Hospitality brand management by a score-based q-rung orthopair fuzzy V.I.K.O.R. method integrated with the best worst method

Xiaomei Mi, Jiamei Li, Huchang Liao, Edmundas Kazimieras Zavadskas, Abdullah Al-Barakati, Ahmed Barnawi, Osman Taylan and Enrique Herrera-Viedma

Economic Research-Ekonomska Istraživanja, 2019, vol. 32, issue 1, 3272-3301

Abstract: Hospitality brand management is a primary concern in the hotel industry and the evaluation of brands can be considered as a decision-making problem with multiple criteria. The evaluation information of brands may be uncertain sometimes. The q-rung orthopair fuzzy set (q-R.O.F.S.), which represents the preference degree of a person from the positive and negative aspects, has turned out to be an efficient tool in depicting uncertainty and vagueness in the decision-making process. This article dedicates to presenting an integrated multiple criteria decision-making method with q-R.O.F.S.. Firstly, a score function of the q-R.O.F.S. is proposed to solve the deficiencies of two existing score functions. Then, a weight-determining method based on the additive consistency of the preference relation is developed. A decision-making method integrating the score function, the best worst method and the VIsekriterijumska optimizacija I KOmpromisno Resenje (V.I.K.O.R.) which means multiple criteria compromise optimisation in English) method is further proposed. Finally, a case study regarding the hospitality brand management is provided to show the applicability and validity of the proposed method.

Date: 2019
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DOI: 10.1080/1331677X.2019.1658533

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