Araştırma Makalesi
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OTEL WEB SİTESİ DEĞERLENDİRMESİ İÇİN ENTEGRE BİR BULANIK ÇKKM MODELİ

Yıl 2023, Cilt: 11 Sayı: 4, 1398 - 1409, 30.12.2023
https://doi.org/10.21923/jesd.1245698

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.

Kaynakça

  • Ageeva. E.. Melewar. T. C.. Foroudi. P.. Dennis. C.. Jin. Z.. 2018. Examining the influence of corporate website favorability on corporate image and corporate reputation: Findings from fsQCA. Journal of Business Research. 89. 287-304.
  • Akıncılar. A.. Dagdeviren. M.. 2014. A hybrid multi-criteria decision making model to evaluate hotel websites. International Journal of Hospitality Management. 36. 63-271.
  • Baki. R.. 2020. Evaluating hotel websites through the use of fuzzy AHP and fuzzy TOPSIS. International Journal of Contemporary Hospitality Management. 32(12). 3747-3765.
  • Buhalis. D.. 2019. Technology in tourism-from information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: a perspective article. Tourism Review. 75(1). 267-272.
  • Chang. Y.W.. Hsu. P.Y.. Lan. Y.C.. 2019. Cooperation and competition between online travel agencies and hotels. Tourism Management. 71. 187-196.
  • Cevik Onar. S.. Oztaysi. B.. Kahraman. C.. 2014. Strategic decision selection using hesitant fuzzy TOPSIS and interval type-2 fuzzy AHP: a case study. International Journal of Computational intelligence systems. 7(5). 1002-1021.
  • Çaylak. M.. 2019. Topsis Yöntemi İle En Uygun Otel Seçimi. Oğuzhan Sosyal Bilimler Dergisi. 1(2). 65-76.
  • Di Fatta. D.. Patton. D.. Viglia. G.. 2018. The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services. 41. 161-168.
  • Çınaroğlu. E.. Zaralı. F.. 2022. Cappadocia hotels’ website quality evaluation: A multi-criteria Intuitionistic Fuzzy EDAS (IF-EDAS) method application. Business & Management Studies: An International Journal. 10(2). 769-786.
  • Hasanat. M. W.. Hoque. A.. Shikha. F. A.. Anwar. M.. Hamid. A. B. A.. Tat. H. H.. 2020. The impact of coronavirus (COVID-19) on e-business in Malaysia. Asian Journal of Multidisciplinary Studies. 3(1). 85-90.
  • Hwang. C. L.. Yoon. K.. 1981. Methods for multiple attribute decision making. In Multiple attribute decision making. 58-191. Springer. Berlin. Heidelberg.
  • Jawabreh. O.. Jahmani. A.. Maaiah. B.. Basel. A.. 2022. Evaluation of the contents of the five stars hotel website and customer orientation. Information Sciences Letters. 11(4). 1077-1085.
  • Kahraman. C.. Kaya. İ.. 2010. A fuzzy multicriteria methodology for selection among energy alternatives. Expert systems with applications. 37(9). 6270-6281.
  • Kahraman. C.. Öztayşi. B.. Sarı. İ. U.. Turanoğlu. E.. 2014. Fuzzy analytic hierarchy process with interval type-2 fuzzy sets. Knowledge-Based Systems. 59. 48-57.
  • Leung. D.. Law. R.. Lee. H.A.. 2016. A modified model for hotel website functionality evaluation. Journal of Travel and Tourism Marketing. Vol. 33 No. 9. pp. 1268-1285.
  • Rodriguez. R. M.. Martinez. L.. Herrera. F.. 2012. Hesitant fuzzy linguistic term sets for decision making. IEEE Transactions on fuzzy systems. 20(1). 109-119.
  • Roy. J.. Kumar Sharma. H.. Kar. S.. Kazimieras Zavadskas. E.. Saparauskas. J.. 2019. An extended COPRAS model for multi-criteria decision-making problems and its application in web-based hotel evaluation and selection. Economic research-Ekonomska istraživanja. 32(1). 219-253.
  • Saaty. T. L.. (1985). Decision making for leaders. IEEE transactions on systems. man. and cybernetics. (3). 450-452.
  • Samanlioglu. F.. Burnaz. A. N.. Diş. B.. Tabaş. M. D.. Adıgüzel. M.. 2020. An Integrated Fuzzy Best-Worst-TOPSIS Method for Evaluation of Hotel Website and Digital Solutions Provider Firms. Advances in Fuzzy Systems. 1–10.
  • Senvar. O.. Otay. I.. Bolturk. E.. 2016. Hospital site selection via hesitant fuzzy TOPSIS. IFAC-PapersOnLine. 49(12). 1140-1145.
  • Torra. V.. 2010. Hesitant fuzzy sets. International Journal of Intelligent Systems. 25(6). 529-539.
  • Tran. L. T. T.. 2021. Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services. 58. 102287.
  • Tseng. T. H.. Wang. Y. S.. Tsai. Y. C.. 2021. Applying an AHP Technique for Developing A Website Model of Third-Party Booking System. Journal of Hospitality & Tourism Research. https://doi.org/10.1177/1096348020986986
  • Wang. L.. Law. R.. Guillet. B.D.. Hung. K.. Fong. D.K.C.. 2015. Impact of hotel website quality on online booking intentions: eTrust as a mediator. International Journal of Hospitality Management. Vol. 47. pp. 108-115.
  • Zadeh. L. A. (1965). Fuzzy sets. Information and Control 8. 338-353.
  • Zadeh. L. A.. 1975. The concept of a linguistic variable and its application to approximate reasoning–I. Information sciences. 8(3). 199-249.

