Economic development cannot be done at the cost of destroying the environment. The environ-mental construction and economic construction must be carried out simultaneously to create a green eco-logical environment. This paper takes rural tourism areas as an example to evaluate the quality of the ecological environment and propose the problems of the ecological environment in rural tourism areas and theoptimization measures through data analysis. This study uses the hierarchical analysis method (AHP) to build an ecological travel environment quality evaluation system that meets the characteris-tics of rural tourism areas and determines 40 specific evaluation indexes and factor weights by construct-ing a judgment matrix for two-by-two comparisons, based on expert surveys. At the same time, the eval-uation grade standard and fuzzy evaluation standard of ecological environment quality of rural tourism were determined, and the fuzzy comprehensive eval-uation method (FCE)was applied to carry out empir-ical research. The subsystems of natural, economic, and social environment are analyzed separately first, and then the development status of each subsystem and the main influence factors of each subsystem are derived, after which the composite system is evalu-ated comprehensively. The overall ecological envi-ronment quality of rural tourism area is on the rise, the foundation is weak, and the ecological environ-ment quality is not high. There are deficiencies in ecological protection, town greening construction, science and education, and social security, which need to be improved. Finally, in response to the prob-lems of ecological environment construction in rural tourism areas, countermeasures are proposed to strengthen ecological environment construction and protection, strengthen town green construction, in-crease education investment, implement national population policy to control population growth, and promote the development of special industries to en-courage entrepreneurship and employment. Com-bined with the actual situation, the evaluation results are more reasonable, indicating that the evaluation model is representative, relevant, and universal.
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