{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,17]],"date-time":"2026-04-17T22:40:49Z","timestamp":1776465649105,"version":"3.51.2"},"reference-count":37,"publisher":"MDPI AG","issue":"7","license":[{"start":{"date-parts":[[2024,7,9]],"date-time":"2024-07-09T00:00:00Z","timestamp":1720483200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Social Science Foundation of Shaanxi Province","award":["2023J036"],"award-info":[{"award-number":["2023J036"]}]},{"name":"Social Science Foundation of Shaanxi Province","award":["22JK0097"],"award-info":[{"award-number":["22JK0097"]}]},{"name":"Social Science Foundation of Shaanxi Province","award":["2023CX141"],"award-info":[{"award-number":["2023CX141"]}]},{"name":"the Scientific Research Plan Projects of the Shaanxi Education Department","award":["2023J036"],"award-info":[{"award-number":["2023J036"]}]},{"name":"the Scientific Research Plan Projects of the Shaanxi Education Department","award":["22JK0097"],"award-info":[{"award-number":["22JK0097"]}]},{"name":"the Scientific Research Plan Projects of the Shaanxi Education Department","award":["2023CX141"],"award-info":[{"award-number":["2023CX141"]}]},{"name":"research topic of Social Science Innovation and Development in Anhui Province","award":["2023J036"],"award-info":[{"award-number":["2023J036"]}]},{"name":"research topic of Social Science Innovation and Development in Anhui Province","award":["22JK0097"],"award-info":[{"award-number":["22JK0097"]}]},{"name":"research topic of Social Science Innovation and Development in Anhui Province","award":["2023CX141"],"award-info":[{"award-number":["2023CX141"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Entropy"],"abstract":"<jats:p>With the tourism industry continuing to boom, the importance of tourism mascots in promoting and publicizing tourism destinations is becoming increasingly prominent. Three core dimensions, market trend, appearance design, and audience feedback, are numerically investigated for deeply iterating tourism mascot design. Further, a subjective and objective evaluation weighting model based on the hierarchical analysis method (AHP) and entropy weighting method is proposed, aiming to utilize the advantages of these methods and ensure the entireness and correctness of results. Taking the mascots of six famous tourist attractions in Xi\u2019an as an example, the feasibility and effectiveness of the evaluation model are verified. Data analysis and modeling results confirm that the three core evaluation indexes of scalability, innovation, and recommendation should be focused on in the design of tourism mascots in the three dimensions of market trends, appearance design, and audience feedback. The evaluation index scores are 0.1235, 0.1170, and 0.1123, respectively, which further illustrates the priority of mascot design. The evaluation model constructed by the research provides decision-makers with a comprehensive evaluation tool from the perspective of tourist experience, and also effectively assists the optimization process of mascot design. In addition, the model has good versatility and adaptability in structural design and evaluation logic and can be widely used in the optimization and evaluation research of brand mascots.<\/jats:p>","DOI":"10.3390\/e26070585","type":"journal-article","created":{"date-parts":[[2024,7,9]],"date-time":"2024-07-09T13:22:36Z","timestamp":1720531356000},"page":"585","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":14,"title":["Optimization and Evaluation of Tourism Mascot Design Based on Analytic Hierarchy Process\u2013Entropy Weight Method"],"prefix":"10.3390","volume":"26","author":[{"given":"Jing","family":"Wang","sequence":"first","affiliation":[{"name":"School of Design, Xi\u2019an Technological University, Xi\u2019an 710021, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Fangmin","family":"Cheng","sequence":"additional","affiliation":[{"name":"School of Design, Xi\u2019an Technological University, Xi\u2019an 710021, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Chen","family":"Chen","sequence":"additional","affiliation":[{"name":"School of Design, Xi\u2019an Technological University, Xi\u2019an 710021, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2024,7,9]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"329","DOI":"10.1353\/jjs.2005.0058","article-title":"The Bloodstained Doll: Violence and the Gift in Wartime Japan","volume":"31","author":"Schattschneider","year":"2005","journal-title":"J. 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