The performance evaluation model for tourism industry selection.docx

1、The performance evaluation model for tourism industry selectionThe performance evaluation model for tourism industry selectionLing-Feng Hsieh Li-Hsin Wang Department e of Technology Management, Chung Hua University,No.707, Sec 2, Wu-Fu Rd, Hsinchu City 300, Taiwan ROCdorischu.edu.twAbstract This pap

2、er aims at tourism industry about their customers satisfactions form industry offers in order to get the repurchasing in future. The expert questionnaires have sent to the professional managers in tourism industry getting the specific information to complete this research. The methodology is applied

3、 DEMATEL and ANP in this paper. The purpose of utilizing DEMATEL is to realize the relationship between all criteria in order to adapt applying ANP for the paper completion. The function of DEMATEL has via criteria influence to know the relationship between all criteria, also, understand the influen

4、ce directions. This paper successfully applies DEMATEL in order to raise the accuracy of applying ANP in this model. From this tourism industry selection model the consumers would understand how to selection their tourism dealers. For the tourism dealers would know what their weakness and strength f

5、or their future competitiveness. Keyword：Tourism Industry, Analysis Hierarchy Process (AHP), Analytic Network Process（ANP）, Decision Making Trial And Evaluation Laboratory（DEMATEL）1. IntroductionAccording to the Ministry of Tourism Bureau in 2007, there are 5,420 travel agencies in Taiwan; furthermo

6、re, the 40% in Taipei city.（Internet Information）Also, the people who go abroad has increasing over than eight millions in Taiwan. The tourism industry has become “M” style at this time moment. The famous travel agencies raise price but still attack lots customers. Besides, there are some low compet

7、itions travel agencies cannot survive at all. From the consumer believer, the customer satisfaction could improve the customers loyalty. That information shows the serious competition from the tourism industry. According to the change of ecological of tourism industry, how to survive at the intense

8、competition environment would be the important issue in this paper. The tourism industry has to understand the important factors which the customers care into their industry analysis and management in order to improve competitiveness. This paper aims both tourism industry and customers to construct

9、a performance evaluation model to raise customers satisfaction and give the suggestion to tourism industry.2. Literature Reviews In the literature reviews which would include the concepts of marketing management and the methodology of performance evaluation. 2.1. Marketing strategyThere is much diff

10、erent management way in different travel agencies; also, the marketing strategy would not same. The marketing strategy is the first image for travel agencies to customers. Therefore, the marketing strategy would be the most important factors for tourism industry. Tradition marketing concepts is focu

11、s on the product, but the concepts have been transit to customers satisfaction （Kuo, 2003）. Kotler says that the marking is a process between social and management. Also, can be via a process for personal and group to create, offer or exchange for product or service that can satisfy wants（Yang，2001）

12、. The marketing Component is including 4Ps which are product, price promotion and place. The 4Ps apply in tourism industry has be enlarge to 8Ps. The others are physical environment, purchasing process, packaging and participation. The 8 Ps is a marketing strategy for tourism industry (Morrison, 199

13、6). 2.2. Tourism SatisfactionsThe Satisfied apply in consumer theory means that the Reasonable value equal to the consumer pay for the product（Howard & Shrth, 1969）. The satisfaction for tourism would be all the process offering from tourism to customers react the degree like or not. The satisfactio

14、n can be divided into three categories. There are:（1） Promotion: Huang （2002）mentions that the sales for tourism industry is via surveys, analysis and forecast the tourism market, tourism product design, packaging and ,pricing; Further promote tourism commodities, trading techniques, documents or tr

15、ansfer service through value-added upgrade to explore, and expand and meet the travel consumer goods or travel to the tourist demand business services.（2） Catering: Crosby et al. （1990）says service is invisible, complex and the lack of consumer awareness of this untried often need more than the tran

16、sfer time, and good relations quality can be reduced uncertainty.（3） Resource：The resilience of the travel agents, consumers are choosing a travel agent one of the considerations.2.3. PricingCustomers can choose price in the travel industry, has a certain share of absolute importance of the need to

17、define all the itinerary price, value-for-money, so customers can receive further participation in tourism. Zeithaml（1988）mentions that from the consumers point of view price is consumers to get a product to be abandoned or the price of sacrifice. Price is affecting the profitability of companies th

