“好客山东”旅游品牌创新评价研究

Study on the Innovation Evaluation of Tourism Brand of "Friendly Shandong"

本文从"好客山东"旅游品牌的内涵及特征入手,分析品牌创新中存在的各种问题,并运用AHP层次分析法构建创新评价体系,为旅游品牌的创新发展提供理论依据,对山东省旅游业的发展具有重要的现实意义。

This paper summarizes the connotation and characteristics of the ＆quot;Friendly Shandong＆quot;, points out the problems existing in the brand innovation, and uses the AHP to construct the innovation evaluation system. It provides theoretical basis for tourism brand innovation, and has important practical significance for the development of tourism in Shandong province.