Suitable Festival Activities for Taiwan's Tourism and Nation Branding with the Application of the PR AHP Program |
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| Authors: | Chun-An Chen |
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| Institution: | 1. Department of International Business, Chung Hua University, 707, Sec. 2, Wu Fu Road, Hsin Chu 30012, Taiwan, Republic of Chinacachen@chu.edu.tw |
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| Abstract: | Taiwan's tourism industry can be further developed to establish country branding from the perspective of tourism. Combining festival activities with tourism is a good approach. This study is aimed at identifying the festival activities that are suitable for Taiwan's tourism campaign. It has adopted the preference relation analytic hierarchy process (PR AHP) method which currently has no related program. This study has made two major contributions. It has determined suitable festival activities for Taiwan's tourism campaign and has constructed an easy-to-use PR AHP program for researchers. |
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| Keywords: | festival activity tourism nation branding MCDM PR AHP consistent fuzzy preference relation |
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