A fuzzy comprehensive evaluation approach with application to measuring tourism destination service quality

The foreign tourists´ satisfaction of tourist destination service quality has an important impact on the tourist destinations competitiveness and market expansion. This study is based on the questionnaire data of the Beijing service quality from foreign tourists of the Beijing´s five largest source countries and uses fuzzy comprehensive evaluation for analysis. The results show that the British tourists give the highest service quality evaluation. At the same time, the five countries are classified by the cluster analysis methods in favor of the publicity and marketing.