Research Article
Year 2023,
Volume: 11 Issue: 4, 1398 - 1409, 30.12.2023
Abstract
Teknolojinin gelişmesiyle birlikte değişen ve artan müşteri beklentileri turizm sektöründe de stratejik değişimlere yol açmıştır. Otellerin hizmet sunduğu web siteleri, müşterilerle ilk karşılaştıkları platformlardır. Müşterinin dikkatini çekmek ve rekabetçi piyasada avantaj elde etmek için çeşitli değerlendirme kriterlerine dikkat etmelidirler. Bu çalışma, otellerin web sitelerinin değerlendirilmesi için etkili, kullanışlı, kapsamlı ve bütünleşik bir yöntem sunmayı amaçlamaktadır. Bu çalışmada, değerlendirmelerin belirsizliği ve karmaşıklığı dikkate alınarak ikili bir ÇÖKV yaklaşımı önerilmiştir. İlk olarak, aralık tip-2 bulanık AHP metodu kullanılarak kriter ağırlıkları bulunur. İkinci olarak, otel web siteleri tereddütlü bulanık TOPSIS yöntemi kullanılarak sıralanır. Beş alternatif otel web sitesini beş ana kriter ve 19 alt kritere göre değerlendiren bir uygulama çalışması da sunulmaktadır. Güven ve bilgi kalitesi en önemli iki faktör olurken, rezervasyon bilgisi, güvenlik ve özel indirimler en önemli üç alt faktör olarak bulunmuştur.
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Year 2023,
Volume: 11 Issue: 4, 1398 - 1409, 30.12.2023
Abstract
Changing and increasing customer expectations with the development of technology have also led to strategic changes in the tourism sector. The websites where the hotels offer their services are the first platforms they encounter with the customers. They should pay attention to various evaluation criteria in order to draw the attention of the customer and gain an advantage in the competitive market. This study aims to present a practical, useful, comprehensive, and integrated method for the evaluation of hotels' websites. In this study, a two-fold MCDM approach was proposed by taking into account the vagueness and complexity of the assessments. Firstly, criteria weights are found using the interval type-2 fuzzy AHP method. Secondly, hotel websites are ranked using the hesitant fuzzy TOPSIS method. An application study to evaluate five alternative hotel websites based on five main criteria and 19 subcriteria is also presented. While trust and information quality are the two most significant factors, reservation information, security, and special discounts are the three leading sub-factors.
Keywords
References
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- Akıncılar. A.. Dagdeviren. M.. 2014. A hybrid multi-criteria decision making model to evaluate hotel websites. International Journal of Hospitality Management. 36. 63-271.
- Baki. R.. 2020. Evaluating hotel websites through the use of fuzzy AHP and fuzzy TOPSIS. International Journal of Contemporary Hospitality Management. 32(12). 3747-3765.
- Buhalis. D.. 2019. Technology in tourism-from information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: a perspective article. Tourism Review. 75(1). 267-272.
- Chang. Y.W.. Hsu. P.Y.. Lan. Y.C.. 2019. Cooperation and competition between online travel agencies and hotels. Tourism Management. 71. 187-196.
- Cevik Onar. S.. Oztaysi. B.. Kahraman. C.. 2014. Strategic decision selection using hesitant fuzzy TOPSIS and interval type-2 fuzzy AHP: a case study. International Journal of Computational intelligence systems. 7(5). 1002-1021.
- Çaylak. M.. 2019. Topsis Yöntemi İle En Uygun Otel Seçimi. Oğuzhan Sosyal Bilimler Dergisi. 1(2). 65-76.
- Di Fatta. D.. Patton. D.. Viglia. G.. 2018. The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services. 41. 161-168.
- Çınaroğlu. E.. Zaralı. F.. 2022. Cappadocia hotels’ website quality evaluation: A multi-criteria Intuitionistic Fuzzy EDAS (IF-EDAS) method application. Business & Management Studies: An International Journal. 10(2). 769-786.
