The Evaluation of Hotel Website Functionality by Fuzzy Analytic Hierarchy Process |
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Authors: | Crystal Ip Rob Law |
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Affiliation: | 1. School of Hotel and Tourism Management , The Hong Kong Polytechnic University , Hong Kong SAR , China;2. The Hong Kong Polytechnic University , Hong Kong SAR , China |
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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. |
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Keywords: | Hotel website evaluation functionality fuzzy AHP |
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