Abstract
The global coronavirus disease 2019 (COVID-19) outbreak had a great impact on the tourism industry. Numerous hotels have ceased operations. Because of the increasing influence of blogs, various industries have adopted blogs as a publicity and marketing strategy. Companies utilize consumers’ trust and loyalty toward bloggers to effectively contact them. Hence, bloggers play a crucial role in the hotel industry. No past study has researched blogger selection by hotel managers. In this study, an innovative mixed multiple-criteria decision-making (MCDM) model including importance-performance analysis (IPA), analytic hierarchy process (AHP), and technique for order preference by similarity to ideal solution (TOPSIS) is established to assist hotel managers in selecting bloggers. We firstly collect the selection criteria via interviews with hotel managers and a review of literature on blogger selection. Messages with stick are understood, remembered, and have an enduring influence on opinions and behavior. Hence, we also introduce the concept of stick to the selection criteria. Based on IPA and the literature review, a hierarchical structure for blogger selection is constructed. Then, AHP and TOPSIS are integrated to assist the case company managers to select suitable bloggers.
Highlights
Accepted: 29 June 2021The global COVID-19 outbreak has had a great impact on the tourism industry
To reduce excessive matching of pairwise comparison matrices that may lead to operational difficulties, the selection criteria weights obtained using analytic hierarchy process (AHP) are imported into TOPSIS to select suitable bloggers and enhance the decision-making efficiency
According to the opinions of 66 hotel managers whose working experience is more than 10 years, 15 criteria are selected through importance-performance analysis (IPA), shown in Tables 1 and 2
Summary
The global COVID-19 outbreak has had a great impact on the tourism industry. Due to this pandemic, the number of tourist arrivals in Taiwan and other countries has drastically declined. To overcome the limitations of past research, the present study proposes an innovative mixed MCDM model including IPA, AHP, and TOPSIS to assist hotel managers in selecting bloggers. This study interviews hotel managers, reviews the relevant literature on blogger selection, and introduces the stick concept to collect the selection criteria. To reduce excessive matching of pairwise comparison matrices that may lead to operational difficulties, the selection criteria weights obtained using AHP are imported into TOPSIS to select suitable bloggers and enhance the decision-making efficiency. To collect the selection criteria through interviews with hotel managers, a review of relevant literature on blogger selection, and by applying the concept of stick. To incorporate the use of the hierarchical structure in a hotel, integrate AHP and TOPSIS, and assist the case company managers to select optimal bloggers. The final section includes the conclusion and recommendations for future study
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