摘要
旅游景区营销竞争力是衡量旅游景区实力的重要标志之一。对营销竞争力进行客观、准确的评价,并以此发现不足、找出差距,是提升和强化旅游景区营销竞争力的关键。层次分析法与模糊综合评价法相结合,将评价指标体系分成递阶层次结构,运用层次分析法确定各指标的权重,分层次进行模糊综合评价。
The marketing competitiveness of tourism attraction is to measure the important sign of tourist attraction strength.Objective and accurate evaluating the marketing competitiveness,discovering the scarcity and finding out difference are to promote and enhance the key of the marketing competitiveness of tourism attraction.Combining with AHP and fuzzy evaluation,the evaluation index system is divided into a hierarchical structure.Make use of AHP to determine the weight of each index and use fuzzy evaluation to multi-level evaluate.
出处
《企业活力》
2012年第1期37-41,共5页
Enterprise Vitality
基金
辽宁省教育厅项目"辽宁工业企业国际化与塑造核心竞争力互动机制研究"(编号:WJ2010035)的阶段性成果
关键词
旅游景区
营销竞争力
AHP
模糊评价
综合评价
tourist attraction
marketing competitiveness
AHP
fuzzy evaluation
comprehensive evaluation
