Optimization and Evaluation of Tourism Mascot Design Based on Analytic Hierarchy Process–Entropy Weight Method

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’an 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.