Evaluating System of the Marketing Performance of Tourism Destination

Xuejing Zhang

1. Ningbo Institute of Technology, Zhejiang University, Ningbo, China

Abstract: With the continuous development of the tourism industry, the competition between tourism products and tourism destination is
more and more intense, local tourism management department in mining in the natural landscape and the humanities material depth
increasing convergence, in the case of weak, all regions have increased marketing investment, tourism promotion costs soared. How to
establish a scientific and comprehensive tourism marketing performance evaluation system, how to effectively develop the destination
marketing strategy, multiple subjects both government and tourism enterprises, tourists and other economic and social benefits, and has
important theoretical and practical significance. The tourism destination marketing and the related research is the focus of tourism marketing
research at home and abroad, with the analysis of the tourism destination, destination marketing, marketing performance evaluation as the
core concept, evaluation index and method of tourism destination marketing conducted a comprehensive carding; puts forward the
innovation analysis tourism marketing performance evaluation system from two dimensions of subject and benefit. Specifically, from
government departments, tourism enterprises, tourists, destination residents and other four major stakeholder needs, considering the
economic benefit and social benefit and effect of management, adopting the research method of Delphi analysis and AHP method combined
screening and determine the weight of index system and finally, construct a 12 level two indexes, evaluation system of marketing
performance of the 40 level three indexes of tourism destination.

Keywords: Evaluating System; Marketing Performance; Tourism Destination; Delphi; AHP

1. Introduction

According to the investigation of 125 countries and regions around the world made by WTO, most countries in the world are charged to
the huge amount of the budget for the promotion of tourism. Take China as an example, the provinces or cities with a relatively concentrated
tourism resources began to set up their own tourism development fund, and established a relatively perfect management system, to attract
more tourists in regional competition.
However, it’s not enough to attract tourists only by the beautiful scenery and historical and cultural material. Because of the inherent
defects of the market, it is necessary for the government to play an active role in the destination marketing. In the case of weak mining in the
natural landscape and the humanities material depth increasing convergence, all regions have increased marketing investment. Various types
of tourism investment, fair, levels of the tourism exhibition as the main contents of the work around the department of tourism management,
tourism promotion costs are soaring. However, all aspects including Financial Bureau, tourism companies and even the Tourism Bureau
itself even do not know how to assess the effectiveness of the funds in the end. In this case, the government-led destination marketing has a
variety of problems such as blindness, convergence and arbitrariness. Cui has discussed the characteristics of different promotion methods
and applicable objects, and designed the relevant evaluation indexes and evaluation model. This model has a certain of maneuverability but
still lack the overall assessment brings to the various marketing subject of marketing performance. Due to the lack of tools for the evaluation
of marketing performance, there is no basis for the optimization of marketing methods, and there is no possibility of accountability. It also
shows that the establishment of tourism destination marketing performance evaluation system is of great urgency.

2. Literature Review

2.1 Tourism Destination

At present, many researches on tourism destination can be found. Bao [39] believes that the tourism destination is a special
geographical complex facilities integrated tourism resources, tourism infrastructure, and other conditions related to the organic combination
of the tourists. The World Tourism Environment Research Center believes that the tourism destination refers to the village, seaside resort or
mountain resort town, city or country park, people management policies and operation rules in the special area within a specific activity to
affect tourists and the environmental impacts. Buhalis [1] emphasis more on administrative organization and management framework of
tourism destination, he believes that the tourism destination is a special tourist area, tourists are recognized as an individual, a unified
framework of the judicial policy of tourism management and planning, management of the area by the unified destination management
mechanism. Wang [24] believes that the tourism destination is a set of tourist facilities and objects which can form a tourist attraction for a
certain scale of tourists, and can meet the specific tourist destination. The tourism destination is different from general tourism or tourist
attractions, tourism is a unique image, regional management and coordination mechanism perfect, can make the potential tourists' travel
motivation and make travel decisions, achieve the purpose of regional tourism [15]. Dinitrios believes that the tourism destination is a
special tourist area, tourists are recognized as an individual, a unified framework of the judicial policy of tourism management and planning,
management area by the unified destination management mechanism. Jiang [30] defined tourism destination as a specific tourist destination
to meet the travel needs of the region, in practice, it is a country, one of levels of administrative units or a cross-regional tourism space.
According to the review on the concept of tourism destination, it can be seen that a tourist destination can be a specific scenic spot, or a
town, an administrative area, the whole country, or even a larger scope. Tourist destination is a complex of tourism products and services.
From the point of tourists, it is a unified space which has unique characteristics, different scale.

