Analytic Hierarchy Process and Its Application in Rural Tourism Service Performance Evaluation

Abstract

In contemporary China, tourism is being upgraded to a modern service industry and strategic pillar industry. With the rapid development of modern information and communication technology and the continuous refinement of tourism market demand, tourism has entered a new era of smart tourism. Information runs through the whole process of tourism activities and is the key to determine the quality of tourism. Tourism public service is a very important basic support for tourism activities. It is of great significance to meet the diversified needs of tourists and optimize various services and government management functions. Based on the analysis of the connotation of tourism supply chain performance evaluation, this paper constructs a tourism supply chain performance evaluation index system and performance evaluation model suitable for analytic hierarchy process and studies the product price, production capacity, credit, complaint rate, and management level of its upstream tourism supply enterprises. To test the effectiveness of AHP on tourism supply chain performance evaluation, the comprehensive evaluation results and relevant suggestions for improving performance are obtained, which also proves the extensibility of the performance evaluation index system and provides an effective method for improving the performance of each link of China’s tourism industry and tourism service quality.