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Suitable Festival Activities for Taiwan's Tourism and Nation Branding with the Application of the PR AHP Program

Taiwan's tourism industry can be further developed to establish country branding from the perspective of tourism. Combining festival activities with tourism is a good approach. This study is aimed at identifying the festival activities that are suitable for Taiwan's tourism campaign. It has adopted the preference relation analytic hierarchy process (PR AHP) method which currently has no related program. This study has made two major contributions. It has determined suitable festival activities for Taiwan's tourism campaign and has constructed an easy-to-use PR AHP program for researchers.