海洋旅游高质量发展模糊综合评价研究  

Study on Fuzzy Comprehensive Evaluation of High-Quality Development of Marine Tourism

作　　者：郑玉香[1] 胡晶晶 ZHENG Yuxiang;HU Jingjing(School of Economics&Management,Shanghai Maritime University,Shanghai 201306,China)

机构地区：[1]上海海事大学经济管理学院,上海201306

出　　处：《生态经济》2022年第6期145-152,共8页Ecological Economy

基　　金：国家社会科学基金项目“消费升级背景下中国海洋旅游业高质量发展的创新模式研究”(19BJY208)。

摘　　要：探寻游客认知层面上海洋旅游的评价指标,有助于识别海洋旅游高质量发展的关键问题,进而提出有针对性的发展策略。基于中国游客心理认知角度,运用旅游服务、旅游体验、旅游环境质量等理论,采用专家征询和模糊综合评价等研究方法,构建了海洋旅游高质量发展关键指标体系,识别了“功能价值感知”“品牌属性体验”“旅游产品开发”“服务感知价值”“基础设施建设”“海洋文化价值”和“身份符号象征”等11个关键指标,并赋予了权重。选择三亚、舟山、上海、日照、大连5个海洋旅游目的地进行了案例研究,分析了各地海洋旅游高质量发展重要指标上的发展水平,并有针对性地提出了不同地区的发展对策。总体研究表明,我国海洋旅游高质量发展水平尚不均衡,特别是海洋旅游产品开发、功能创新和品牌属性等方面存在不足,需要各地区结合自身特色,开发多样化、功能性海洋旅游产品,融合海洋文化价值,提高游客服务感知水平,从而实现我国海洋旅游高质量发展。To explore the evaluation index of marine tourism at the level of tourist cognition is helpful to identify the key problems of high-quality development of marine tourism,and put forward targeted development strategies.Based on Chinese tourists’psychological cognition,the research applies theories of tourism service quality,tourism experience quality and tourism environmental quality,and constructs the key index system of high-quality development of marine tourism with the methods of literature analysis,expert consultation and fuzzy mathematics evaluation.It identifies 11 key indicators,including“functional value perception”,“brand attribute experience”,“tourism product development”,“perceived value of service”,“infrastructure construction”,“marine cultural value”and“identity symbol”,and then the weight is measured separately.Finally,5 tourist attractions,namely,Sanya,Zhoushan,Shanghai,Rizhao and Dalian are selected as the case study.The development level of the key indicators in every region is analyzed,and countermeasures are puts forward.The overall research shows that the high-quality development level of China’s marine tourism is not balanced,especially in the development of marine tourism products,functional innovation and brand attributes.It is necessary for each region to develop diversified and functional marine tourism products,integrate the value of marine culture,and improve tourists’level of service perception,so as to realize the high-quality development of China’s marine tourism.

关 键 词：海洋旅游 海洋旅游质量 模糊综合评价 

分 类 号：F590[经济管理—旅游管理]