AN INTEGRATED FUZZY MCDM MODEL FOR HOTEL WEBSITE EVALUATION

Öz

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.

Anahtar Kelimeler

• Website Evaluation
• E-commerce
• Fuzzy Sets
• MCDM
• Tourism

OTEL WEB SİTESİ DEĞERLENDİRMESİ İÇİN ENTEGRE BİR BULANIK ÇKKM MODELİ

Öz

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.

Anahtar Kelimeler

• Web Sitesi Değerlendirmesi
• E-ticaret
• Bulanık Kümeler
• ÇKKM
• Turizm

Kaynakça

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