EVALUATION OF SERVICE QUALITY OF HOTEL AND HOLIDAY RESERVATION WEB SITES IN TURKEY BY INTEGRATED SWARA - GRAY RELATIONSHIP ANALYSIS METHOD

Year 2017, , 81 - 95, 30.06.2017

Engin Cakir , Gokhan Akel

https://doi.org/10.17261/Pressacademia.2017.395

Abstract

With the development and widespread use of technology,
the rate of Internet use in the world is rapidly increasing. It has made our
life even easier as almost all of our daily needs are met through the internet.
The widespread use of the Internet has influenced many sectors and has also
influenced the tourism industry, enabling many online hotels and holiday booking websites to emerge. Hotels and holiday booking
websites have provided facilities for hotel and holiday selection, and offer
many opportunities to compare alternatives. However, the issue of which booking
website is best for individuals who make a reservation plan is a matter of
multi-criteria decision making. In this study, it was aimed to determine the
importance levels (weights) of the criteria to be used in preference of holiday
reservation web sites by using SWARA method and to include the criteria weights
in the process and to evaluate alternative holiday reservation websites in
Turkey using Gray Relational Analysis method. In addition, the service quality
of seven hotels and holiday booking websites operating in Turkey has been tried
to be evaluated. The most important criterion that consumers use to make site
reservation for hotels and holiday over the Internet is
"reliability". In addition, the hotel and holiday booking companies
have been evaluated in terms of service quality and "TATILBUDUR.COM"
among the web sites was the first place.

Keywords

Internet, hotel and holiday web sites, selection of reservation web site, SWARA method, grey relational analysis method

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