Selection of promotional media on tourist boats with fuzzy AHP and fuzzy TOPSIS

Abstract

The tourism sector necessitates effective promotion to introduce tourist attractions, including tourist boats operating on the Mahakam River. Given the prevalence of the digital era, it is imperative to employ appropriate promotional channels that precisely target the intended audience. The selection of promotional media entails various criteria and alternatives, thereby making it highly suitable to employ a multi-criteria decision-making approach. Due to the inherent uncertainty in assessments, a fuzzy scale becomes indispensable. This research utilizes a combination of Fuzzy Analytic Hierarchy Process (Fuzzy AHP) and Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (Fuzzy TOPSIS) to address this issue. The findings of this study reveal that the order of importance for the criteria is as follows: Audience fit (C1), Reach (C2), Interactivity (C3), Cost (C4), Look and Feel (C5), and Frequency (C6). Regarding the selection of promotional media, social media (A1) emerges as the most effective medium when compared to web-based platforms (A2) and mobile applications (A3). The amalgamation of these two methodologies (Fuzzy AHP and Fuzzy TOPSIS) for the purpose of selecting tourism promotion media in Indonesia remains largely unexplored in prior research. Therefore, this study exhibits novelty and contributes to the existing knowledge concerning Multicriteria Decision Making and the selection of tourism promotion media in Indonesia.