Evaluation of travel websites: A fuzzy analytical hierarchy process approach

The increased usage of internet for day-to-day activities starting from scheduling a meeting to online buying has expanded the scope for planning travels online. In the current era, customers prefer e-ticketing but finding the best travel website as well as the factors determining it are of utmost importance as the travel industry offers numerous services through multiple websites and their promotions. This article explores the factors that determine the quality of a travel website in Indian context and the method for evaluating it for end users. Fuzzy Analytical Hierarchy Process (Fuzzy AHP) has been used in the current study with Fuzzy Extent Theory and CFCS (Converting Fuzzy Data into Crisp Scores) method for ranking the selected travel websites.