基于模糊综合评判的旅游目的地营销绩效评价研究--以山东省为例  

RESEARCH ON TOURISM DESTINATION MARKETING PERFORMANCE EVALUTION BASED ON THE FUZZY SYNTHETIC EVALUTION

作　　者：余洁[1] 曾静[1] 

机构地区：[1]山东师范大学商学院,济南250014

出　　处：《山东师范大学学报（自然科学版）》2016年第1期130-136,共7页Journal of Shandong Normal University(Natural Science)

摘　　要：对旅游目的地营销绩效进行科学的评价已经成为实践发展的必然要求，但由于绩效评价指标的复杂性和动态性，对其进行量化评价难度很大。作者在总结和借鉴前人对旅游目的地营销绩效评价的基础上，提出了构建的原则和方法，尝试构建了旅游目的地营销绩效评价指标体系，并运用山东省作为具体案例进行实证分析，以期丰富国内的理论和实践研究。Making scientific evaluation on tourism destination marketing performance has become the inevitable requirement of practice development. But because of the complexity and dynamic of the performance evaluation,carrying on the quantitative evaluation is very difficult. Based on the summary of predecessors of tourism destination marketing on the performance appraisal,tourism destination marketing performance evaluation index system is constructed based on fuzzy synthetic evaluation theory and the effectiveness of the method is demonstrated by examples.

关 键 词：模糊综合评判 旅游目的地 旅游营销 营销绩效评价 

分 类 号：F59[经济管理—旅游管理]