Abstract
The accelerating interaction between technology and tourism has changed radically the efficiency and effectiveness of tourism organizations, as well as how consumers interact with organizations. In this study, a Web based intelligent framework for travel agencies is proposed that offers customers a fast and reliable response service in a less costly manner. The proposed framework integrates case-based reasoning (CBR) system with a well-known multi criteria decision making (MCDM) technique, namely Analytic Hierarchy Process, to enhance the accuracy and speed in case matching in tourism destination planning. The integration of two techniques enables taking advantages of their strengths and complements each other’s weaknesses. A case study is performed to demonstrate how this framework can facilitate intelligent decision support by retrieving best-fitted responses for customers.
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