Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/29453
Title: The evaluation of hotel website functionality by fuzzy analytic hierarchy process
Authors: Ip, C
Law, R 
Lee, HA
Keywords: functionality
fuzzy AHP
Hotel website evaluation
Issue Date: 2012
Publisher: Routledge Journals, Taylor & Francis Ltd
Source: Journal of travel and tourism marketing, 2012, v. 29, no. 3, p. 263-278 How to cite?
Journal: N/A
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.
URI: http://hdl.handle.net/10397/29453
DOI: 10.1080/10548408.2012.666173
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