, including community-environment system 17, 10 community economic system, community management system 18, the community support system 16.

Indicators to establish the use of expert scoring, expert from the university professors, government officials, community residents constitute three categories in the statistics of the results of the first round of scoring, the original target of 61 in a total of four deleted, merging 12 items, the remaining 45 indicators into the second round of scoring, the second round of scoring and remove the seven indicators, merging the two indicators, and the remaining 36 indicators, scoring the third round of the indicators did not change.

Using T-test results on two scoring difference analysis (where а = 0.05. The results can be seen from t = 1.9798> 1.96, by T-test. The results after two scoring difference was not significant, indicating that the first three views of the experts agree on scoring, thus building a harmonious development of community tourism Hongcun evaluation index system (as shown in Table 1 page.

Third, the index calculation and aggregation
1. Target weight calculation. Target weight using expert judgments and AHP obtained. Evaluation of the target set for the A, evaluation index set F, can be constructed to determine the matrix P (AF. then set the maximum eigenvalue of the matrix λmax, characterized vector W, and calculate the random consistency ratio CR, if CR <0.1 is considered to meet the consistency test to determine the matrix, the feature weight vector W of weights as if CR> 0.1 can not test on that, then the response to determine the matrix correction, until the consistency can meet up, so you can get a subsystem of the weights [1].

For each subsystem (F in the relative importance of individual indicators by the expert judges scores replaced first P (AF into different levels of various indicators to determine the weight matrix, and then determine the use and integrated method for solving matrix eigenvalue and maximum corresponding eigenvectors, such as system level (B to determine the index weight matrix: n = 4 the largest eigenvalue λmax = 4.1543, normalized W = (0.3844,0.2281,
0.2906,0.0969) T feature vectors, calculating random consistency ratio CR1 = 0.0572 <0.1, to determine the matrix satisfy the consistency test, the W1 as the system layer (B target weight. Similarly, the calculation of this procedure, under a sub- (C weightings, can eventually be the full weight of the system (as shown in Table 1.

2 index layer score would be 175 questionnaires were collected for the average index score, obtained scores of each index. 36 indicators, three indicators score at or above 4.0, to achieve a satisfactory level, accounting for 8.33%, the mean score of 16 targets at between 3.5 to 4.0, is more satisfactory, accounting for 44.44%, located between 2.5 and 3.5 scores are 7, are not satisfied, accounting for 19.44%, score 1.0 to 2.5 in the 10 items, is not satisfied, accounting for 27.78%. The lowest index score is: per capita income from tourism (1.2 points, tourism income distribution (1.5 points, community residents on the government's satisfaction (1.3 points, participate in tourism planning and development (1.5 grading (as shown in Table 1.

3 sub-layer score. Subsystem level score is the mean score for each index × index layer weight values ​​are summed, 8 sub-system level, the community of the natural environment, community infrastructure, community safety, higher scores were 4.155,3.525,3.710, and community tourism management, community cultural environment of the score is low, as 3.122 and 2.972; community tourism economy, public participation, community, democratic and civilized score unsatisfactory, respectively 1.957,2.208,2.81.

4 scoring system level the system level score is the mean score for each indicator index layer weight × × subsystem layer weight value sum, the four systems, environmental systems Hongcun tourism community and support system scores relatively high, were 3.2679 and 3.3347, economic and social systems score low, 2.2188 and 2.8493, respectively, so Hongcun relevant stakeholders in tourism communities should focus more on community economic and community social systems.

5 indicators aggregation (harmony index. The aggregate index that the calculation of harmony index, use formula: the mean scores of each index × index layer sub-layer weight × weight × weight system level, can be drawn Hongcun travel community harmony index H = 2.9134, control rural tourism community harmony index classification table to determine the state of harmony as "general." Hongcun this result as a "World Heritage" status do not match, indicating that Hongcun in the process of tourism development, the existence of the problem of discord.

