2016 3rd International Conference on Social Science (ICSS 2016) ISBN: 978-1-60595-410-3

On Construction and Empirical Test of Index System of Evaluating the Red Tourism Resources in the a b c,* Ying-SHUANG MA , Fang CHEN , Qing WANG Normal University, Huanggang, , China [email protected], [email protected], c [email protected] *Corresponding author

Keywords: Red tourism, Evaluation index, Fuzzy comprehensive evaluation.

Abstract. This paper constructs the evaluation index system of red tourism resources in the Dabie Mountain area from three dimensions: the value of the red tourism resources, the conditions of the scenic spots and tourism development conditions. The weight of each evaluation index is calculated by the analytic hierarchy process. Based on the theory of fuzzy mathematics, we evaluate the resources of three red tourism scenic spots by using fuzzy comprehensive assessment method, and the three red tourism scenic spots are Hong'an martyrs cemetery, Macheng martyrs cemetery and Macheng horse Hall in Huanggang City. It verifies the feasibility of the evaluation index system, and provides theoretical and practical guidance for the rational exploitation and sustainable development of the red tourism resources in the Dabie Mountains.

Introduction Red tourism resources is an important cultural resources, and is the core carrier of the red tourism, inheriting the ideal faith and unremitting pursuit of revolutionary predecessors, reflecting the Chinese nation's struggle and the spirit of struggle [1]. The value of red tourism resources determines the level of attractiveness of a red tourism destination and the level of red tourism activities[2] . The Dabie Mountains span Hubei province, province and province, involving three provinces, six cities, and 36 counties. Red tourism resources are mainly concentrated in Huanggang of Hubei province, Xinyang of Henan province, and Liuan of Anhui province. The most notable feature of the red tourism resources in Dabie Mountain area is the distinctive revolutionary historical and cultural value, however, due to the low development degree of tourist products and tourist market, so that the area has not yet highlighted its unique red tourism value. At present, the development of the Dabie mountains red tourism industry has received unprecedented attention from all walks of life, and it has an unprecedented development opportunity and challenge, and the academic circles have become more and more concerned about the red tourism. Yue-Hua Li (2011) put forward the countermeasures and suggestions for sustainable development through the analysis and research on the development of red tourism [3]. Li-Jun Chen (2012) and others conducted a systematic survey and classification evaluation on red tourism resources [4]. Jun Ye (2013) studied the development model of red tourism from the perspective of comparative study [5]. But at present, scholars haven't build effective evaluation index system of scenic resources in view of the present situation of the red tourism in the Dabie Mountain area, which makes the development and protection of red tourism resources lack of theoretical guidance. Therefore, it is imperative to construct the evaluation index system of the red tourism resources in the

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Dabie Mountains, and need to choose effective method to verify the validity of the evaluation index system. In view of the existence of fuzzy phenomenon and fuzzy concept in the evaluation, in this paper, red tourism resources are processed by using the fuzzy comprehensive evaluation method, which provides a feasible method for the quantitative analysis of the evaluation results.

On Construction of Index System of Evaluating the Red Tourism Resources Based on the analysis of the present situation of the red tourism resources in Dabie Mountains, the paper builds the evaluation index system of the red tourism resources in Dabie Mountains, according to the characteristics of red tourism resources in Dabie Mountains. In the process of constructing adopting and collecting visitors' opinions and suggestions, consulting experts and scholars of tourism industry, tourism planning and design personnel and tourism practitioners, based on the rational development, utilization and the maximization of the value of resources. Integrating influence factors of red tourism resources organically. The factors of the red tourism resources in Dabie Mountains are classified according to the different attributes, and are layered according to the different command relationships. The index system includes three parts, which are the value of red tourism resources, the conditions of scenic spots and the conditions of tourism development. Among them, the value of red tourism resources and scenic conditions are the basis of red tourism resources, tourism development conditions are the necessary conditions of reflecting the value of red tourism resources. The value of red tourism resources contains pleasant degree (cultivate sentiments, purify people's minds, inspire national spirit), aesthetic degree (art characteristics, status and significance of red tourism resources), historical and cultural value of revolution (it contains historical and cultural connotation of the revolution and its influence on later generations), the value of political education (promoting effect the of development of human and society), and scientific value (providing research value for scientists, explorers and the pursuit) the five specific indicators. Conditions of the scenic spot contains the combination of all kinds of landscape (the combination of various landscape scenic spot and supplement within the scenic spot), the density of the tourism resources (accumulation degree of landscape), and the capacity of tourism environment (the size of the population and the size of the economy that resources can be accommodated) three specific indicators. The conditions of tourism development include nine specific indicators, they are the distance from the central city (location condition of resource), safety and reliability (traffic safety, personal safety, property safety and facility safety), expenses (the cost of travel),developmental level of regional economy (development situation of regional economy), infrastructure (water supply, power supply, parking, communication and conditions of the other basic service facilities), accommodation conditions (convenience and safety of food and beverage, accommodation), environmental health (health status of scenic spots), the service of tour guide explains (the attitude and quality of tour guide service), and tourist market (can attract the number of tourists, the scope, the level and characteristics of attracting tourists).

