Identification of Applicable YouTubers for Hotels: A Case Study of Integrated Hybrid MCDM Model

Lee-Chun Wu, Kuei-Lun Chang, Tung-Lin Chuang, You-Shyang Chen () and Jung-Fa Tsai
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Lee-Chun Wu: School of Economics and Management, Sanming University, Sanming 365004, China
Kuei-Lun Chang: Department of New Media and Communication Administration, Ming Chuan University, Taipei 111, Taiwan
Tung-Lin Chuang: Department of Advertising and Strategic Marketing, Ming Chuan University, Taipei 111, Taiwan
You-Shyang Chen: College of Management, National Chin-Yi University of Technology, Taichung 411, Taiwan
Jung-Fa Tsai: Department of Business Management, National Taipei University of Technology, Taipei 106, Taiwan

Sustainability, 2022, vol. 14, issue 18, 1-23

Abstract: The coronavirus disease 2019 (COVID-19) pandemic has caused a serious business recession in various walks of life, particularly in the full-service hotel industry. YouTube has one billion active users and is undoubtedly a social media platform that companies use to build relationships with customers and create value for brands. Marketers should be aware of YouTubers’ significant influence on complex decision-making processes. Given the above reasons, identifying a YouTuber attracts the concerns of various industries; thus, this important issue is focused on and offered the study’s rationality. This study proposes an integrated hybrid MCDM model to organize the four key techniques of FDM, DEMATEL, ANP, and TOPSIS to identify YouTubers for hotels. Consequently, 12 key criteria and four core dimensions were identified to improve the decision of optimal YouTubers for promoting sustainable development and increasing the efficiency of decision-making. From the limited literature review, the proposed hybrid model was not observed regarding YouTuber identification of hotels; thus, this study provides a superior application contribution to address this important and interesting topic for academicians and practitioners.

Keywords: sustainable hotel development; YouTuber identification; multiple criteria decision making (MCDM); fuzzy Delphi method (FDM); decision making trial and evaluation laboratory (DEMATEL); analytic network process (ANP); technique for order preference by similarity to an ideal solution (TOPSIS) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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