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Fourth, the harmonious development of the assessment and countermeasures
Scores on the index layer of analysis, 12 project indicators in the 3 points or less (see chart 1, we have the results back to Hong Village, most believe that the root cause of this situation is the allocation of income from tourism and rural tourism management methods . unreasonable allocation, resulting in lower income community residents travel, active management is not high interest in tourism, tour operators a single, diversified development of ideas is not clear, leading to lower profits of tourism, ancient dwellings and the protection and maintenance funds lack of funding training of employees, the quality of tourism products and services decline. coupled with community-government transparency, public expression mechanism is not perfect, the lack of tourism awareness education, community residents and local governments to increase dissatisfaction. Hongcun travel community harmonious development, we must do a good job from the following:
1. Broaden the idea of ​​tourism, development of diversified Hong Village tourism resources. "Ancient village" and the villagers there is Hongcun or private property, to pay attention to the interests of the villagers Hongcun and adjust the proportion of tourism income distribution, improve the company + farmer model, change dependent on large companies, rely on a single ticket sales mode of operation, through the development of a wide range of channels, the real benefits for community residents. To take full advantage of the internal courtyard space, and built recreation restaurants, small farm house, mill, tea, etc., and provides visitors with meals, lodging, full-service entertainment travel shopping experience the ancient merchants of elegant style. To broaden the idea of ​​an all-round development of the tourism and leisure, the village and outside the village together, to lead the pastoral visitors, the introduction of the hospital, the introduction of village life, the rich tourist consumption, consumption of quality improvement.

2 re-revised tourism planning, full use of outer space Hongcun. Hongcun outside space and beautiful environment, but has not been fully utilized, in other village, there are a phenomenon. Except charges to visit the ancient buildings, the surrounding natural environment development, river training, planning and transformation of houses are not taken seriously enough. rural periphery is an important space for the development of tourism, the village can make up for lack of space is narrow [2]. Hongcun to the periphery of a unified plan, organize villages around the rivers, mountains, Chuk Yuen, tea plantation, developed into new attractions, the use of Hongcun aura to attract tourists, new attractions to keep the use of outside visitors, such as development Hongcun Leigang summit of the mountain landscape to attract tourists boarding Peak overlooking the village, the development Hongcun Longchiwan ancient farm, restored village water tankers used in the past, Shueiduei, workshops, to restore the ancient Huizhou village huts, bamboo house, and shapes of the pavilion, Taiwan, House, House, etc. Let Visitors viewing the ancient village at the same time, can experience farm life and enjoy the rustic charm of rural life and labor of joy.

3. Root out Hongcun culture, all-round display Huizhou culture. Huizhou culture is profound, it is not only reflected in the architecture, more integrated into the lives of community residents. Hongcun tourism should pay attention to fully tap the Huizhou culture, Show Huizhou culture, for the different needs of consumers and provide services with the emblem of cultural identity. Huizhou food to fully display the culture and improve the status of Anhui cuisine, while the introduction of other cuisines to meet the diverse dietary needs of visitors, to develop a cultural emblem of "Farm Fun" tourism, development of a wide range of comprehensive services Anhui , learn folk wisdom, show folk culture, mining folk ballads, the strengthening of civil production, rich tourist life [3].

4. Enhance tourism awareness education, community residents to participate in tourism initiative. Rural environment is the basis for the harmonious development of rural tourism, rural tourism is an important way to get rich villagers, villagers travel to strengthen the sense of environmental awareness education, and consciously protect the environment Hongcun , active participation in tourism Hongcun To effectively improve the government and villagers, the company's relationship with the villagers, give the villagers some of the benefits, let them feel the benefits of tourism, and arouse their enthusiasm for the harmonious development of tourism Hongcun contribution to public community-government, improve the mechanism to express the villagers, the villagers in politics, to formulate relevant laws and regulations, to change the bad behavior of tourists and locals, villagers additional staff and visiting personnel for environmental protection, regulate the behavior of visitors to ensure Hongcun "cow intestines", "tripe" water clean, beautiful environment to keep to the villagers and visitors.

References:
[1] Hu, Tian Cui, Lu Feng, the ancient village tourism evaluation index system of sustainable development research [J]. Modern economy, 2007, (10) :36-38.

[2] Yun-Cai, Guo Huancheng, Xu Huilin. Rural tourism planning principles and methods [M]. Beijing: Science and Technology Press ,2006:80-100.

[3] Cao Lisha. Residents of rural tourism, community attitudes and Development Strategies - to Chengdu Jinjiang Village, Trinity Township, Red Sand, for example [D]. Chengdu: Southwest University of Finance, 2007.

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