Optimization and Evaluation of Tourism Mascot Design Based on Analytic Hierarchy Process-Entropy Weight Method

Area of Science:

• Tourism Marketing
• Product Design
• Data Analysis

Background:

• The tourism industry's growth necessitates effective promotional tools, with mascots playing an increasingly vital role.
• Designing successful tourism mascots requires a systematic approach considering multiple factors.
• Existing evaluation methods may lack comprehensiveness in assessing mascot effectiveness.

Purpose of the Study:

• To develop and validate a comprehensive evaluation model for tourism mascot design.
• To numerically investigate key dimensions influencing mascot design: market trend, appearance, and audience feedback.
• To provide a data-driven tool for optimizing tourism mascot development and selection.

Main Methods:

• A hybrid evaluation model integrating the Analytic Hierarchy Process (AHP) and the entropy weighting method.
• Numerical investigation of three core dimensions: market trend, appearance design, and audience feedback.
• Case study application using mascots from six famous tourist attractions in Xi'an.

Main Results:

• The proposed model effectively verifies the feasibility and effectiveness of evaluating tourism mascots.
• Scalability (0.1235), innovation (0.1170), and recommendation (0.1123) were identified as the most critical evaluation indexes.
• The model highlights the importance of considering market trends, appearance design, and audience feedback in mascot iteration.

Conclusions:

• The developed model offers a robust tool for decision-makers to evaluate tourism mascots from a tourist experience perspective.
• The model aids in the optimization process of mascot design, ensuring better alignment with market demands and audience preferences.
• The model demonstrates versatility and adaptability, suitable for broader applications in brand mascot optimization and evaluation.