CEFContemporary Education Frontiers3029-18793029-1860Bio-Byword Scientific Publishing Pty. Ltd.10.18063/CEF.v3i7.815ArticleA Dual-Oriented Evaluation Study on High-Quality Development of Urban Cultural Tourism Industry: Brand and Green Developmenthttps://artdesignp.com/journal/CEF/3/7/10.18063/CEF.v3i7.815XuekePeng2025372025-08-26Driven by the dual objectives of carbon peaking and carbon neutrality alongside consumption upgrading, “branding” and “green transformation” have become pivotal strategies for urban cultural tourism industries to overcome homogenized competition and achieve high-quality development. This study establishes an evaluation framework under the “brand + green” dual orientation, comprising five primary indicators (brand value, green ecology, industrial benefits, innovation-driven growth, service quality) and 18 secondary indicators. Using Analytic Hierarchy Process (AHP) for weight determination and entropy method for objective adjustment, a comprehensive evaluation model is developed. Through quantitative analysis and qualitative assessment of five exemplary cultural tourism cities, including Hangzhou, Kunming, Xiamen, Xi’an, and Qingdao, the research identifies their developmental strengths and weaknesses under this dual orientation. It proposes differentiated optimization strategies to provide theoretical support and practical references for achieving high-quality development in urban cultural tourism industries, emphasizing “brand prominence, ecological priority, and synergistic benefits”.Brand orientation,Green orientation,Urban cultural tourism industry,High-quality development,Evaluation system,Analytic hierarchy process

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