2.2 Marketing of tourism destination

Based on the concept of tourism destination, tourism destination marketing can be divided into two levels: enterprise and destination.
Destination marketing points to the marketing as a whole organic organize. The object of marketing is to satisfy the demand of of objective
benefit groups [37]. There is a huge difference between an overall destination marketing and a single supplier of tourism marketing [1].
Whether it is the destination marketing or a single tourism enterprises, the marketing is tourism destination marketing.
From the perspective of the marketing subjects, the diversification represents the government, industry associations, enterprises,
enterprise alliance, the public, and even tourists. They are important contributions to the tourism destination marketing. However, among the
main subjects, the most significant role is undoubtedly the government, enterprises and the public. And the government is the priority.
Practice shows that the Chinese the cooperation between government and enterprises in the tourism destination marketing is widespread. If
we analyze the relationship between the above three, we can understand the internal mechanism of the tourism destination marketing

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performance.

2.3 The practice of tourism marketing

In the early stage of tourism marketing, product marketing is undoubtedly the dominant. But years later, the government-led tourism
destination marketing has become a common phenomenon both domestic and abroad. At present, nearly 30 provinces, cities, autonomous
regions China have regarded tourism industry as the pillar industry or the key industry, which makes the competition between tourism
destinations more and more serious. On the other hand, due to the change of tourist demand and other reasons, the traditional tourism
destination needs to be re positioned, which is breaking the original position and structure in the minds of consumers and replacing it
according to new conception. So that the new product ranking could be more favorable. Therefore, tourism destination marketing has
become a powerful weapon to achieve the strategic goal of destination. The marketing effect of tourism destination directly determines the
survival and development of the tourism destination, therefore, destination marketing has become the focus of all levels of governments,
enterprises and stakeholders. And tourism destination marketing has transfer from the traditional enterprise marketing of tourism products to
special situation government destination marketing era.
The significance of government tourism marketing lies in shaping the image of tourist destinations and solving the information
asymmetry in tourism. It is a kind of behavior of producing public goods; The public production is the main task of contemporary
government and contemporary finance [32]. Gao summarizes some foreign tourism destination marketing research literature, which are
mainly attributed to 4 aspects, such as tourism destination image, tourism destination marketing organizations, tourism destination
marketing and information technology and destination marketing .Tourism destination marketing takes the destination as an integration to
carry on the marketing, compared with the enterprise marketing, it pays more attention to the overall image of the destination and the
tourism product.
Tourism product marketing has not been away from the traditional marketing system. Theory of 4C or 4Ps, relationship marketing,
experience marketing and other classical theory have been applied in many aspects of tourism marketing. The development along with
China marketing varies from selling the ideas to the price war, evolving gradually. There are a lot of research literature on the marketing of
tourism enterprises. On the whole, the researches on the tourism product marketing are different from other products marketing.
Foreign scholars in recognition of the functions of National Tourism Organization in tourism destination marketing. At the same time,
also focuses on the object of marketing perspective, such as the specific research on tourism destination image, tourism, festival tourism and
other events. On the tourism destination marketing function, Buhalis [2] pointed out that tourism marketing should be used as a way to
promote the regional development goals, the tourism supply reasonable and ensure the achievements of the destination strategic objectives,
rather than a sales tool. Wang that the destination marketing system (DMS) are distribution channels that deliver a full range of marketing
information to tourists tourism, but the current researches focus from a technical point of view, not taking the characteristics of DMS
function into account. He thinks DMS should include virtual information space, virtual communication space, virtual relation space and
virtual trading space. In the fields of competitiveness evaluation model of in the destination, Crouch and Ritchie proposed TDC model ,
based on the diamond model, is applied to the evaluation of the competitiveness of the destination, including the core resources and
attractions, supporting factors and resources, destination management and other decisive factors. Then, Enright and Newton, and Dwyer
Kim respectively, extended the index of destination competitiveness on the basis of the further development. All the researches on
constructing the theoretical model of destination marketing performance evaluation has certain reference significance.
Not having clear interests like government and enterprises in the process of tourism marketing, public marketing plays an less
important role in the tourist destination marketing. People rarely take the initiative and external marketing behavior. However, the
importance of word-of-mouth marketing in the tourism product marketing cannot be replaced, and the role of the public as a marketing body
is becoming more and more prominent. On the other hand, the important goal of tourism destination marketing has been reflected in the
promotion of long-term public welfare, therefore, the public has a strong role in tourism destination marketing.
In brief, the tourism destination marketing takes the whole destination as an object. There are two aspects, the first aspect is about the
whole destination and tourism products, the second is covered by single product promotion of enterprise marketing activities. These two
aspects complement and cooperate each other, both of which are indispensable in the process of tourism destination marketing.
From the existing literature related to tourism destination, all levels of marketing performance have developed different evaluation
methods, many methods also have strong operability. However, due to the mutual influence between the main body of tourism destination
marketing, marketing performance requires the overall evaluation. Therefore, the construction of scientific tourism destination marketing
performance evaluation system needs to re-examine the mutual influence between the various subjects, to explore the internal impact
mechanism.

