Selecting Bloggers for Hotels via an Innovative Mixed MCDM Model

Jung-Fa Tsai, Chin-Po Wang, Kuei-Lun Chang and Yi-Chung Hu
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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

Mathematics, 2021, vol. 9, issue 13, 1-15

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.

Keywords: hotel; blogger; importance-performance analysis (IPA); analytic hierarchy process (AHP); technique for order preference by similarity to ideal solution (TOPSIS); stick (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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