旅游业和房地产业在交互影响发展下逐渐孕育出了一项新兴产业——旅游地产。旅游地产的投资开发有利于进一步深化开发旅游资源，调整现存旅游产品的结构，提升旅游区域的城市形象，促进旅游消费的增加，推动地方经济的发展，以及提高城市文化品位和核心竞争力。旅游地产功能定位是指在旅游地产开发建造前，对项目完成后所预期实现的功能进行预先选择确定。旅游地产功能定位是项目开发中重要的环节，准确的定位在保护生态环境体系，促进旅游资源健康发展，获得良好经济收益，实现区域布局规划目标等方面有着举足轻重的作用。由于旅游地产项目功能定位具有重要的现实意义，本文旨在研究旅游地产项目功能定位的科学方法，综合分析影响定位的多方面因素，采用层次分析法、熵权法和模糊综合分析法等方法来构建旅游地产项目功能定位的评价体系，为旅游地产开发商合理进行项目投资开发提供参考。本文对旅游地产项目的功能定位进行研究，对影响旅游地产项目功能定位的因素进行了分析：地方政治环境、地方经济环境、房地产市场环境、社会人文环境、旅游资源、区位条件、基础设施和开发商实力。在功能定位评价体系的构建上，坚持客观性、抓住主导因素、整体考虑、定量与定性相结合、考虑可操作性以及动态性的前提并通过德尔菲法选取准确全面的评价指标以构建评价指标体系，采用层次分析法初步确定评价指标的权重，再通过熵权法进行指标权重修正得到最终评价指标权重表，并利用模糊综合评价法将定性指标进行量化处理，尝试构建旅游地产项目功能定位的理论评价体系。在构建起评价体系后，通过选取项目案例应用于已建立的旅游地产项目功能定位评价体系进行实证分析，从而对评价体系进行验证。

As the compound of tourism and real estate industry, tour real estate has become a new industry. The rapidly development of tour real estate makes contribution to the further development of tourism resources, while adjusting the structure of the existing tourism products, enhancing the city image of tourism regions, promoting the increase of tourism consumption and the development of local economy, as well as improving the urban cultural quality and core competitiveness. Function determination of tour real estate refers to the determination of tour real estate project function before construction, which is an important part in the whole process of a project. Since function determination of tour real estate is practically significant, the purpose of this article is to study a scientific method of accurate function determination which requires comprehensive analysis of various influence factors. To build the function determination system of tour real estate projects, this article will use analytic hierarchy process, entropy weight method and fuzzy comprehensive analysis method as well as other methods, to provide reference to tour real estate developers for investment and development of projects. First, to study the influence factors of function determination, this article analyzes the factors in macro, medium and micro ways. To build the main function determination evaluation system, this article chooses accurate and comprehensive evaluation indexes to construct an evaluation index system through the Delphi method, and uses the analytic hierarchy process to preliminary determine the weights of evaluation indexes, then revises the index weights through the entropy weight method to get the final evaluation index weight form, and uses the fuzzy comprehensive evaluation method to quantify the qualitative indexes. At last, this article builds the function determination evaluation system of tour real estate projects.