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Selecting Bloggers for Hotels via an Innovative Mixed MCDM Model

Author

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  • Jung-Fa Tsai

    (Department of Business Management, National Taipei University of Technology, 1 Chung Hsiao E. Rd., Sec. 3, Taipei 106, Taiwan)

  • Chin-Po Wang

    (Department of Business Management, National Taipei University of Technology, 1 Chung Hsiao E. Rd., Sec. 3, Taipei 106, Taiwan)

  • Kuei-Lun Chang

    (Department of New Media and Communication Administration, Ming Chuan University, 250 Zhong Shan N. Rd., Sec. 5, Taipei 111, Taiwan)

  • Yi-Chung Hu

    (Department of Business Administration, Chung Yuan Christian University, 200 Zhongbei Rd., Taoyuan 320, Taiwan)

Abstract

The global coronavirus disease 2019 (COVID-19) outbreak had a great impact on the tourism industry. Numerous hotels have ceased operations. Because of the increasing influence of blogs, various industries have adopted blogs as a publicity and marketing strategy. Companies utilize consumers’ trust and loyalty toward bloggers to effectively contact them. Hence, bloggers play a crucial role in the hotel industry. No past study has researched blogger selection by hotel managers. In this study, an innovative mixed multiple-criteria decision-making (MCDM) model including importance-performance analysis (IPA), analytic hierarchy process (AHP), and technique for order preference by similarity to ideal solution (TOPSIS) is established to assist hotel managers in selecting bloggers. We firstly collect the selection criteria via interviews with hotel managers and a review of literature on blogger selection. Messages with stick are understood, remembered, and have an enduring influence on opinions and behavior. Hence, we also introduce the concept of stick to the selection criteria. Based on IPA and the literature review, a hierarchical structure for blogger selection is constructed. Then, AHP and TOPSIS are integrated to assist the case company managers to select suitable bloggers.

Suggested Citation

  • Jung-Fa Tsai & Chin-Po Wang & Kuei-Lun Chang & Yi-Chung Hu, 2021. "Selecting Bloggers for Hotels via an Innovative Mixed MCDM Model," Mathematics, MDPI, vol. 9(13), pages 1-15, July.
    • Handle: RePEc:gam:jmathe:v:9:y:2021:i:13:p:1555-:d:587265
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    References listed on IDEAS

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    1. N. Aktaş & N. Demirel, 2021. "A hybrid framework for evaluating corporate sustainability using multi-criteria decision making," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 15591-15618, October.
    2. Lai, Ivan Ka Wai & Hitchcock, Michael, 2015. "Importance–performance analysis in tourism: A framework for researchers," Tourism Management, Elsevier, vol. 48(C), pages 242-267.
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    Cited by:

    1. Fei-Hsin Huang & Hann Nguyen, 2022. "Selecting Optimal Cultural Tourism for Indigenous Tribes by Fuzzy MCDM," Mathematics, MDPI, vol. 10(17), pages 1-12, August.
    2. Zheng Yuan & Baohua Wen & Cheng He & Jin Zhou & Zhonghua Zhou & Feng Xu, 2022. "Application of Multi-Criteria Decision-Making Analysis to Rural Spatial Sustainability Evaluation: A Systematic Review," IJERPH, MDPI, vol. 19(11), pages 1-31, May.
    3. Liang-Ching Chen, 2023. "An Improved Corpus-Based NLP Method for Facilitating Keyword Extraction: An Example of the COVID-19 Vaccine Hesitancy Corpus," Sustainability, MDPI, vol. 15(4), pages 1-19, February.

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