The image of tourist destination is the foundation and key for the tourism sustainable development and pros-perity,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.%旅游地形象是关乎其旅游可持续发展和繁荣的基础和重点，某一旅游地形象被屏蔽，如何评定其屏蔽强度，这需要定性和定量结合。为此，在文献研究和实践研究的基础上，文章提出预选指标，运用专家筛选法和指标鉴别分析法确定了最终的指标体系；再运用 AHP(层次分析法)和数据包络分析法(DEA)评定各个指标权重，构建旅游地形象屏蔽强度评定模型；然后以凉山州为例做实证研究。研究发现，基于旅游地形象屏蔽强度评定指标体系不仅能够评定旅游地形象屏蔽现状和强度，还能够帮助旅游地更精准地塑造或提升自己形象。
展开▼