2.4Literature summary

Overall, the evaluation of tourism destination research abroad focuses on the influence of tourism on the local economy, by the use of
quantitative model; Evaluation of domestic tourism destination emphasizes the construction of index system, analysis of the attraction of the
tourism destination, usually by case study. As can be seen from the above literature review, the researches of tourism marketing performance
evaluation has made some achievements, but there are still many inadequacies. They are as follows:
First of all, there is no solution to the consistency in tourism destination marketing performance evaluation. Whether abroad or
domestic researches mostly emphasized the selection of performance evaluation indicators. Most of the methods used are post evaluation,
ignoring the evaluation in the early days. It’s just a matter of time. However, it is hard to take into account the following factors, such as
tourist satisfaction, tourist loyalty, tourist destination image and so on, In particular, the final result of the post evaluation is lack of effective
comparison standard. Therefore, it is difficult to effectively guide the practice of evaluation results.
Secondly, there is no solution to the complexity of tourism destination marketing performance evaluation. The marketing of tourism
belongs to the government marketing. Because of the complexity of the evaluation of the tourism market, there are many factors that affect
the tourism, especially the unexpected factors. Moreover, there are many types of marketing strategy and tactics, independence and
continuity, and so on. At present, various evaluation methods do not analyze and evaluate the different situations.
Third, there is no solution to solve the systematic problems of tourism destination marketing performance evaluation. On the one hand,
the ultimate goal of tourism destination marketing is to attract the potential tourists. But tourists or visitors are independent individuals
whose group behavior formed the macro level statistical indicators. On the other hand, tourism destination marketing performance is
accomplished by the consistency and ingratiation of a large number of independent micro enterprises, the public and government marketing
which determines the success or failure of marketing activities.
The previous performance evaluation of tourism destination marketing are mostly from the macro aspect. And also there are some
researches result from the micro aspect about enterprises, the public and tourists in the tourism destination marketing performance
evaluation function. But the combination of macro and micro analysis of the performance of tourism destination marketing literature is rare.

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3 Tourism Destination Marketing Evaluation System

In this study, Delphi and AHP are combined to determine the performance evaluation system of tourism destination marketing.

3.1 Methods of Establishing Evaluation Index System

The tourism destination marketing performance evaluation is a multi-level and multi index comprehensive evaluation, some indicators
with fuzzy [22], for example, tourist satisfaction, tourism popularity, on these indexes, it is difficult to accurately evaluate a tourism
destination marketing performance. Therefore, in this study, Delphi and AHP are used to evaluate.

