EVALUATION OF THE COMPETITIVENESS AND SUSTAINABLE DEVELOPMENT OF ECO-CULTURAL TOURISM FUSION INDUSTRY

Eco-cultural tourism is a development mode that is being vigorously promoted by the Chinese government in recent years. Its original intention is to better integrate cultural industries, tourism resources, and natural resources; thereby forming a comprehensive tourism mode with ecological protection as the core. Such development mode has been widely applied in various parts of China, but until now there is not a way to evaluate its effect. Therefore, to fill in this research gap, this paper took the eco-cultural tourism industry of Sichuan Province of China as the subject, and built an Evaluation Index System (EIS) for assessing the competitiveness and sustainable development of the subject from four dimensions of finance, public, internal process, and learning and growth based on the theory of balanced scorecard, then, empirical research was conducted based on the entropy weight method. This paper aims to provide a useful reference for subsequent eco-cultural tourism construction projects, in the hopes of better driving economic growth and realising the simultaneous development of culture and ecology.