An integrated AHP-TOPSIS for evaluating online marketing strategies for the hospitality industry

Abstract

Online marketing has been the most efficient and useful platform for reaching out target markets and building customer relations. Despite its widespread use, the hospitality industry is at its forefront of identifying its most suitable online marketing strategies. This emphasis is crucial to strategic marketing and resource allocation decisions, which may impact the long-term performance of businesses. The need to address both perspectives of customers and businesses, along with the multiple online marketing strategies under the presence of multiple criteria, requires a rigorous analytical and comprehensive approach for evaluating the efficacy of these strategies for the hospitality industry. Thus, this work offers an integrated approach based on the analytic hierarchy process (AHP) and the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) as a decision-making platform for the problem domain.