Fuzzy Analytic Hierarchy Process Used to Determine the Significance of the Contributing Factors for Generalized Travel Satisfaction

Abstract

This study develops the Generalized Satisfaction with Travel Scale covering travelers’ all-round emotional experience and cognitive evaluation. After checking the validity by factor analysis, the key influencing factors are extracted by optimal scale regression, and then the influence degree of key influencing factors is determined based on the Analytic Hierarchy Process. The reliability and validity of the developed Generalized Satisfaction with Travel Scale meet the requirements. The dynamic travel parameters (travel pattern, travel duration, etc.) (βs1 = 0.448) have the most important impact on generalized travel satisfaction, followed by the demographic information (age, occupation, etc.) (βs2 = 0.220) and static travel parameters (travel period, travel purpose, etc.) (βs3 = 0.178), whereas the main travel areas (residential area, work/study area) (βs4 = 0.154) have the weakest influence. This study aims at developing a Generalized Satisfaction with Travel Scale for Chinese travelers and exploring the influencing factors so as to provide an efficient travel experience survey mechanism for relevant departments.