- Hasanat. M. W.. Hoque. A.. Shikha. F. A.. Anwar. M.. Hamid. A. B. A.. Tat. H. H.. 2020. The impact of coronavirus (COVID-19) on e-business in Malaysia. Asian Journal of Multidisciplinary Studies. 3(1). 85-90.
- Hwang. C. L.. Yoon. K.. 1981. Methods for multiple attribute decision making. In Multiple attribute decision making. 58-191. Springer. Berlin. Heidelberg.
- Jawabreh. O.. Jahmani. A.. Maaiah. B.. Basel. A.. 2022. Evaluation of the contents of the five stars hotel website and customer orientation. Information Sciences Letters. 11(4). 1077-1085.
- Kahraman. C.. Kaya. İ.. 2010. A fuzzy multicriteria methodology for selection among energy alternatives. Expert systems with applications. 37(9). 6270-6281.
- Kahraman. C.. Öztayşi. B.. Sarı. İ. U.. Turanoğlu. E.. 2014. Fuzzy analytic hierarchy process with interval type-2 fuzzy sets. Knowledge-Based Systems. 59. 48-57.
- Leung. D.. Law. R.. Lee. H.A.. 2016. A modified model for hotel website functionality evaluation. Journal of Travel and Tourism Marketing. Vol. 33 No. 9. pp. 1268-1285.
- Rodriguez. R. M.. Martinez. L.. Herrera. F.. 2012. Hesitant fuzzy linguistic term sets for decision making. IEEE Transactions on fuzzy systems. 20(1). 109-119.
- Roy. J.. Kumar Sharma. H.. Kar. S.. Kazimieras Zavadskas. E.. Saparauskas. J.. 2019. An extended COPRAS model for multi-criteria decision-making problems and its application in web-based hotel evaluation and selection. Economic research-Ekonomska istraživanja. 32(1). 219-253.
- Saaty. T. L.. (1985). Decision making for leaders. IEEE transactions on systems. man. and cybernetics. (3). 450-452.
- Samanlioglu. F.. Burnaz. A. N.. Diş. B.. Tabaş. M. D.. Adıgüzel. M.. 2020. An Integrated Fuzzy Best-Worst-TOPSIS Method for Evaluation of Hotel Website and Digital Solutions Provider Firms. Advances in Fuzzy Systems. 1–10.
- Senvar. O.. Otay. I.. Bolturk. E.. 2016. Hospital site selection via hesitant fuzzy TOPSIS. IFAC-PapersOnLine. 49(12). 1140-1145.
- Torra. V.. 2010. Hesitant fuzzy sets. International Journal of Intelligent Systems. 25(6). 529-539.
- Tran. L. T. T.. 2021. Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services. 58. 102287.
- Tseng. T. H.. Wang. Y. S.. Tsai. Y. C.. 2021. Applying an AHP Technique for Developing A Website Model of Third-Party Booking System. Journal of Hospitality & Tourism Research. https://doi.org/10.1177/1096348020986986
- Wang. L.. Law. R.. Guillet. B.D.. Hung. K.. Fong. D.K.C.. 2015. Impact of hotel website quality on online booking intentions: eTrust as a mediator. International Journal of Hospitality Management. Vol. 47. pp. 108-115.
- Zadeh. L. A. (1965). Fuzzy sets. Information and Control 8. 338-353.
- Zadeh. L. A.. 1975. The concept of a linguistic variable and its application to approximate reasoning–I. Information sciences. 8(3). 199-249.
There are 26 citations in total.
Details
| Primary Language | English |
|---|---|
| Subjects | Industrial Engineering |
| Journal Section | Research Articles |
| Authors | |
| Publication Date | December 30, 2023 |
| Submission Date | January 31, 2023 |
| Acceptance Date | September 15, 2023 |
| Published in Issue | Year 2023 Volume: 11 Issue: 4 |