3.1.1 Delphi determine evaluation index system

In order to avoid the mutual interference between the first survey, Delphi established the evaluation index to determine the evaluation
index system by scholars: (1) to find out whether the corresponding concept reflects the connotation covers the measurement index of
tourism destination marketing performance evaluation of each dimension; (2) each item in the questionnaire with the mood words can be
understood by tourists; (3) the effects of selection factors of tourism destination marketing performance index and how to measure these
factors are comprehensive and reasonable.
The Delphi questionnaire is divided into two parts, the first part is the importance of the index score, the second part is amendments to
fill in the open form. Each index in accordance with the "not important", "less important", "just so so", "important" and "very important"
were given 1, 3, 5, 7, 9 scores, the scores of each indicator by the arithmetic mean value to represent the opinions of experts concentration.
Higher the arithmetic average value is, more important the indicator is. We also use the coefficient of variation of each index to represent the
scores of scholar’s opinion coordination degree. Smaller the coefficient of variation is, smaller the discrete degree of expert opinion is,
higher the degree of coordination is, better the consistency is.
Assuming that X ij represents the i expert’s score on the j indicators, there are n experts now.
1 n
M j = ∑ X ij
n i =1
n 2
1
Sj = ∑ ( X ij − M j )
n − 1 i =1
Vj = S j M j
In the formula, M j -- the arithmetic mean of N experts scoring on J index
S j -- the standard deviation of expert's J index
V j -- the coefficient of variation of all experts' evaluation of J index
The Delphi survey started from the first round of expert advice in December 3, 2015 and ended with the third round of expert opinion
on March 20, 2016, which lasted 47 days. After three rounds of questionnaires to collect and distribute, the basic views of experts tend to be
consistent. A total of 22 valid questionnaires were recovered.
The main contents of Delphi survey are: (1) the experts’ view on tourism destination marketing performance evaluation; (2) the experts’
view on the indicators of marketing performance evaluation; (3) the experts’ view on the improvement of tourism destination marketing; (4)
to introduce the research ideas and the purpose of questionnaire, show the experts the evaluation index set based on the literature review and
the connotation of the corresponding concept covers all relevant variables investigated whether the measurement of project.

3.1.2 AHP determine the index weight

After analysis of the problems, the elements in the problem are divided into different levels. All elements should be made up of
different levels according to their nature, so that they can make a meaningful comparison. In this study, the final evaluation system through
the expert questionnaire is the prototype of the hierarchical structure.
In this study, 10 experts and scholars in various fields such as the tourism industry researcher, the tourism administration department,
the tourism marketing organization and the tourism enterprise, are asked to fill in the judgment matrix. Judge the value of the matrix
according to the assignment, set up the judgment matrix is A=(a ij ) n ×n. For the judgment matrix filled by experts, we used certain
mathematical methods for hierarchical sorting. Single ranking is the relative weight of each judgment matrix for each criterion. This study
uses the method and the specific formula for:
1 n
a
∑
ij
Wi = n

∑a
n j =1
kl
k =1

The total ranking is the relative weight of each judgment matrix for the target layer (the top layer). This is calculated by the weight of
the top-down approach step by step synthesis. It is obvious that the results of the second level single sort is the total sort results. It is
assumed that the weight of the M element of the first k-1 layer relative to the total target w (k-1) =(w 1(k-1) ,w 2(k-1) ,…,w m(k-1) )T, k layer N
elements for the upper layer (layer K) of the first j elements of a single sort weight is p j(k) =(p 1j(k) ,p 2j(k) ,…,p nj(k) )T, T, which is not subject to
the weight of the elements of the zero. Assuming P(k)=(p 1(k) ,p 2(k) ,…,p m(k) ), which represents the ordering of the elements of the first k layer
to the first k-1 elements, and the total order of the first layer element for the total target is:
m
wi (k) = ∑j =1
pij ( k ) wj ( k −1 ) I=1,2,…,n

It is also necessary to test the consistency of the results. Assuming that we have been calculated the k-1 layer C.I. j(k) ,R.I. j(k) and C.R. j(k) ,
j=1,2,…,m, ... , so the comprehensive inspection index of k layer is: C.I.j (k) =(C.I. 1(k) ,C.I. 2(k) ,…, C.I. m(k) )w (k-1) , R.I.j (k) =(R.I. 1(k) ,R.I. 2(k) ,…,
R.I. m(k) )w (k-1)
C .I .( k )
C . R. ( k ) =
R. I . ( k )
When C.R. (k) < 0.1, We believe that the overall consistency of the judgment matrix is acceptable

3.2 Evaluation index system

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 According to the principles, methods and steps of the establishment of evaluation index system, it is determined to establish evaluation
criteria from two dimensions of evaluation subject and object of evaluation. The evaluation subject is mainly considering four major
stakeholders: government departments, tourism enterprises, tourists and residents of destination. The evaluation object is mainly considered
economy benefit, social benefit and marketing effect so as to consider not only economic benefits quantitatively, also consider the social
benefits of qualitative index.

