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Strategies for improving cruise product sales using hybrid ‘multiple criteria decision making’ models

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  • Chui-Hua Liu
  • Gwo-Hshiung Tzeng
  • Ming-Huei Lee

Abstract

As airlines have shifted to decommission policies, selling cruise products has become a growing trend in the travel industry. However, few studies have discussed this issue or proposed strategies to help improve sales for travel agencies. The purpose of this study is to address this problem, using the novel method of hybrid multiple criteria decision making, including decision making trial and evaluation laboratory (DEMATEL), the DEMATEL-based analytic network process and VIKOR (VlseKriterijumska Optimizacija I Kompromisno Resenje), to present optimal improvement models, which are superior in identifying both an influential network and a priority sequence of dimensions/criteria related to selling cruises. The findings provide useful schemes for decision makers according to the priorities of influential weightings from high to low or the sequence of gap values to aspired level from low to high.

Suggested Citation

  • Chui-Hua Liu & Gwo-Hshiung Tzeng & Ming-Huei Lee, 2013. "Strategies for improving cruise product sales using hybrid ‘multiple criteria decision making’ models," The Service Industries Journal, Taylor & Francis Journals, vol. 33(5), pages 542-563, April.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:5:p:542-563
    DOI: 10.1080/02642069.2011.614342
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    Cited by:

    1. Chui-Hua Liu & Gwo-Hshiung Tzeng & Po-Yen Lee, 2019. "Combined CFPR and VIKOR Model for Enhancing the Competencies of Domestic Chain Hotel Groups," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 18(03), pages 901-927, May.
    2. James J.H. Liou & Jolanta Tamošaitienė & Edmundas K. Zavadskas & Gwo-Hshiung Tzeng, 2016. "New hybrid COPRAS-G MADM Model for improving and selecting suppliers in green supply chain management," International Journal of Production Research, Taylor & Francis Journals, vol. 54(1), pages 114-134, January.
    3. Kuang-Hua Hu & Fu-Hsiang Chen & Gwo-Hshiung Tzeng, 2016. "Evaluating the Improvement of Sustainability of Sports Industry Policy Based on MADM," Sustainability, MDPI, vol. 8(7), pages 1-21, June.
    4. Jung-Jung Chang & Chia-Li Lin, 2023. "Determining the Sustainable Development Strategies and Adoption Paths for Public Bike-Sharing Service Systems (PBSSSs) under Various Users’ Considerations," Mathematics, MDPI, vol. 11(5), pages 1-30, February.
    5. Bo-Wei Zhu & Jia-Rui Zhang & Gwo-Hshiung Tzeng & Shan-Lin Huang & Lei Xiong, 2017. "Public Open Space Development for Elderly People by Using the DANP-V Model to Establish Continuous Improvement Strategies towards a Sustainable and Healthy Aging Society," Sustainability, MDPI, vol. 9(3), pages 1-29, March.

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