Ranking of Tourism Web Sites According to Service Performance Criteria with CRITIC and MAIRCA Methods: The Case of Turkey

Abstract

Multi-Criteria Decision-Making (MCDM) methods enable the systematic ranking of decision alternatives by evaluating them with more than one maximized or minimized decision criterion. Multi-Criteria Decision-Making methods provide decision-makers with forms that include specified steps for calculating the importance weights of decision criteria and ranking decision alternatives. Weighting methods for calculating criterion weights are divided into subjective and objective. CRITIC method is one of the most widely used objective weighting methods in which criterion weights are determined according to the structure of the data. The MAIRCA method, a Multi-Criteria Decision Making method based on linear vector optimization, is widely preferred in the literature, especially in recent years, as it is also suitable for criteria with zero and negative values. This study aims to rank tourism websites, which play an essential role in terms of national tourism, according to nine service performance criteria. The CRITIC method determined the importance and weight values of the criteria, and the ranking of the websites was carried out by the MAIRCA method. The most decisive decision criterion in the website ranking was the live support and number of complaints. As a result of the ranking of the websites with the MAIRCA method, tripadvisor.com and seyahatyanımda.com took the first two places, while etstur.com and setur.com took the last two.