The evaluation of hotel website functionality by fuzzy analytic hierarchy process

Ip, Crystal, Law, Rob and Lee, Hee ‘Andy’ (2012) The evaluation of hotel website functionality by fuzzy analytic hierarchy process. Journal of Travel and Tourism Marketing, 29 3: 263-278. doi:10.1080/10548408.2012.666173


Author Ip, Crystal
Law, Rob
Lee, Hee ‘Andy’
Title The evaluation of hotel website functionality by fuzzy analytic hierarchy process
Journal name Journal of Travel and Tourism Marketing   Check publisher's open access policy
ISSN 1054-8408
1540-7306
Publication date 2012
Sub-type Article (original research)
DOI 10.1080/10548408.2012.666173
Open Access Status
Volume 29
Issue 3
Start page 263
End page 278
Total pages 16
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
Subject 1406 Marketing
1409 Tourism, Leisure and Hospitality Management
Abstract Although previous studies have identified different factors on hotel website functionality evaluation, the evaluation of the relative importance of these factors has not been empirically determined. This study adopted a sophisticated approach that analyzes the weights of hotel website functionality. This approach involved triangular fuzzy numbers and an analytic hierarchy process to develop a fuzzy analytic hierarchy process (AHP) model which prioritizes the relative importance of hotel website functionality criteria. First, 20 criteria for hotel website functionality evaluation were developed from a literature review and three focus group interviews. After that, a fuzzy AHP approach was used to examine the relative importance of the criteria and sub-criteria of hotel website functionality evaluation. As human judgments are often uncertain and vague, the use of fuzzy set theory, rather than exact numbers, enables us to capture decision-makers' uncertainty. Finally, the results indicated that "Reservation Information" is the most important criterion to hotel website functionality.
Keyword Functionality
Fuzzy AHP
Hotel website evaluation
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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