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中文摘要：
旅游者感知是旅游者通过感官获得的对旅游地的旅游对象、旅游环境条件等信息的心理过程。旅游者感知评价涉及的因素很多，评价信息的不完备性和不确切性，决定了感知评价的灰色性，针对这一特点，将层次分析法和灰色理论相结合进行旅游者感知的综合评价。首先分析了影响旅游者感知的关键因素，并在此基础上构建了旅游者感知评价指标体系；然后运用层次分析法确定各评价指标的权重；最后依据评价模型以大桂林旅游圈的五个主要旅游地为例，对旅游者感知进行了综合评价。实证研究表明，旅游者感知的多层次灰色评价所得结果客观、可信，能够为旅游地的规划、管理和营销提供决策的依据。
英文摘要：
Tourist perception is a psychological process through which tourist obtains information on travel target, environment of tounst destination. The evaluation of tourist perception involves a lot of factors, and the appraising information is not complete and exact entirely, which determines the gray nature of the evaluation system. Direct to this characteristic, this article makes the comprehensive evaluation of tourist perception by way of combining the AHP （Analytic Hierarchy Process） and Grey Theory. First, key factors that influence tourist perception are analyzed and the evaluation index system of tourist perception is then set up. Second, the weights of each index are obtained through AHP method. Finally, taking the five main tourism destinations in the MegaGuilin Tourism Circle for examples, this article applies the method into the evaluation process. The empirical study shows that the result of the multilevel grey evaluation of tourist offer reference for the decision-making of planning, management and perception is objective and reliable. It can marketing of tourist destination.
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