基于集對分析的觀光節慶服務行銷評估模型

Evaluation of the Tourism Festival Service Marketing Model Based on Set Pairs Analysis

陳慎健(Shen-Chien Chen) ； 郭信霖(Kuo, Hsin-Lin) ； 陳珮瑩(Pei-Ying Chen)

《觀光與休閒管理期刊》 7卷特刊 (2019/08) Pp. 14-23

https://doi.org/10.6510/JTLM.201908/SP_7.0002

摘要

服務行銷的好壞是衡量觀光節慶活動水準的重要指標之一。對觀光節慶活動服務行銷進行準確的評估有利於提高觀光節慶活動的服務行銷。本文依Jago & Shaw（1998）的評價思路，在分析觀光節慶活動服務行銷影響因素的基礎上，並提供了把主觀和客觀權重相結合的觀光節慶活動服務行銷的評估方案選擇方法，構建了觀光節慶活動服務行銷評價指標體系。利用集對分析對不確定性問題有效處理方法，採用熵（Entropy）和層級分析（AHP）相結合的方法，充分挖掘原始資料本身蘊涵的信息，計算出各評價指標的組合權重向量，使結果更為客觀，並以實例說明加以論證。

關鍵字

集對分析 ； 熵權 ； 層級分析（AHP） ； 觀光節慶 ； 服務行銷

並列摘要

The service marketing measures one of the important signs that the level of the tourism festival cultural event. The people carry on the accurate evaluation of tourism festival cultural events service marketing that can help to improve special event service marketing. According to inspire by Jago & Shaw(1998), this paper provides a fuzzy integrative evaluation method for the subject special event service marketing, which combines the subjective weight with the objective weight. Used the set pair analysis to the effective treatment method of the uncertain problem, and calculated for combined weight coefficient by integrating information entropy with AHP, which makes the evaluation more objective. The algorithm is very convenient and easily applicable in practice. Finally, an example is given to show the application of the proposed method.

並列關鍵字

Set Pair Analysis ； Entropy Weight ； Analytic hierarchy process (AHP) ； Tourism Festival ； Service Marketing