The Establishment of the Weight of the Red Tourism Resources Evaluation Index This paper uses analytic hierarchy process (AHP) to calculate the weight of evaluation index of red tourism resources. Through the establishment of the hierarchical structure model,

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the structure of the judgment matrix and assignment, hierarchical single ranking, consistency check and overall hierarchical sequencing to get the weight of each index to the total target, see table 1.

Table 1. The weight of each index to the total target. Target layer First-grade Second-grade Index Third-grade Index Weight Index Ornamental value Pleasure degree 0.0119 (0.0743) Ornamental degree 0.0594 Value of red Historical and cultural tourism 0.3473 value of revolution resources The value of political (0.5498) 0.1067 education Scientific value 0.0245 Combination of 0.0308 Combination of scenic various landscape Condition of spots density of tour scenic spot (0.0616) 0.0308 (0.0821) resources Evaluation Tourism environmental 0.0205 of red capacity tourism Distance from central resources in 0.0227 Geographical location city Dabie and transportation Safety and reliability 0.1198 Mountains (0.1525) Expense 0.0100 Developmental level of 0.0145 regional economy Conditions of tourism Infrastructure 0.0476 Development Condition of board 0.0384 (0.3681) and lodging Tourist service Environmental health 0.0610 (0.1155) The service of tour 0.0161 guide explains Tourist market 0.0377

In the first-grade index, the weight of the value of red tourism resources is the highest which is 0.5498, and its weight is higher than the condition of scenic spot and conditions of tourism development, which highlights the dominant position of the value of the red tourism resources. In the second-grade index, the weight of historical and cultural value of revolution is 0.1525, tourism service is 0.1155, the sum of the weight of these three indicators is 0.6153, which plays a leading role in the evaluation index system. This also reflects the red tourism takes historical and cultural heritage of revolution as the main line. At the same time, it also shows that the geographical location and traffic conditions and the level of tourism services play a decisive role in the process of tourists choose red tourist spots.

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Empirical Test Testing Method Using fuzzy comprehensive evaluation method to test the evaluation index system of red tourism resources in Dabie mountains. Fuzzy comprehensive evaluation method is a kind of method which is based on fuzzy mathematics, some of the factors that its boundaries are not clear and are not easy to be quantified are quantified by using the principle of fuzzy relation synthesis, and conducts a comprehensive evaluation of the membership grade of the things being evaluated from several factors. In the comprehensive evaluation of the red tourism resources in the Dabie Mountains, it involves a large number of complex phenomena and the interaction of many factors, and there are a lot of fuzzy phenomena and fuzzy concepts in the evaluation. Therefore, in the comprehensive evaluation of the red tourism resources in the Dabie Mountains, the fuzzy comprehensive evaluation method is used for the quantitative treatment, which can objectively evaluate the quality grade of the tourism resources. Inspection Process Selection of Inspection Objects. In this paper, I select for empirical testing area is the Dabie Mountain area in Huanggang City. As the old revolutionary base areas, the red cultural tourism resources of Huanggang city are rich, and a lot of revolutionary historical stories have happened in Huanggang, retaining the distinctive characteristics of former site and historic site of the revolutionary activities, also building a large number of historical buildings with red commemorative significance [6]. The empirical test selects the Hong'an martyrs cemetery, Macheng martyrs cemetery and Macheng horse hall as the research object, using fuzzy comprehensive evaluation method to evaluate them. Because this paper studies the problem of resource evaluation of multiple red tourism scenic spots, for the convenience of calculation, the letters refer to the scenic spot, where E is Hong'an martyrs cemetery, F is the Macheng martyrs cemetery, G is Macheng horse hall. Set Evaluation Grade. In the process of evaluation of red tourism resources, using five grade evaluation set C {very good, good, general, poor, very poor} as evaluation grade, the standards of each grade using a hundred percent system, the rule is that excellent is (81,100), good is (61,80), medium is (41,60), generally is (21,40), the poor is (0,20). Data Processing and Analyzing. Combined with the current situation of red tourism resources in Huanggang, took the evaluation index system that is constructed above as the standard, inviting 10 experts in tourism to make a remark for the indicators of the above three red tourist attractions separately. Analyzing and sorting out the results of the evaluation, and after calculating the degree of membership, I get the fuzzy relation matrix of the red tourism resources evaluation of three scenic spots. The fuzzy relation matrix of E scenic spot is shown in table 2. The calculation process is based on the order of first low-layer, after the high-layer to do comprehensive evaluation hierarchically. The fuzzy synthesis operator is taken as an ordinary matrix multiplication algorithm in the calculation. The comprehensive evaluation of the calculated indexes:

