AN INTEGRATED FUZZY MCDM MODEL FOR HOTEL WEBSITE EVALUATION

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.