Pricing strategies for online hotel searching: a fuzzy inference system procedure

Abstract

PurposeHotels are considered one of the keys to tourism industry, without which it is impossible to visualize this industry. Setting the proper price for hotels has always been a nuisance for the decision makers because of its direct relationship with the demand for hotels. Thus, in the current study a Stackelberg game between the government (leader) and the hotels (follower) has been presented to determine the optimal price under competitive conditions. The selected hotels are different with respect to energy consumption and the environmental impact. Thus, the government makes efforts to control their prices with incentives and tariffs.Design/methodology/approachThe fuzzy inference system (FIS) has also been applied to forecast the hotel demand. Therefore, first off, the demand forecast criteria have been chosen by the experts and in the continuation, it has been screened by fuzzy Delphi approach. Finally, the quantity of hotel demand is computed by the Mamdani inference system. A mathematical model has been presented for determining the optimal sequencing of hotels and minimizing the searches to find a hotel.FindingsA case study based on the data extracted from online travel agencies (OTAs) has been presented to validate the proposed model. The results demonstrate that by the ranking position increase, the number of the tourists decreases and the higher the star number of a hotel, the lower its ranking position.Originality/valueConsidering the energy saving and environmental impacts in hotel pricing and considering the government's intervention in hotel revenues regarding the incentives and tariffs are the innovations of the present study.