Hotel Website Performance Evaluation: A Fuzzy Analytic Hierarchy Process Approach

Previous studies on hotel website performance have relied on frequency counting, content analysis or user behavioral approaches. These studies cannot accurately calculate hotel website performance in terms of user assessments of dimension/ attribute weighting and performance ratings. The aim of this research is to develop a scientific model that integrates a set of website evaluation dimensions for evaluating websites performance. Unlike previous studies, this research proposes a novel framework for evaluating website performance by using Fuzzy Analytic Hierarchy Process (Fuzzy AHP). Since human judgments are often uncertain and vague, using fuzzy set theory instead of exact numbers could integrate a decision maker´s uncertainty. This proposed method could rectify this limitation and provide a more accurate overall evaluation result.