Developing and Implementing a Model for Selecting Videos for City Marketing

Pi-Fang Hsu, Chia-Wen Tsai and Sheng-Weng Doong
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Pi-Fang Hsu: Department of Communications Management, Shih Hsin University, Taipei, Taiwan
Chia-Wen Tsai: Department of Information Management, Ming Chuan University, Taipei, Taiwan
Sheng-Weng Doong: Department of Communications Management, Shih Hsin University, Taipei, Taiwan

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2012, vol. 3, issue 4, 50-64

Abstract: This study develops a model for selecting videos for city marketing. First, Modified Delphi Method was used to find suitable criteria to evaluate videos of city marketing. Next, Analytic Hierarchy Process (AHP) was used to determine the relative weights of the criteria. A local government in Taiwan is used as an example of how videos for city marketing can be selected with this model. Furthermore, this study found that there is a gap in the weights of criteria identified between operators and governments. Finally, this study used sensitivity analysis to survey the criterion weight of the degree of influence with an alternative hierarchy, making it applicable for academia and commerce.

Date: 2012
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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