Hospitality brand management by a score-based q-rung orthopair fuzzy V.I.K.O.R. method integrated with the best worst method. Issue 1 (1st January 2019)

• Record Type: Journal Article
• Authors: Mi, Xiaomei; Li, Jiamei; Liao, Huchang; Zavadskas, Edmundas Kazimieras; Al-Barakati, Abdullah; Barnawi, Ahmed; Taylan, Osman; Herrera-Viedma, Enrique
• Is Part Of: Ekonomska istraživanja. Volume 32:Issue 1(2019)
• Page Start: 3272
• Page End: 3301
• Publication Date: 2019-01-01
• Subjects: hospitality brand management -- multiple criteria decision-making (M.C.D.M.) -- q-rung orthopair fuzzy set (q-R.O.F.S.) -- score function -- Best West Method (B.W.M.) -- VIsekriterijumska optimizacija I KOmpromisno Resenje (V.I.K.O.R.); C44 -- C61 -- D70 -- D81 -- L83; Economics -- Research -- Periodicals; Economics -- Research; Electronic journals; 330.072
• DOI: 10.1080/1331677X.2019.1658533
• Languages: English
• ISSNs: 1331-677X

Abstract

Abstract: Hospitality brand management is a primary concern in the hotel industry and the evaluation of brands can be considered as a decision-making problem with multiple criteria. The evaluation information of brands may be uncertain sometimes. The q-rung orthopair fuzzy set (q-R.O.F.S.), which represents the preference degree of a person from the positive and negative aspects, has turned out to be an efficient tool in depicting uncertainty and vagueness in the decision-making process. This article dedicates to presenting an integrated multiple criteria decision-making method with q-R.O.F.S.. Firstly, a score function of the q-R.O.F.S. is proposed to solve the deficiencies of two existing score functions. Then, a weight-determining method based on the additive consistency of the preference relation is developed. A decision-making method integrating the score function, the best worst method and the VIsekriterijumska optimizacija I KOmpromisno Resenje (V.I.K.O.R.) which means multiple criteria compromise optimisation in English) method is further proposed. Finally, a case study regarding the hospitality brand management is provided to show the applicability and validity of the proposed method.