期刊
MATHEMATICS
卷 9, 期 13, 页码 -出版社
MDPI
DOI: 10.3390/math9131555
关键词
hotel; blogger; importance-performance analysis (IPA); analytic hierarchy process (AHP); technique for order preference by similarity to ideal solution (TOPSIS); stick
类别
The global COVID-19 outbreak has greatly impacted the tourism industry, leading to numerous hotels closing down. Blogs are increasingly adopted as a publicity and marketing strategy, utilizing consumers' trust and loyalty towards bloggers. This study introduces an innovative mixed multiple-criteria decision-making model to assist hotel managers in selecting suitable bloggers, considering both influence and stickiness of blogs.
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.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据