3.2.1 Dimension of stakeholder

Tourism destination marketing involves a large number of stakeholders, because there is a conflict of interest between stakeholders,
which makes the overall marketing of the destination is facing great challenges. Therefore, the strategic goal of destination marketing should
be based on the interest group’s desire, so that all stakeholders of tourism destination marketing can take actions under the guidance of the
strategic target to achieve the tourism destination marketing effect. The main stakeholders of tourism marketing include:
(1) Government departments. In the public theory of tourism destination marketing, the government is the core subject, main functions
of which are to develop the tourism destination marketing strategy, develop tourism destination marketing planning and specification,
determine the marketing task, promote tourism image and brand development, maintain the tourism market order, cooperate with tourism
destination land treatment and so on.
(2) tourism enterprises. Tourism enterprise is the basic subject of tourism service, and which is the important participant of tourism
destination marketing strategy, the formulation of the strategy and the executor of specific tourism marketing activities. Its duty is to develop
the tourism resources reasonably, to provide high quality tourism products and services, promote and sale tourism products, manage tourists,
establish and promote enterprise and industry image, maintain industry market order.
(3) tourists. Tourists are the objects of tourism destination marketing, and provide information feedback for tourism destination
marketing, and tourists can carry out word-of-mouth publicity. Its main responsibilities include caring for the destination environment,
respecting the living customs and culture of the destination residents.
(4) destination residents. The prosperity of tourism can bring more employment opportunities and income to the residents of the
destination, and improve the natural ecological environment and the living environment. The residents of the destination are also concerned
about the effective use of public funds, so it is also necessary to evaluate the performance of tourism marketing. The main responsibilities of
destination residents, folk customs of the participants, the important part of culture tourism resources, tourism destination marketing strategy
of the participants, realize the attitude and cooperation degree of tourism destination marketing target.

3.2.2 Dimension of economic effectiveness

The main purpose of this paper is to describe the relationship between the subject and the resources (manpower, time and money). The
benefit evaluation of destination marketing is helpful to manage the resources in the most cost effective way, and the economic benefit is an
important index of destination marketing. Destination marketing performance measurement should not only pay attention to economic
benefits, but also pay attention to the social benefits of the destination. Effect evaluation is a kind of measuring method which quantifies the
marketing result and result. Effectiveness evaluation helps to manage resources as efficiently as possible. It can be defined as a result of the
destination marketing behavior. For example, the number of exhibitors, the number of packages and the number of media, etc. The
measurement results are compared with the baseline, past results, strategic marketing objectives, and predetermined objectives.

Tab. 1 Indicators System of Destination Marketing Performance Evaluating

Government department Tourism enterprises Tourist Destination Residents
Avenue of tourism
Total tourism income
enterprise Increased annual household
Total tourism income
Growth rate of tourism income due to tourism
growth rate
enterprise avenue Growth rate of annual
Economic performance Average tourism
Profit of tourism avenue
consumption
enterprise
Average tourism
Growth rate of tourism
consumption growth rate
enterprise profit
Visitors residents ratio
Employee in tourism
Total arrivals Tourism employment
industry Average residence time
Total arrivals growth rate number
Growth rate of employee Tourist complaint rate
Destination Popularity Tourism employment
in tourism industry Cost performance of
Destination reputation population ratio
Social Performance Utilization of tourism tourism consumption
Click rate of tourism net- Destination resident
resources and equipment Total tourist satisfaction
platform satisfaction
Tourism service quality
Tourism advisory Environmental
Social image of tourism
capacity improvement degree
enterprises
Total enterprise
marketing expenses
Total marketing expenses
Marketing investment per Tourism marketing
Ratio of marketing input
capita participation rate Tourism marketing
Marketing Performance and output
Marketing revenue and Evaluation of destination recognition
Ratio of marketing profit
investment ratio marketing quality
and input
Marketing profit and
investment ratio

