An application of AHP approach to investigate tourism promotional effectiveness
19 Jun 2013-Tourism hospitality management (Sveučilište u Rijeci, Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija)-Vol. 19, Iss: 1, pp 1-22
TL;DR: In this article, an analytical hierarchy process (AHP) was used to evaluate tourism promotional efficiency in the tourism industry service network (TISN) in the country of Vietnam and to determine the necessity of measuring the effectiveness of tourist activities and to decide upon a promotional strategy that appropriately parallels the desired destination attributes and destination image.
Abstract: Purpose – The tourism industry service network (TISN) is considered to be one of the largest components of tourism in the modern Vietnamese economy. The Vietnam National Administration of Tourism (VNAT) is currently developing a long-term plan to diversify the country’s tourism industry and to improve the destination image of Vietnam. To successfully implement this plan, the Vietnamese tourism industry must employ effective promotional strategies. Design – This study designs to determine the necessity of measuring the effectiveness of the promotional activities of tourist destinations and to decide upon a promotional strategy that appropriately parallels the desired destination attributes and destination image. Methodology – This study proposes to address tourism promotional efficiency using the analytical hierarchy process (AHP) methodology, a decision-making method based on pairwise comparisons between criteria, and constructs an evaluation structure with criteria-associated weights for factor selection. Approach – In accordance with AHP design, this study selects participants who had been in charge of or served in the Vietnamese tourism industry for a number of years. Findings – This study finds that “government policy”, “service staff” and “tourist satisfaction” are the three most important factors impacting tourism promotional effectiveness. Surprisingly, “tourist loyalty” and “tourism infrastructure” are considered to be the least important factors affecting tourism promotional efficiency. Originality of the research – This study provides valuable information and knowledge of tourism promotional effectiveness to be fully shared and passed on in the tourism industry, resulting in a corporate cultural atmosphere that creates the innovative impetus of destination attributes and images.
Citations
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TL;DR: Wang et al. as discussed by the authors explored a methodological approach to assess the value of non-World Heritage Tulou (NWHT) and provide grounds for the reuse of Tulou accordingly, and then, policy recommendations for reuse and redevelopment were put forward.
32 citations
07 Dec 2017
TL;DR: In this paper, the authors developed a new perspective on urban tourist motivations by applying the analytic hierarchy process (AHP) model to help to understand how tourists make decisions about which destinations to visit.
Abstract: Purpose
The purpose of this paper is to develop a new perspective on urban tourist motivations by applying the analytic hierarchy process (AHP) model to help to understand how tourists make decisions about which destinations to visit.
Design/methodology/approach
This study was based on 30 one-hour-long structured interviews with visitors to Ljubljana, the capital city of Slovenia. Respondents were asked to express their preferences between different pull-factor motives for their visit, using Saaty’s scale, and further qualitative data were collected to examine these preferences in more depth.
Findings
The results of this study indicate that the most relevant criteria and thus predominant factors in motivation for visits to Ljubljana are the Cultural and Nightlife pull factors, while religious and business motives are the lowest ranked factors. The paper argues that the results show the value of applying the AHP model to understand the role of pull factors in urban tourism destination choice.
Research limitations/implications
As a single-destination case study, it is important that the findings of this research are evaluated against similar studies in other cities. A limitation of this research is the fact that sub motives within major groups of pull-factor motives have not been explored in this study and this should be the subject of future, more detailed research.
Originality/value
This research shows the value of applying an under-used methodology to understand urban tourist motivations and knowledge gained through applying this method will be of value to destination marketing organisations as well as to researchers conducting future studies.
30 citations
TL;DR: The Smart Tourist App (STAPP) as mentioned in this paper is a mobile travel assistant that integrates the functionalities of a traditional city card with the specificities of mobile devices, based on qualitative data collected through questionnaires administered to a panel of Italian tourists visiting the cities of Palermo and Rome, over a period of 3 months (March�May 2014).
