The Evaluation of Hotel Website Functionality by Fuzzy Analytic Hierarchy Process

Crystal Ip, Chun Hung Roberts Law, Hee Andy Lee

Research output: Journal article publicationJournal articleAcademic researchpeer-review

39 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)263-278
Number of pages16
JournalJournal of Travel and Tourism Marketing
Volume29
Issue number3
DOIs
Publication statusPublished - 1 Apr 2012

Keywords

  • functionality
  • fuzzy AHP
  • Hotel website evaluation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

Cite this