(1) economic effectiveness. The relevant indexes in the economic field is an important index to evaluate the performance of tourism
destination marketing. Because the tourism destination marketing activity is a kind of economic activity, it is a countermeasure to improve
the attractiveness of tourism destination and the healthy development of tourism market action. Therefore, it is necessary to evaluate the
related economic benefits of destination marketing. In this study, the economic benefits are divided into four stakeholders, for example,

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government departments pay attention to the total tourism income, tourism enterprises pay attention to their own income, destination
residents are concerned about their own or family income. Because tourists are the only consumer no economic benefits in all main tourism
stakeholders, it is hard to measure its economic benefits, the index of tourists is so empty.
(2) social benefits. The social impact of destination marketing activities on the local society, such as tax contribution, employment
contribution. For government departments, social benefits is mainly reflected in the total number of visitors, the destination of the visibility
and reputation. But for tourism enterprises, social benefit is the main effective usefulness of its resources, the rate of corporate social image.
For tourists, it is mainly on the tourism destination price and satisfaction of residents. But for destination residents, it is employment,
destination environment improvement and so on.
(3) marketing effectiveness. The marketing effect is mainly used to evaluate the influence of the destination marketing on the tourism
market, and reflect the input and output efficiency of tourism marketing more directly. In the design of the specific index, the tourism
enterprise financial income and expenditure data was difficult to obtain, the qualitative evaluation of this research finally set up the
marketing effect of three kinds of tourism enterprises such as hotel, scenic spots and travel agencies.
Based on the above two evaluation dimensions, the index system is established containing 12 second-grade indicators and 40 level tri-
grade indicators which shown in table 1.
After the primaries, the index were selected and added by mail and interviews from relevant experts, meanwhile taking into account the
availability of data, data correlation, investigation of the feasibility and the economic indicators, the total number of objective index control
and other factors. We retained 19 indicators，deleted 10 indicators, and adjusted 11 indicators. We finally determined indicators system with
the two dimensions based on the stakeholder and effectiveness, including 12 second-grade indicators and 30 level tri-grade indicators which
shown in table 2.

Tab. 2 Final Indicators System of Destination Marketing Performance Evaluation

Government department Tourism enterprises Tourist Destination Residents
Total tourism income
Average operating
Total tourism income
income of three-five star
growth rate
hotel Per capita tourism industrial
Economic performance Average tourism
Year-on-year growth added value
consumption
Scenic spot ticket income
Average tourism
Year-on-year growth
consumption growth rate
Average room occupancy
Total arrivals
rate Average residence time
Total arrivals growth rate Visitor residents ratio
Year-on-year growth Cost performance of
Social Performance Destination Popularity Satisfaction of destination
Tourism service quality tourism consumption
Click rate of tourism net- residents
Social image of tourism Total tourist satisfaction
platform
enterprises
Marketing effect of three-
five star hotel Tourism marketing
Total marketing expenses
Marketing effect of scenic participation rate Tourism marketing
Marketing Performance Marketing expenditure
spot Evaluation of destination recognition
per capita
Marketing effect of travel marketing quality
agency

4 Evaluating System

4.1 Construct Weight Judgment Matrix

Based on the comparison of the relative importance of each factor, the judgment matrix of stakeholders is constructed with the help of
Yaahp 10.1 software on the basis of the evaluation of 10 scholars, as shown in Table 3:

Tab. 3 Stakeholder Judgment Matrix

Government department Tourism enterprises Tourist Destination Residents
Government department 1 3 3 5
Tourism enterprises 1/3 1 1 3
Tourist 1/3 1 1 3
Destination Residents 1/5 1/3 1/3 1

To sort out four stakeholders for economic benefit and social benefit and marketing effect of different weight judgment matrix
including the government departments, tourism enterprises, tourists and destination residents which shown in Table 4 to 7.

