Issue |
SHS Web of Conf.
Volume 178, 2023
3rd International Conference on Public Relations and Social Sciences (ICPRSS 2023)
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Article Number | 03019 | |
Number of page(s) | 4 | |
Section | Corporate Marketing Strategy and Innovation Development | |
DOI | https://doi.org/10.1051/shsconf/202317803019 | |
Published online | 23 October 2023 |
Research on Evaluation of Tourism Live Marketing Effect
1 Griffith University, Master of International Tourism and Hospitality Management Gold Coast, Queensland, Australia
2 Professor, Postdoctoral fellow, Hainan University, Haikou, Hainan Province, China
* Corresponding author: dlfphd@163.com
With the development of Internet and tourism industry, live tourism marketing has gradually become an important way of tourism marketing. Among them, tourism live marketing belongs to one of the big categories of live marketing. This paper first determines the evaluation index through the analysis of the influencing factors of live marketing, and further determines the final evaluation index through the use of Delphi method and network research. Then the weights of the evaluation index system are determined by AHP. Finally, the rationality of this evaluation index system is verified through the calculation and comparison of specific cases and evaluation index system.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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