Oteller ve havayolları arasındaki yatay ittifakları değerlendirmek için yeni bir CINFUS-SWARA-TOPSIS metodolojisi

Year 2025, Volume: 10 Issue: 2, 133 - 148

Umut Aydın

Abstract

Bu çalışma, Türkiye'deki Hotel Airlines Alliance için en iyi otel seçeneğinin seçilmesine odaklanarak, konaklama sektöründe stratejik karar verme sürecine yenilikçi bir yaklaşım getirmektedir. SWARA (Adım Adım Ağırlık Değerlendirme Oran Analizi) ve TOPSIS (İdeal Çözüme Benzerliğe Göre Tercih Sıralaması Tekniği) yaklaşımlarının Sürekli Sezgisel Bulanık Kümeler (CINFUSs) ortamına dahil edilmesi, karar verme prosedürlerinde özgün bir çabadır. Değerlendirme süreci on otel alternatifini içermekte ve beş kriteri dikkate almaktadır: Ölçek ve kapsam olasılığı, Marka değeri, Turizm çekiciliği, İşletme maliyeti ve Endüstriyel koşullar. İkinci aşamada, ilk aşamada elde edilen sübjektif kriter ağırlıkları, CINFUS-TOPSIS yaklaşımı kullanılarak 10 otel alternatifini sıralamak için kullanılmış ve en yüksek tercih potansiyeline ilk sırada öncelik verilmiştir. SWARA ve TOPSIS entegrasyonu, kriter ağırlıklarının belirlenmesi için uzman görüşlerini (SWARA) ve alternatiflerin sıralanması için matematiksel modellemeyi (TOPSIS) birleştiren kapsamlı bir değerlendirmeyi kolaylaştırmıştır.

Keywords

Bulanık Çok Kriterli Karar Verme, Otel Havayolları İttifakı, SWARA, TOPSIS

A novel CINFUS-SWARA-TOPSIS methodology for evaluating horizontal Alliances between hotels and airlines

Abstract

This study introduces an innovative approach to strategic decision-making in the hospitality business, with a focus on selecting the best hotel option for the Hotel Airlines Alliance in Türkiye. The incorporation of SWARA (Step-Wise Weight Assessment Ratio Analysis) and TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) approaches within the Continuous Intuitionistic Fuzzy Sets (CINFUSs) environment is an original effort in decision-making procedures. The evaluation process involved ten hotel alternatives and considered five criteria: Scale and scope possibility, Brand value, Tourism attraction, Operating cost, and Industrial conditions. In the second stage, the subjective criterion weights obtained in the first stage were utilized to rank the 10 hotel alternatives using the CINFUS-TOPSIS approach, with the highest preference potential being prioritized in the first position. The integration of SWARA and TOPSIS facilitated a comprehensive assessment that combined expert opinions (SWARA) for determining criteria weights and mathematical modeling (TOPSIS) for ranking alternatives.

Keywords

Fuzzy Multiple Criteria Decision Making, Hotel Airlines Alliance, SWARA, TOPSIS

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