The performance evaluation model for tourism industry selection.docx

The performance evaluation model for tourism industry selection.docx

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Theperformanceevaluationmodelfortourismindustryselection

Theperformanceevaluationmodelfortourismindustryselection

Ling-FengHsiehLi-HsinWang

DepartmenteofTechnologyManagement,ChungHuaUniversity,

No.707,Sec2,Wu-FuRd,HsinchuCity300,TaiwanROC

doris@chu.edu.tw

Abstract

Thispaperaimsattourismindustryabouttheircustomers’satisfactionsformindustryoffersinordertogettherepurchasinginfuture.Theexpertquestionnaireshavesenttotheprofessionalmanagersintourismindustrygettingthespecificinformationtocompletethisresearch.ThemethodologyisappliedDEMATELandANPinthispaper.ThepurposeofutilizingDEMATEListorealizetherelationshipbetweenallcriteriainordertoadaptapplyingANPforthepapercompletion.ThefunctionofDEMATELhasviacriteriainfluencetoknowtherelationshipbetweenallcriteria,also,understandtheinfluencedirections.ThispapersuccessfullyappliesDEMATELinordertoraisetheaccuracyofapplyingANPinthismodel.Fromthistourismindustryselectionmodeltheconsumerswouldunderstandhowtoselectiontheirtourismdealers.Forthetourismdealerswouldknowwhattheirweaknessandstrengthfortheirfuturecompetitiveness.

Keyword：

TourismIndustry,AnalysisHierarchyProcess（AHP）,AnalyticNetworkProcess（ANP）,DecisionMakingTrialAndEvaluationLaboratory（DEMATEL）

1.Introduction

AccordingtotheMinistryofTourismBureauin2007,thereare5,420travelagenciesinTaiwan;furthermore,the40%inTaipeicity.（InternetInformation）Also,thepeoplewhogoabroadhasincreasingoverthaneightmillionsinTaiwan.Thetourismindustryhasbecome“M”styleatthistimemoment.Thefamoustravelagenciesraisepricebutstillattacklotscustomers.Besides,therearesomelowcompetitionstravelagenciescannotsurviveatall.Fromtheconsumerbeliever,thecustomersatisfactioncouldimprovethecustomer’sloyalty.Thatinformationshowstheseriouscompetitionfromthetourismindustry.Accordingtothechangeofecologicaloftourismindustry,howtosurviveattheintensecompetitionenvironmentwouldbetheimportantissueinthispaper.Thetourismindustryhastounderstandtheimportantfactorswhichthecustomers’careintotheirindustryanalysisandmanagementinordertoimprovecompetitiveness.Thispaperaimsbothtourismindustryandcustomerstoconstructaperformanceevaluationmodeltoraisecustomers’satisfactionandgivethesuggestiontotourismindustry.

2.LiteratureReviews

Intheliteraturereviewswhichwouldincludetheconceptsofmarketingmanagementandthemethodologyofperformanceevaluation.

2.1.Marketingstrategy

Thereismuchdifferentmanagementwayindifferenttravelagencies;also,themarketingstrategywouldnotsame.Themarketingstrategyisthefirstimagefortravelagenciestocustomers.Therefore,themarketingstrategywouldbethemostimportantfactorsfortourismindustry.Traditionmarketingconceptsisfocusontheproduct,buttheconceptshavebeentransittocustomerssatisfaction（Kuo,2003）.Kotlersaysthatthemarkingisaprocessbetweensocialandmanagement.Also,canbeviaaprocessforpersonalandgrouptocreate,offerorexchangeforproductorservicethatcansatisfywants（Yang，2001）.

ThemarketingComponentisincluding4Pswhichareproduct,pricepromotionandplace.The4Psapplyintourismindustryhasbeenlargeto8Ps.Theothersarephysicalenvironment,purchasingprocess,packagingandparticipation.The8Psisamarketingstrategyfortourismindustry（Morrison,1996）.

2.2.TourismSatisfactions

TheSatisfiedapplyinconsumertheorymeansthattheReasonablevalueequaltotheconsumerpayfortheproduct（Howard&Shrth,1969）.Thesatisfactionfortourismwouldbealltheprocessofferingfromtourismtocustomersreactthedegreelikeornot.Thesatisfactioncanbedividedintothreecategories.Thereare:

（1）Promotion:

Huang（2002）mentionsthatthesalesfortourismindustryisviasurveys,analysisandforecastthetourismmarket,tourismproductdesign,packagingand,pricing;Furtherpromotetourismcommodities,tradingtechniques,documentsortransferservicethroughvalue-addedupgradetoexplore,andexpandandmeetthetravelconsumergoodsortraveltothetouristdemandbusinessservices.

（2）Catering:

Crosbyetal.（1990）saysserviceisinvisible,complexandthelackofconsumerawarenessofthisuntriedoftenneedmorethanthetransfertime,andgoodrelationsqualitycanbereduceduncertainty.

（3）Resource：

Theresilienceofthetravelagents,consumersarechoosingatravelagentoneoftheconsiderations.

