A Modified Fuzzy Hierarchical TOPSIS Model for Hotel Website Evaluation

A Modified Fuzzy Hierarchical TOPSIS Model for Hotel Website Evaluation

Shanshan Qi, Rob Law, Dimitrios Buhalis
Copyright: © 2013 |Pages: 20
DOI: 10.4018/ijfsa.2013070105
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The performance of commercial websites is a critical issue that has a significant effect on consumers’ online decision-making. This study develops and applies a fuzzy model to assess the performance of hotel websites. It presents a fuzzy decision-making approach to the evaluation of tourism website performance that integrates consumer perceptions with a hierarchical model. The model consists of a fuzzy multi-criteria procedure that weighs evaluation criteria in a hierarchy structure and defuzzifies the matrix in a simpler and more accurate way. The study’s findings include a new website usefulness evaluation framework and a newly developed fuzzy hierarchical TOPSIS model. The results from applying this model indicate that the functionality and usability dimensions are equally important for hotel websites. The ranking of hotel website performance is listed in terms of usefulness, functionality, and usability.
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Attributes For Evaluating Hotel Website Usefulness

There are no standardized attributes or guidelines that cover both website design and content for the hotel industry (Law, 2007). Previous evaluations of hotel websites have not fully considered website quality in terms of both the design and content dimensions. This study makes an initial attempt to do so by adopting the website usefulness framework of Lu and Yeung (1998), which assesses the functionality and usability of hotel website performance. Functionality refers to the content of a website, and usability relates to website design or ease of use. Table 1 shows a new website usefulness framework that modifies and integrates the design and content dimensions for hotel website development and evaluation.

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