Strength Appraisal Index System of Tourism Destination Image Shielding

The image of tourist destination is the foundation and key for the tourism sustainable development and prosperity, and a part of the tourism comprehensive competitiveness. When a tourist encounters the image shielding, how to assess the shielding strength requires both qualitative and quantitative analysis. Based on literature survey and field study, the author proposed some preselected indices and by use of expert selecting method and indices identifying and analyzing method the final indices system is decided on; then by use of AHP and DEA, the weight of each index is evaluated and thus the shielding strength appraisal mode for the tourist destination image is constructed; and the Liangshan prefecture is used as an example to conduct an empirical study and the results show that the said appraisal system, which is based on the tourist destination image shielding strength, can well be used to appraise the shielding status and strength of a tourist destination and also can be used to build and prompt its self image.