18、e most important factor, which is one of factors considered for the consumer decision-making. Therefore, the tourism industry must pay more attention of the importance of price（Lee, 2006）. According to economic theory, the Price - demand has a negative relationship. Consumers budget gas the constrai

19、nts of its effectiveness greatly, when the same products, the consumers will choose to buy low price products because of the long period of time consumers pay high prices of products, said that the factors of production inputs more expensive, and the product quality relative fine, that is, price and

20、 quality will be a positive relationship. Therefore, the consumers can use price as an indicators message for product quality（Scitovsky，1945）. 2.4. BrandBrand historical attitude on behalf of a travel agency, generally considers that the equivalent brand quality. Therefore, customers choose famous t

21、ravel agent. Customers understand and consider branding awareness of the travel industry as general an important indicator. Aaker（1996）propose that creates five brand value: 1. Help consumers regain and transfer of information.2. Providing product differentiation and positioning benchmarks.3. A prod

22、uct attributes and customer interests.4. Provide customers with the purchase and use the brand5. Create imagine.Walters（1978）offering that enterprises will be divided into the following three image; They are corporate image, and merchandise image and functional image. From the functional image can d

23、ivided into another four dimensions. They are service image, store image price image and promotion image. 2.5. Methodology There are two Multi-Criteria Decision Methods (MCDM) applied in this paper, which are Decision Making Trial and Evaluation Laboratory (DEMATEL) and Analytical Hierarchy Process

24、(ANP).2.5.1 Decision Making Trial and Evaluation Laboratory (DEMATEL) Decision Making Trial and Evaluation Laboratory (DEMATEL) is a way to analysis the management problems of complex relationship. This methodology has been created by Battelle Geneva Association. The DEMATEL has been applied to solv

25、e the interrelated issues. There are two limit solutions; 1. Solutions must be reached in one or more targets. 2. These objectives must also be associated with the majority of human beings (Hu, 2003). Lin (2004) applied DEMATEL in the company quality evaluation. Hu (2003) also applied DEMATEL in her

26、 research of enterprises of the complexity of quantitative research. 2.5.2. Analytical Network Process (ANP) The Analytical Hierarchy Process (AHP) is a methodology to evaluate the options which created by Thomas L. Saaty in 1971. But, the AHP applied to resolve the problem which evaluation criteria

27、 have be independent. Besides, there are many problems have inner or outer relation which could not apply AHP for the research. Saaty created analytical Network Process (ANP) in order to solve the complex problems. ANP has been widely used in research and development programs such as the choice, all

28、ocation of resources, product planning, information systems options, and other issues Hsu (2001) applied ANP in the research of enterprise resource planning (ERP) system using ANP supply to carry out the selection. Cheng (2004) utilize AHP in the car-buying decision-making. Wu (2001) aims urban area

29、s replacement problems applying ANP to select the most fitting urban areas for replacing. 3. The performance evaluation construction According to the literature reviews, this paper constructs the basic evaluation hierarchy structure (see as Table 1). Table 1. Performance evaluation model for tourism

30、 industry selectionPerformance evaluation model for tourism industry selection1. Marking1.1 Product1.2 Marketing Promotion1.3 Nature environment1.4 Purchase process2. customers satisfaction2.1 Promote projects2.2 Service2.3 Response capabilities3. Price 3.1 Price and quality3.2 Credibility and sensi

31、tivity3.3 Sale reaction4. Brand4.1 Brand characteristics 4.2 Brand image4.3 Customers benefit4.4 Value In order to construct this evaluation model the methodology DEMATEL and ANP is applied for this special case. From Saaty suggestion, applying AHP or ANP has to make sure the relationship between al

32、l dimensions and all evaluation criteria. There are two phase to construct this modelPhase 1. For the model accuracy, the DEMATEL is applied to make sure the relationship between all criteria. There are four steps in DEMATEL.Step 1.Utilize all criteria into the evaluating matrix by pair comparison. The rating is 0 to 4. The o means that there is no influence from A criterion to B criterion. The rating is influencing degree. The figure 1 is the basic influence matrix.Figure 1. influence matrixStep 2.Utilize figure 1 calculate