山东省乡村旅游竞争力评价与障碍因素分析

以山东省17地市为研究对象,构建乡村旅游竞争力主要指标评价体系,运用熵权TOPSIS法进行比较排序,并进行障碍度分析,发现：山东省17地市乡村旅游发展不平衡,烟台市乡村旅游竞争力最高,东营、菏泽、德州、聊城的竞争力较低;各地市竞争力水平空间分布具有差异性,半岛沿海地区乡村旅游竞争力较高,鲁西及鲁北地区竞争力较低;乡村旅游接待与服务能力是制约大部分地市乡村旅游竞争力提升的第一障碍因素,资源禀赋、自然环境、经济基础及客源市场条件在不同程度上制约各地市乡村旅游竞争力的提高。各地市应采取针对性的措施解决乡村旅游发展的障碍因素,推动乡村旅游合理有序发展。

Analysis of Rural Tourism Competitiveness and Obstacle Factors in Shandong Province

Rural tourism is a new kind of industries in rural areas. It is of great significance to increase farmers' income, promote the adjustment of rural industrial structure, achieve poverty alleviation, realizes the country revitalization etc. The rapid development of rural tourism has brought a series of problems, such as vicious competition, similar products, environmental pollution. Taking 17 cities of Shandong Province as the research object, this article evaluates the competitiveness of rural tourism rural tourism development level and analyzes the degree of obstacles to make suggestion on the development of rural tourism in this region. Based on the theoretical analysis of the development of the rural tourism, this article constructs the main index evaluation system of rural tourism competitiveness. The evaluation system mainly includes rural tourism resources conditions, environment condition, economic conditions, social conditions and the tourist marketing conditions, which consists of a total 12 factors. The TOPSIS method is used to measure the level of rural tourism competitiveness. Then reveal the factors that hinder the improvement of the competitiveness of rural tourism in this region by using the Obstacle Degree Model (calculating factor contribution, index deviation and obstacle respectively). First, the development level of rural tourism in 17 cities is not balanced. Among them, the highest scores of 0.582 8, the lowest was 0.175 0. The competitiveness of Yantai is the highest, while the competitiveness of Heze, Dongying, Dezhou and Liaocheng is the lowest. Second, there are differences in the competitiveness of cities in the regions. The competitiveness of rural tourism in the eastern is high, with Low competitiveness in the western and northern areas of Shandong Province. Third, the Obstacle Degree Model results show that the tourist reception capacity is the common factors that hinder the improvement of the competitiveness of rural tourism in Shandong Province. Furthermore, the obstacle factors are different between cities. All localities and municipalities in Shandong Province should make efforts to solve the restrictive factors of enhancing the competitiveness of rural tourism and realize the rational and orderly development of rural tourism. Each city should continuously optimize the industrial structure, improve the economic development level, rationally and effectively improve the proportion of the tourism industry in GDP. Government should give full play to the level and ability of the financial and public services, increase the investment in rural tourism infrastructure. In particular, government should guide and rationally support the creation of star farm, improve the reception capacity of rural tourism and solve the biggest obstacle to the development of rural tourism.