Evaluation of Tourism Industry Efficiency in Pearl River Delta and its Influencing Factors in the Context of Happiness Industry

In the context of happiness industry, this paper constructs the input-output index system of tourism industry efficiency, uses DEA model and Malmquist model to measure the tourism industry efficiency and its temporal-spatial evolution of nine cities in Pearl River Delta from 2010 to 2016, and uses Grey relational model to analyze the influencing factors.The results show that, the overall tourism industry efficiency in Pearl River Delta reaches a relatively high level; the overall efficiency and technical efficiency showed a descending trend from inside out with the Pearl River Estuary economic circle as the core. The scale efficiency of tourism industry in Pearl River Delta showed a good trend, and the tourism elements input could satisfy the livelihood needs to a great extent. The total factor productivity of most cities in Pearl River Delta shows a growing trend, but the change trend differs in different areas. Impact of influencing factors of tourism industry efficiency differs in cities of different development degree and the impact of social benefit and environmental benefit indicators on tourism industry efficiency increases significantly. Based on the construction of happiness industry, cities in Pearl River Delta should take effective measures to improve the tourism industry efficiency.