2.3.Pricing

Customerscanchoosepriceinthetravelindustry,hasacertainshareofabsoluteimportanceoftheneedtodefinealltheitineraryprice,value-for-money,socustomerscanreceivefurtherparticipationintourism.Zeithaml（1988）mentionsthatfromtheconsumer'spointofviewpriceisconsumerstogetaproducttobeabandonedorthepriceofsacrifice."Price"isaffectingtheprofitabilityofcompaniesthemostimportantfactor,whichisoneoffactorsconsideredfortheconsumerdecision-making.Therefore,thetourismindustrymustpaymoreattentionoftheimportanceofprice（Lee,2006）.Accordingtoeconomictheory,the"Price-demand"hasanegativerelationship.Consumersbudgetgastheconstraintsofitseffectivenessgreatly,whenthesameproducts,theconsumerswillchoosetobuylowpriceproductsbecauseofthelongperiodoftimeconsumerspayhighpricesofproducts,saidthatthefactorsofproductioninputsmoreexpensive,andtheproductqualityrelativefine,thatis,priceandqualitywillbeapositiverelationship.Therefore,theconsumerscanusepriceasanindicatorsmessageforproductquality（Scitovsky，1945）.

2.4.Brand

Brandhistoricalattitudeonbehalfofatravelagency,generallyconsidersthattheequivalentbrandquality.Therefore,customerschoosefamoustravelagent.Customersunderstandandconsiderbrandingawarenessofthetravelindustryasgeneralanimportantindicator.Aaker（1996）proposethatcreatesfivebrandvalue:

1.Helpconsumersregainandtransferofinformation.

2.Providingproductdifferentiationandpositioningbenchmarks.

3.Aproductattributesandcustomerinterests.

4.Providecustomerswiththepurchaseandusethebrand

5.Createimagine.

Walters（1978）offeringthatenterpriseswillbedividedintothefollowingthreeimage;Theyarecorporateimage,andmerchandiseimageandfunctionalimage.Fromthefunctionalimagecandividedintoanotherfourdimensions.Theyareserviceimage,storeimagepriceimageandpromotionimage.

2.5.Methodology

TherearetwoMulti-CriteriaDecisionMethods（MCDM）appliedinthispaper,whichareDecisionMakingTrialandEvaluationLaboratory（DEMATEL）andAnalyticalHierarchyProcess（ANP）.

2.5.1DecisionMakingTrialandEvaluationLaboratory（DEMATEL）

DecisionMakingTrialandEvaluationLaboratory（DEMATEL）isawaytoanalysisthemanagementproblemsofcomplexrelationship.ThismethodologyhasbeencreatedbyBattelleGenevaAssociation.TheDEMATELhasbeenappliedtosolvetheinterrelatedissues.Therearetwolimitsolutions;1.Solutionsmustbereachedinoneormoretargets.2.Theseobjectivesmustalsobeassociatedwiththemajorityofhumanbeings（Hu,2003）.Lin（2004）appliedDEMATELinthecompanyqualityevaluation.Hu（2003）alsoappliedDEMATELinherresearchofenterprisesofthecomplexityofquantitativeresearch.

2.5.2.AnalyticalNetworkProcess（ANP）

TheAnalyticalHierarchyProcess（AHP）isamethodologytoevaluatetheoptionswhichcreatedbyThomasL.Saatyin1971.But,theAHPappliedtoresolvetheproblemwhichevaluationcriteriahavebeindependent.Besides,therearemanyproblemshaveinnerorouterrelationwhichcouldnotapplyAHPfortheresearch.SaatycreatedanalyticalNetworkProcess（ANP）inordertosolvethecomplexproblems.ANPhasbeenwidelyusedinresearchanddevelopmentprogramssuchasthechoice,allocationofresources,productplanning,informationsystemsoptions,andotherissuesHsu（2001）appliedANPintheresearchofenterpriseresourceplanning（ERP）systemusingANPsupplytocarryouttheselection.Cheng（2004）utilizeAHPinthecar-buyingdecision-making.Wu（2001）aimsurbanareasreplacementproblemsapplyingANPtoselectthemostfittingurbanareasforreplacing.

3.Theperformanceevaluationconstruction

Accordingtotheliteraturereviews,thispaperconstructsthebasicevaluationhierarchystructure（seeasTable1）.

Table1.Performanceevaluationmodelfortourismindustryselection

Performanceevaluationmodelfortourismindustryselection

1.Marking

1.1Product

1.2MarketingPromotion

1.3Natureenvironment

1.4Purchaseprocess

2.customers’satisfaction

2.1Promoteprojects

2.2Service

2.3Responsecapabilities

3.Price

3.1Priceandquality

3.2Credibilityandsensitivity

3.3Salereaction

4.Brand

4.1Brandcharacteristics

4.2Brandimage

4.3Customersbenefit

4.4Value

InordertoconstructthisevaluationmodelthemethodologyDEMATELandANPisappliedforthisspecialcase.FromSaatysuggestion,applyingAHPorANPhastomakesuretherelationshipbetweenalldimensionsandallevaluationcriteria.

Therearetwophasetoconstructthismodel

Phase1.

Forthemodelaccuracy,theDEMATELisappliedtomakesuretherelationshipbetweenallcriteria.

TherearefourstepsinDEMATEL.

Step1.Utilizeallcriteriaintotheevaluatingmatrixbypair–comparison.Theratingis0to4.TheomeansthatthereisnoinfluencefromAcriteriontoBcriterion.Theratingisinfluencingdegree.Thefigure1isthebasicinfluencematrix.

Figure1.influencematrix

Step2.Utilizefigure1calculate