An Integrated Fuzzy Best-Worst Method for Evaluation of Hotel Website and Digital Solutions Provider Firms

Abstract

In todays world where technology is rapidly evolving, hotels need to be the best in all conditions to be one step ahead of other competitors. Digital marketing and hotel website solutions play a lead role in this competition. Therefore, hotel websites need to be innovative, user-friendly, and descriptive. The main purpose of the study is to evaluate and rank potential hotel websites and digital solutions provider firms. Since there are various potentially competing quantitative and qualitative criteria to take into consideration in the decision-making process, a multicriteria decision-making (MCDM) method is needed. As the MCDM method, fuzzy best-worst method (FBWM) is integrated with the Fuzzy Technique for Order Preference by Similarity to Ideal Solution (F-TOPSIS). In this integration, FBWM is applied to determine fuzzy evaluation criteria weights and then F-TOPSIS is implemented to rank alternatives utilizing the obtained fuzzy weights. A case study is presented, where 4 alternative hotel websites and digital solutions provider firms for Paloma Hotels in Turkey are evaluated based on 9 criteria by 3 hotel managers.