Research on the Evaluation of Tourism Digital Content Marketing Based on PCA-AHP

A crucial marketing tactic for the growth of the tourism industry is digital content marketing (DCM). To improve the evaluation system of digital content marketing of scenic tourism, based on tourism digital content marketing theory, the PCA-AHP model is applied to evaluate the DCM of 5A tourist attractions in three provinces in northeastern China. The AHP index system is constructed from information practicality, user experience, and social function, and the principal components are extracted by combining PCA: platform effect, technology effect, audiovisual experience, and interactive experience and the comprehensive weight of the index is calculated. The results show that social function dominates DCM, and the influence of user experience is better than information utility. Platform effect and interactive experience have a significant influence on DCM, and the effect of audiovisual experience is the weakest. The objective is to improve the DCM's evaluation methodology and system, as well as the digital content service it provides to the travel and tourism sector.