Service Quality Assessment via Enhanced Data-Driven MCDM Model

Tourism and hospitality industry has brought large economical revenue for both developing and developed countries. However, with the increase in tourists’ diversity, needs, and expectations, the need for hotels with higher quality of services has emerged. This research evaluates and compares the quality of service in two different types of hotels that exist in the historic cities: first, hotels that are located in the historic sites of the city offering mostly the city architecture, culture, life style, and local cuisines second, modern hotels that are outside the buffer zone of the historic site, equipped with modern technology and offer more standardized services and international cuisines. In this research, a stylized multi-phase framework is used to assess the quality of service from a modified-SERVQUAL model. Two sets of surveys are distributed among the hotel administrators and travelers. Using Analytic Hierarchy Process (AHP), fuzzy set theory, and Technique for Order Preference by Similarity to the Ideal Solution (TOPSIS), the relative importance of each SERVQUAL dimension in the hotel industry is investigated and the hotel types are ranked accordingly. Our results indicate that hotels that are located in historic sites are more favorable for the tourists.