Selection Criteria of an Overseas Travel Intermediary for Group Package Tours: Application of Fuzzy Analytic Hierarchy Process
Published online on July 12, 2012
Abstract
This research applied a fuzzy analytic hierarchy process (AHP) to explore the criteria required for the selection of an overseas travel intermediary (OTI) for group package tours (GPTs). Selecting an OTI is a complex decision for host travel agencies, especially the choice of evaluation criteria for GPTs. Therefore, this study adopts an AHP method and further integrates a fuzzy set theory into the assessment of the selection criteria. This work collected 20 selection criteria from literature reviews, focus group, and the Delphi technique. Criteria were categorized into four dimensions, namely service capabilities, payment conditions and cost, reputation, and interactive relationships. Twenty-two general managers from different travel agencies were asked to weigh up and rank the overall criteria by applying a fuzzy AHP. The results could provide travel agencies with objective and suitable criteria for the selection of OTIs for GPTs.