Journal
TOURISM MANAGEMENT
Volume 36, Issue -, Pages 321-330Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2012.10.017
Keywords
Hotel preference; Data mining; Travel behavior; Choquet Integral; Aggregation function; Fuzzy measure; Interaction index
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Modeling MCDM requires the simultaneous consideration of multiple criteria but traditional statistical techniques can only evaluate these factors independently. As such, it is vital for managers to have a clear picture of customers' preferences in order to design more focused marketing strategies; whereas the existing body of work is unable to meet such a requirement. To tackle these challenges, we introduce a new technique based on deploying an aggregation function, the Choquet Integral (CI), in the tourism context. Focusing on a case study of the Hong Kong hotel industry, we demonstrate how this technique can be used to discover the preferences among travelers that affect their hotel selections. A set of criteria based on these preference profiles is then constructed. The findings are expected to benefit tourism managers worldwide. (C) 2012 Elsevier Ltd. All rights reserved.
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