Tab. 4 Judgment matrix of Government Departments

Governmental Department Economic performance Social Performance Marketing Effect
Economic performance 1 3 5
Social Performance 1/3 1 3
Marketing Performance 1/5 1/3 1

Tab. 5 Judgment matrix of Tourism Enterprises

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 Tourism Enterprises Economic performance Social Performance Marketing Effect
Economic performance 1 7 3
Social Performance 1/7 1 1/3
Marketing Performance 1/3 3 1

Tab. 6 Judgment Matrix of Tourists

Tourists Social Performance Marketing Effect
Social Performance 1 3
Marketing Performance 1/3 1

Tab. 7 Judgment Matrix of Destination Residents

Destination Residents Economic performance Social Performance Marketing Effect
Economic performance 1 1/5 3
Social Performance 5 1 7
Marketing Performance 1/3 1/7 1

4.2 Calculation of the weight of the criterion layer

The eigenvalues and eigenvectors of the five matrices in Table 3 to table 7 are calculated, and the consistency test is performed:
The characteristic root of the stakeholder judgment matrix is 4.059, the eigenvectors are (0.554, 0.185, 0.185, 0.077), and the random
consistency ratio is CR=CI/RI=0.022<0.1;
The characteristic root of the judgment matrix of government department is 3.039, and the characteristic vector is (0.633, 0.260, 0.106),
and the random consistency ratio is CR=CI/RI=0.033<0.1;
The characteristic root of the judgment matrix of tourism enterprise is 3.007, the characteristic vector is (0.669, 0.088, 0.243), and the
random consistency ratio is CR=CI/RI=0.007<0.1;
The characteristic roots of the judgment matrix of tourists are 2, the eigenvectors are (0.750, 0.250), and the random consistency ratio is
CR=CI/RI=0<0.1;
The characteristic root of the judgment matrix is 3.066, the characteristic vector is (0.193, 0.724, 0.083), and the random consistency
ratio is CR=CI/RI=0.063<0.1;
The results obtained by the eigenvector is the corresponding weight, the results are shown in table 8.

Tab. 8 Judgment Matrix of Tourism Enterprises

Government Tourism enterprises Tourist Destination Residents
Weight d
0.554 0.185 0.185 0.077
Economic performance 0.633 0.669 0.000 0.193
Social Performance 0.260 0.088 0.750 0.724
Marketing Performance 0.106 0.243 0.250 0.083

The weight of the four stakeholders in Table 8 is multiplied by the weight of the economic benefits, social benefits and marketing
effects, and the corresponding weights of the 12 levels of the criteria layer are obtained, as shown in table 9.

Tab.9 Weight of the 12 levels of the Criterion Level of the two Levels
Government Destination
Tourism enterprises Tourist
department Residents Comprehensive
Weight
weight
0.554 0.185 0.185 0.077
Economic
0.351 0.123 0.000 0.015 0.489
Performance
Social
0.144 0.016 0.138 0.056 0.355
Performance
Marketing
0.059 0.045 0.046 0.006 0.156
Performance

It can be seen from table 9 that 0.554:0.185:0.185:0.077 is the proportion of four stakeholders obtained by Delphi method, it reflects
that participants are government departments and related tourism enterprises when the region (or city) as a tourist destination marketing
object, individual tourists and destination residents in tourism marketing are to be as a marketing object and related subject, interest
correlation degree is less. On the contrary, most of them belong to the passive recipients of tourism marketing. tourism marketing activities
influence on their life is limited, and when it is not satisfied, can not participate in the activities, will not have too much material losses. As
the tourism destination marketing activities to city, the investment mainly comes from government funds, responsible for all the travel
government expenditure of the funds and the management of economic performance and social performance is more concerned about
marketing. Tourism enterprises are the important participants and beneficiaries of the government's urban tourism marketing activities, and
the effect of marketing activities has a greater impact on the management of enterprises, and its weight is correspondingly higher.
The weight of economic benefit and social benefit and the marketing effect, it can be seen from table 8 that different stakeholders have

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different judgments, the tourism enterprises and government departments to pay more attention to the economic benefits, the tourist
destination for residents and pay more attention to social benefits. As a tourist service provider, the tourism enterprises and the recipients of
tourism services are more concerned about the effect of tourism marketing, which indicates that these two subjects are more concerned
about the direct effects of tourism marketing. 0.489:0.355:0.156 is a comprehensive weight ratio in the right column of Table 9 indicates the
economic benefit and social benefit and the marketing effect, which indicates that at the present stage, the stakeholders think overall
economic benefit is the first, the social benefit and the effect of marketing.