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0.7217 0.1323 0.0248 0.0008 0.0000   B  A R  0.5498 0.0821 0.36810.2300 0.0389 0.0273 0.0000 0.0000 0.2382 0.0591 0.0326 0.0201 0.0207  0.5034 0.0977 0.0279 0.0078 0.0076

After normalization processing: B  0.7812 0.1516 0.0432 0.0122 0.0118 Table 2. The fuzzy relation matrix of evaluation of red tourism resources in E scenic spot. Fuzzy relation matrix Target First-grade Second-grade Third-grade Very Very layer Index Index Index Good General Poor good poor D1 0.6 0.3 0.1 0.0 0.0 C1 D2 0.6 0.2 0.1 0.1 0.0 B1 C2 0.9 0.1 0.0 0.0 0.0 C3 0.6 0.3 0.1 0.0 0.0 C4 0.7 0.2 0.1 0.0 0.0 D3 0.6 0.3 0.1 0.0 0.0 C5 B2 D4 0.7 0.3 0.0 0.0 0.0 C6 0.8 0.1 0.1 0.0 0.0 A D5 0.0 0.0 0.1 0.5 0.4 C7 D6 0.7 0.3 0.0 0.0 0.0 D7 0.7 0.2 0.1 0.0 0.0 C8 0.0 0.0 0.3 0.3 0.4 B3 C9 0.8 0.2 0.0 0.0 0.0 D8 0.0 0.2 0.4 0.3 0.1 C10 D9 0.6 0.2 0.2 0.0 0.0 D10 0.7 0.2 0.1 0.0 0.0 C11 0.8 0.1 0.1 0.0 0.0

After calculating quantitatively the result vector B, using the parameter column vector C= (90, 70, 50, 30, 10) to calculate the specific score P as the final evaluation results, according T to the formula P=B·C , calculated PE=83.56. The same calculation can get PF=75.01, PG=66.93. From the above result, we can get the score of Hong'an martyrs cemetery is 83.56, the evaluation grade is excellent; the score of Macheng martyrs cemetery is 75.01,the evaluation grade is good; the score of Macheng horse hall is 66.93, the evaluation grade is good. Hong'an martyrs cemetery, Macheng martyrs cemetery and Macheng horse hall that are objects to be evaluated have been identified respectively as the national 4A, 3A and 2A level scenic spots by quality grade evaluation organization of national tourism scenic spots. This shows that the evaluation results are in conformity with the actual situation of the red tourism area.

Conclusions and Deficiencies Conclusions The development of the red tourism industry in the Dabie Mountains depends on the red resources in the Dabie Mountain area. To build a scientific and rational evaluation system of

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the red tourism resources in the Dabie mountains can better promote the rational protection, development and utilization of the red tourism resources. The paper preliminary constructs the evaluation system of the red tourism resources in Dabie Mountains based on analytic hierarchy process. Selecting three red tourism scenic spots in Huanggang city to evaluate the resources by using the fuzzy comprehensive evaluation method. The result of evaluation more accurately reflects the present situation of the resources in the red tourism scenic spot, to further illustrate the rationality and applicability of the evaluation index system. The construction of index system has practical significance to healthy and coordinated development of the red tourism resources in Dabie Mountain area and the red tourism industry, and will provide a scientific basis for Tourism administrative departments and the red tourism scenic spots to strengthen the effective protection and rational use of historical and cultural heritage, and promote tourism development and management level. Deficiencies Due to the limitations of human resources and information sources, this study also has some shortcomings at the same time to achieve the above results, which need to be further improved and perfected. For example: the evaluators are mainly from experts and scholars in tourism industry, not taking visitors into the evaluation range which affects the comprehensiveness of evaluation results to a certain extent. In the determination of the weight of the red tourism resources evaluation index and the questionnaire survey of the empirical test of the scenic spot, the complexity of the resources and the subjective factors of the evaluator will affect the assignment of the index. Although the use of fuzzy comprehensive evaluation method in the empirical study to reduce the influence of the subjectivity of the evaluator, but there are still shortcomings. In addition, due to the complexity and dynamic characteristics of the red tourism resources, it is needed to further explore how to adjust evaluation indicators and evaluation criteria.

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