Abstract: The spread of digital technologies offers great potential for both the creative industries in general and for the tourism industry. The overall goal of this research is to evaluate the impact of mobile technology in augmenting and streamlining the tourist experience. To this end, we integrate two existing methodologies, the Kano Model (KM) and the Analytic Hierarchy Process (AHP), which allow categorization and ordering of service attributes according to how they are perceived by customers, and we estimate their impact on customer satisfaction. Our analysis is based on qualitative data collected through questionnaires administered to a panel of Italian tourists visiting the cities of Palermo and Rome, over a period of 3 months (March�May 2014). As results in evaluating the impact of mobile technology we propose the Smart Tourist App (STAPP) which is a mobile travel assistant that integrates the functionalities of a traditional city card with the specificities of mobile devices.
18 citations
TL;DR: In this paper, a case study with a three-level evaluation structure has been defined and tested for assessing the attractiveness of European coastal and offshore areas for sailing tourism, and the evaluation was carried out by a group of experts who made the assessment taking into account previously determined criteria with weights.
Abstract: Abstract As a subject of scientific investigation, evaluations of the attractiveness of tourist destinations have had a relatively long history, particularly among geographers and regional economists. Based on mathematical and psychological principles and using methods that combine the Analytical Hierarchy Process (AHP) and the Preference Ranking Organization Method for Enrichment Evaluation (PROMETHEE) approach, this research project constructs an evaluation structure used for the assessment of European coastal and offshore areas for sailing tourism. A case study with a three-level evaluation structure has been defined and tested. It contains: at the top of the hierarchy an overall objective defined as the attractiveness of the European coastal and offshore areas for sailing tourism; six criteria of evaluation (on the second level); and ten coastal areas (at the bottom level). This structure covers almost all the coasts around Europe, as they were the subjects of evaluation and comparison. The evaluation was carried out by a group of experts who made the assessment taking into account previously determined criteria with weights. The findings indicate that the AHP-PROMETHEE method may be a useful tool to evaluate the attractiveness of different destinations. It can be also used for practical purposes, particularly to determine strengths and weaknesses, as well as the competitive position, of given coastal areas in relation to others.
18 citations
01 Jan 2015
TL;DR: The research shows that the AHP method is well applicable to determine the policy priorities for tourism industry and supporting venture businesses, midsize businesses, and entrepreneurs is the top policy priority.
Abstract: Our study is to determine the policy priorities for creative tourist industry using the AHP method in Korea. We conducted a literature review for the concept of creative tourism and policies to promote the industry. 13 experts participated in this research. The result shows that supporting venture businesses, midsize businesses, and entrepreneurs is the top policy priority. Protecting the intellectual property and investing in information technology are also important. The research shows that the AHP method is well applicable to determine the policy priorities for tourism industry.
15 citations
References
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TL;DR: Analytic Hierarchy Process (AHP) as mentioned in this paper is a systematic procedure for representing the elements of any problem hierarchically, which organizes the basic rationality by breaking down a problem into its smaller constituent parts and then guides decision makers through a series of pairwise comparison judgments to express the relative strength or intensity of impact of the elements in the hierarchy.
Abstract: This chapter provides an overview of Analytic Hierarchy Process (AHP), which is a systematic procedure for representing the elements of any problem hierarchically. It organizes the basic rationality by breaking down a problem into its smaller constituent parts and then guides decision makers through a series of pair-wise comparison judgments to express the relative strength or intensity of impact of the elements in the hierarchy. These judgments are then translated to numbers. The AHP includes procedures and principles used to synthesize the many judgments to derive priorities among criteria and subsequently for alternative solutions. It is useful to note that the numbers thus obtained are ratio scale estimates and correspond to so-called hard numbers. Problem solving is a process of setting priorities in steps. One step decides on the most important elements of a problem, another on how best to repair, replace, test, and evaluate the elements, and another on how to implement the solution and measure performance.
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TL;DR: Satisfaction: Satisfaction is defined as "the object of desire" as mentioned in this paper, and it is defined by attributes, features, and dimensions of a person's attributes and dimensions.
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TL;DR: Swedish companies and some industries monitor customer satisfaction on a continual basis, but Sweden is the first country to do so on a national level as mentioned in this paper. And the annual Customer Satisfaction Baro...
Abstract: Many individual companies and some industries monitor customer satisfaction on a continual basis, but Sweden is the first country to do so on a national level. The annual Customer Satisfaction Baro...
5,404 citations
TL;DR: In this article, the authors synthesize several models for strategic marketing and management of destinations and provide an overview of several techniques widely used and illustrates examples from around the world. But they do not consider the sustainability of local resources.
2,779 citations