Research on Brand Influence Assessment Model of Tourism Souvenirs in Social Media Data Analysis Environment

Abstract

This study is based on the insight of the current situation of the development of tourism souvenirs in the practice of enterprises, and is carried out in response to the reality of the pain point of the cooperative project about the lack of scientific basis for the ranking of tourism souvenir brands. The fuzzy Delphi method is used to screen the indicators for assessing the brand influence of tourism souvenirs, and the weights of the indicators are determined based on the network hierarchy analysis method to realize the construction of the assessment model for assessing the brand influence of tourism souvenirs, and apply it to the actual assessment work. This paper finally constructs a brand influence assessment system containing 6 dimensions and 16 indicators. The weights of brand satisfaction and brand satisfaction in the first-level indicator factors rank top, with the weights of 0.2253 and 0.1835 respectively, which verifies the key role of customer satisfaction and brand awareness in shaping the brand influence of tourism souvenirs. Using the model to rank 50 tourism souvenir brands, the results obtained overlap with the ranking of authoritative websites by as much as 80%, which verifies the validity of the model. This paper fills the theoretical gap in the field of tourism souvenir brand evaluation and provides a tool reference for the development of tourism souvenir brands.