Using fuzzy analytic hierarchy process to evaluate service performance of a travel intermediary

This study applies a fuzzy analytic hierarchy process (AHP) to evaluate service performance of a foreign travel intermediary (destination tour operator, DTO) through the host travel agency's vision. Service performance is a composite of various attributes, including many intangible attributes difficult to measure. Therefore, the present research adopts an AHP method and further integrates a fuzzy set theory into the service performance measurement to overcome the problem. This work collected evaluation criteria from 36 senior travel managers’ opinions, using the critical incident technique, and 56 general managers from different travel agencies to weight and rank the overall criteria by applying fuzzy AHP. Research results could help DTOs increase service performance and quality, and provide Asian travel agencies with objective standards to evaluate the most suitable business cooperators.