AN INTEGRATED FUZZY MCDM MODEL FOR HOTEL WEBSITE EVALUATION

Yıl 2023, Cilt: 11 Sayı: 4, 1398 - 1409, 30.12.2023
https://doi.org/10.21923/jesd.1245698

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.

Kaynakça

  • Ageeva. E.. Melewar. T. C.. Foroudi. P.. Dennis. C.. Jin. Z.. 2018. Examining the influence of corporate website favorability on corporate image and corporate reputation: Findings from fsQCA. Journal of Business Research. 89. 287-304.
  • Akıncılar. A.. Dagdeviren. M.. 2014. A hybrid multi-criteria decision making model to evaluate hotel websites. International Journal of Hospitality Management. 36. 63-271.
  • Baki. R.. 2020. Evaluating hotel websites through the use of fuzzy AHP and fuzzy TOPSIS. International Journal of Contemporary Hospitality Management. 32(12). 3747-3765.
  • Buhalis. D.. 2019. Technology in tourism-from information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: a perspective article. Tourism Review. 75(1). 267-272.
  • Chang. Y.W.. Hsu. P.Y.. Lan. Y.C.. 2019. Cooperation and competition between online travel agencies and hotels. Tourism Management. 71. 187-196.
  • Cevik Onar. S.. Oztaysi. B.. Kahraman. C.. 2014. Strategic decision selection using hesitant fuzzy TOPSIS and interval type-2 fuzzy AHP: a case study. International Journal of Computational intelligence systems. 7(5). 1002-1021.
  • Çaylak. M.. 2019. Topsis Yöntemi İle En Uygun Otel Seçimi. Oğuzhan Sosyal Bilimler Dergisi. 1(2). 65-76.
  • Di Fatta. D.. Patton. D.. Viglia. G.. 2018. The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services. 41. 161-168.
  • Çınaroğlu. E.. Zaralı. F.. 2022. Cappadocia hotels’ website quality evaluation: A multi-criteria Intuitionistic Fuzzy EDAS (IF-EDAS) method application. Business & Management Studies: An International Journal. 10(2). 769-786.
  • Hasanat. M. W.. Hoque. A.. Shikha. F. A.. Anwar. M.. Hamid. A. B. A.. Tat. H. H.. 2020. The impact of coronavirus (COVID-19) on e-business in Malaysia. Asian Journal of Multidisciplinary Studies. 3(1). 85-90.
  • Hwang. C. L.. Yoon. K.. 1981. Methods for multiple attribute decision making. In Multiple attribute decision making. 58-191. Springer. Berlin. Heidelberg.
  • Jawabreh. O.. Jahmani. A.. Maaiah. B.. Basel. A.. 2022. Evaluation of the contents of the five stars hotel website and customer orientation. Information Sciences Letters. 11(4). 1077-1085.
  • Kahraman. C.. Kaya. İ.. 2010. A fuzzy multicriteria methodology for selection among energy alternatives. Expert systems with applications. 37(9). 6270-6281.
