Abstract
Tourism has been identified as one of the sectors that will contribute to Taiwan’s economic development. Online travel agencies’ role in producing economic value in the hospitality industry continues to grow. The hotel industry is used in this study as the research context to help managers of hot spring hotels select the optimal online travel agencies (OTAs) using a hybrid multi-criteria decision-making (MCDM) model. The aim of this paper is threefold: first, to obtain selection criteria for OTAs based on the fuzzy Delphi method; second, to extract interdependencies between the perspectives using decision making trial and evaluation laboratory (DEMATEL); and third, according to interdependencies between the perspectives, to rank the alternatives by analytic network process (ANP). Based on the proposed model, a real-world company was conducted and demonstrated OTAs selection problem; the results demonstrated the proficiencies and effectiveness of this model.
Highlights
People can buy anything on the Internet
This study presented a hybrid model that blends the fuzzy Delphi method, decision making trial and evaluation laboratory (DEMATEL), and analytic network process (ANP), such that the selection of the optimal online travel agencies (OTAs) becomes clear following the analysis
The purpose of this paper is to establish a comprehensive model for selecting OTAs
Summary
People can buy anything on the Internet. If they want to get around, tourism websites can be visited to find many scenic spots [1]. Operating a host website is much more difficult for small or medium-sized hotels, as their visit amount is much lower [4]. Chang et al [5] noted that not all companies have the ability or resources to build viable online channels capable of retaining consumers’ attention. Many such enterprises continue to depend on wellliked online agencies and booking sites to help them sell products. Hotels often maintain relationships with one or more OTAs to sell their rooms
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
