Abstract

With the rapid development of tourism industry all around the world，the competition among destinations against the market share becomes more and more intense.In order to survive and develop sustainably in the competition，destinations must solve the problems such as what is tourism destination competitiveness，how to cultivate and manage tourism destination competitiveness.At the same time，WTO has put its work focus on destination sustainable competitiveness and founded the special work group to study this important issue.In a word，tourism destination competitiveness has become a hot topic in the field of tourism researches.However，as a comparatively new field，the researches on tourism destination competitiveness home and abroad still need further improvements.Some problems such as the absence of the explicit definition of tourism destination competitiveness and the deficiency of the quantitative evaluation researches need to be solved urgently.

In order to meet the urgent needs from the practice，based on the existing achievements of the researches in this field，this dissertation will firstly generalize the connotation of tourism destination competitiveness，then establish a comprehensive evaluation system from the perspective of domestic market and finally take Qingdao and Dalian for example to test the above evaluation system.

Firstly，based on the connotation of competitiveness，tourism competitiveness and sustainable tourism development，the dissertation defines tourism destination competitiveness as the sum of the current and potential abilities for destinations to provide satisfactory tourism experiences for tourists，to improve the standard of living for the residents and to increase the welfare for the stakeholders by virtue of tourism resources，which will be demonstrated by market share，tourism receipts，tourist arrivals，tourists'satisfaction indices and residents'living happiness indices for those destinations with the same target markets.According to this connotation，the research premise of tourism destination competitiveness is established as“the same target markets”.Based on the above premise，the dissertation chooses the perspective of domestic market to found the evaluation system.

Secondly，based on the researches on the evaluation of competitiveness，city competitiveness and tourism competitiveness，the dissertation puts forward the analytic framework for tourism destination competitiveness and then constructs the conceptual evaluation model according to clarifying the analytic framework by means of the results of factor analysis on influencing factor of tourism destination competitiveness.This model is made up of 8 sub-competitiveness，tourism industry and various representations of tourism destination competitiveness.Some sub-competitiveness can be compared to“bow”，the other can be compared to“chord”，the tourism industry can be compared to“arrow”，then the competitive achievements of the tourism industry，tourists'satisfaction indices and residents'living happiness indices can be compared to“target”.The“bow”，“chord”，“arrow”and“target”together demonstrate the conceptual model vividly，which can help us to understand and evaluate tourism destination competitiveness preferably.

Thirdly，based on the detailed interpretation of the conceptual evaluation model，the dissertation constructs a comprehensive evaluation system of tourism destination competitiveness，which includes both explanatory and demonstrative indices.The explanatory indices constitute 5 kinds，14 sub-kinds，43 pieces of influencing factors of tourism destination competitiveness.Based on the questionnaires filled out by the domestic vistors，the different levels of explanatory indices are set with different coefficients according to different methods by means of SPSS 13.0.The demonstrative indices mainly include the competitive achievements of tourism industry，tourists'satisfaction indices and residents'living happiness indices，which are not set with coefficients in this dissertation out of several reasons.This comprehensive evaluation system is established from the perspective of domestic market，which can both forecast ahead of time and demonstrate afterword the competitiveness of the specific destination.Besides the ability to evaluate destination competitiveness，it can also help to find the problems during the cultivation of competitiveness for a destination and put forward some suggestions to improve its competitiveness.

Finally，the dissertation takes Qingdao and Dalian for example to test the evaluation system of tourism destination competitiveness and draws the conclusion that the level of tourism destination competitiveness for Qingdao is higher than Dalian.Based on Paired-Samples T test and Importance-Performance Analysis，the dissertation also puts forward some suggestions for Qingdao and Dalian to improve their destination competitiveness.

Key Words：Tourism Destination Competitiveness；Competitiveness Evaluation；Domestic Market