4.3 Calculation of the weight of index layer

Taking into account the indexes having a total of 30 indicators in determining the index weight, and according to the 12 criterion layers
were determined three index weight, then the weight and the criterion level are weighted to get the final comprehensive weight of 30 level
three indexes. Fuzzy comprehensive evaluation method is used to determine the weight of individual scholars, the 10 scholars scores the
three indicators from 1 to 5 by weight, and took the average, then normalized, to get the weight of the three indicators. The three indicators
of sub weights and comprehensive weights four stakeholders of are shown in table 10 to 13.

Tab. 10 Comprehensive weight of Governmental Department Tri-grade Indicators

Weight of
Second-grade Weight of Tri-grade Converted Weight of
Second-grade Tri-grade Indicators
indicators Indicators Tri-grade Indicators
indicators
Total tourism income 0.560 0.196

Economic Total tourism income growth rate 0.140 0.049

0.351
performance Average tourism consumption 0.240 0.084
Average tourism consumption growth rate 0.060 0.021
Total arrivals 0.320 0.046

Social Total arrivals growth rate 0.080 0.012

0.144
Performance Destination Popularity 0.300 0.043
Click rate of tourism net-platform 0.300 0.043

Marketing Total marketing expenses 0.800 0.047

0.059
Performance Marketing expenditure per capita 0.200 0.012

Tab.11 Tri-grade Indicators’ Comprehensive weight of tourism enterprises

Weight of
Second-grade Weight of Tri-grade Converted Weight of
Second-grade Tri-grade Indicators
indicators Indicators Tri-grade Indicators
indicators
Average operating income of three-five star hotel 0.560 0.069

Economic Year-on-year growth 0.140 0.017

0.123
performance Scenic spot ticket income 0.240 0.030
Year-on-year growth 0.060 0.007
Average room occupancy rate 0.210 0.003

Social Year-on-year growth 0.090 0.001

0.016
Performance Tourism service quality 0.400 0.007
Social image of tourism enterprises 0.300 0.005
Marketing effect of three-five star hotel 0.400 0.018
Marketing
0.045 Marketing effect of scenic spot 0.300 0.013
Performance
Marketing effect of travel agency 0.300 0.013

Tab. 12 Tri-grade Indicators’ Comprehensive weight of tourists

Weight of
Second-grade Weight of Tri-grade Converted Weight of
Second-grade Tri-grade Indicators
indicators Indicators Tri-grade Indicators
indicators
Average residence time 0.400 0.055
Social
0.138 Cost performance of tourism consumption 0.300 0.042
Performance
Total tourist satisfaction 0.300 0.042

Marketing Tourism marketing participation rate 0.400 0.018

0.046
Performance Evaluation of destination marketing quality 0.600 0.028

Journal of Residuals Science & Technology, Vol. 13, No. 8, 2016 12.7
© 2016 DEStech Publications, Inc.
doi:10.12783/issn.1544-8053/13/8/12
 Tab.13 Tri-grade Indicators’ Comprehensive weight of destination residents
Weight of
Second-grade Weight of Tri-grade Converted Weight of
Second-grade Tri-grade Indicators
indicators Indicators Tri-grade Indicators
indicators
Economic
0.015 Per capita tourism industrial added value 1.000 0.015
performance
Visitor residents ratio 0.400 0.022
Social
0.056
Performance
Satisfaction of destination residents 0.600 0.034
Marketing
0.006 Tourism marketing activity recognition 1.000 0.006
Performance

Acknowledgements

This work is supported by a grant from Natural Science Foundation of Zhejiang Province (#LY12G02020). And also we appreciated
the much help of our students of TA (Tourism Association in Ningbo Institute of Technology, Zhejiang University). They attributed much
labor for this project.

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