Hospitality brand management by a score-based q-rung orthopair fuzzy V.I.K.O.R. method integrated with the best worst method
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Taylor & Francis
Hospitality brand managementMultiple criteria decision makingScore functionBest West Method
Xiaomei Mi, Jiamei Li, Huchang Liao, Edmundas Kazimieras Zavadskas, Abdullah Al-Barakati, Ahmed Barnawi, Osman Taylan & Enrique Herrera-Viedma (2019) Hospitality brand management by a score-based q-rung orthopair fuzzy V.I.K.O.R. method integrated with the best worst method, Economic Research-Ekonomska Istraživanja, 32:1, 3266-3295,
SponsorshipThe work was supported by the National Natural Science Foundation of China (71771156, 71971145), the Scholarship from China Scholarship Council (No. 201906240161) and the Deanship of Scientific Research (DSR) at King Abdulaziz University, Jeddah (No. RG-10-611- 39, No. RG-7-135-38).
Hospitality brand management is a primary concern in the hotel industry and the evaluation of brands can be considered as a decision- making problem with multiple criteria. The evaluation information of brands may be uncertain sometimes. The q-rung orthopair fuzzy set (q-R.O.F.S.), which represents the preference degree of a person from the positive and negative aspects, has turned out to be an efficient tool in depicting uncertainty and vagueness in the decision-making process. This article dedicates to presenting an integrated multiple criteria decision-making method with q-R.O.F.S.. Firstly, a score function of the q-R.O.F.S. is proposed to solve the deficiencies of two existing score functions. Then, a weight-determining method based on the additive consistency of the preference relation is developed. A decision-making method integrating the score function, the best worst method and the VIsekriterijumska optimizacija I KOmpromisno Resenje (V.I.K.O.R.) which means multiple criteria compromise optimisation in English) method is further proposed. Finally, a case study regarding the hospitality brand management is provided to show the applicability and validity of the proposed method.