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.
- fuzzy AHP
- Hotel website evaluation
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management