  • Kahraman. C.. Öztayşi. B.. Sarı. İ. U.. Turanoğlu. E.. 2014. Fuzzy analytic hierarchy process with interval type-2 fuzzy sets. Knowledge-Based Systems. 59. 48-57.
  • Leung. D.. Law. R.. Lee. H.A.. 2016. A modified model for hotel website functionality evaluation. Journal of Travel and Tourism Marketing. Vol. 33 No. 9. pp. 1268-1285.
  • Rodriguez. R. M.. Martinez. L.. Herrera. F.. 2012. Hesitant fuzzy linguistic term sets for decision making. IEEE Transactions on fuzzy systems. 20(1). 109-119.
  • Roy. J.. Kumar Sharma. H.. Kar. S.. Kazimieras Zavadskas. E.. Saparauskas. J.. 2019. An extended COPRAS model for multi-criteria decision-making problems and its application in web-based hotel evaluation and selection. Economic research-Ekonomska istraživanja. 32(1). 219-253.
  • Saaty. T. L.. (1985). Decision making for leaders. IEEE transactions on systems. man. and cybernetics. (3). 450-452.
  • Samanlioglu. F.. Burnaz. A. N.. Diş. B.. Tabaş. M. D.. Adıgüzel. M.. 2020. An Integrated Fuzzy Best-Worst-TOPSIS Method for Evaluation of Hotel Website and Digital Solutions Provider Firms. Advances in Fuzzy Systems. 1–10.
  • Senvar. O.. Otay. I.. Bolturk. E.. 2016. Hospital site selection via hesitant fuzzy TOPSIS. IFAC-PapersOnLine. 49(12). 1140-1145.
  • Torra. V.. 2010. Hesitant fuzzy sets. International Journal of Intelligent Systems. 25(6). 529-539.
  • Tran. L. T. T.. 2021. Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services. 58. 102287.
  • Tseng. T. H.. Wang. Y. S.. Tsai. Y. C.. 2021. Applying an AHP Technique for Developing A Website Model of Third-Party Booking System. Journal of Hospitality & Tourism Research. https://doi.org/10.1177/1096348020986986
  • Wang. L.. Law. R.. Guillet. B.D.. Hung. K.. Fong. D.K.C.. 2015. Impact of hotel website quality on online booking intentions: eTrust as a mediator. International Journal of Hospitality Management. Vol. 47. pp. 108-115.
  • Zadeh. L. A. (1965). Fuzzy sets. Information and Control 8. 338-353.
  • Zadeh. L. A.. 1975. The concept of a linguistic variable and its application to approximate reasoning–I. Information sciences. 8(3). 199-249.
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Endüstri Mühendisliği
Bölüm Araştırma Makaleleri \ Research Articles
Yazarlar

Dilek Akburak 0000-0003-4633-2927

Mert Akbaş 0000-0001-7786-5748

Yayımlanma Tarihi 30 Aralık 2023
Gönderilme Tarihi 31 Ocak 2023
Kabul Tarihi 15 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 11 Sayı: 4

Kaynak Göster

APA Akburak, D., & Akbaş, M. (2023). AN INTEGRATED FUZZY MCDM MODEL FOR HOTEL WEBSITE EVALUATION. Mühendislik Bilimleri Ve Tasarım Dergisi, 11(4), 1398-1409. https://doi.org/10.21923/jesd.1245698