Evaluation of Social Media Platforms Using Best-Worst Method and Fuzzy VIKOR Methods: A Case Study of Travel Agency

Document Type: Research Paper

Author

Faculty of Economics and Administrative Sciences, Department of International Trade and Logistics, University of KTO Karatay, Turkey

Abstract

A correct social media strategy is essential for travel agencies working in today's global market to reach customers. The travel industry is a service-oriented industry, and travel agencies can easily reach their customers on social media by transforming their marketing strategies at no extra costs. There are so many options that a travel agency can use to make itself more visible on social media. However, it is very difficult to choose the most suitable option. From this viewpoint, an analytical framework including BWM and fuzzy VIKOR is presented to find the best social media platforms in this study. First, the weights of nine criteria that were identified by the literature survey and expert interviews were obtained using BWM. Then, these weights were incorporated with fuzzy VIKOR for the ranking of social media platforms. During the implementation phase, the managers of a travel agency in Turkey were supported by the proposed framework for the organization. Results indicated that the cost criterion was the most important criterion (0.189), followed by the audience as the second rank (0.158). The results of the framework show that the proposed methodology is valid and can contribute to improving the decision-making process of enterprises and organizations.

Keywords

Main Subjects


Article Title [Persian]

ارزیابی پلتفرم های رسانه های اجتماعی با استفاده از روش های بهترین/بدترین و ویکور فازی: مطالعه موردی یک آژانس مسافرتی

Author [Persian]

  • احمت چالیک
گروه بازرگانی و مدیریت طرح های بین الملل، دانشکده اقتصاد و مدیریت، دانشگاه کی تی او کاراتای، ترکیه
Abstract [Persian]

در فضای کنونی بازار جهانی، اتخاذ یک راهبرد صحیح در قبال رسانه های اجتماعی توسط آژانس های مسافرتی برای دستیابی به مشتریان ضروری است. صنعت گردشگری یک صنعت خدمت محور است، و آژانس های مسافرتی به راحتی می توانند از طریق تغییر راهبردهای بازاریابی شان بدون هیچ هزینه اضافی به مشتریان شان در رسانه های اجتماعی دست یابند. گزینه های بسیاری برای یک آژانس مسافرتی وجود دارد که با استفاده از آنها می تواند در شبکه های اجتماعی بیشتر دیده شود. با این حال، انتخاب بهترین گزینه بسیار دشوار است. از این رو، مقاله حاضر یک چارچوب تحلیلی شامل روشهای بهترین-بدترین و ویکور فازی ارایه می کند تا در یافتن بهترین پلتفرم های رسانه های اجتماعی کمک کنند. ابتدا وزن نه معیار که از طریق بررسی پیشینه و مصاحبه با خبرگان به دست آمده بودند با استفاده از روش بهترین-بدترین محاسبه شد. سپس، این وزندهی ها با ویکور فازی ترکیب شد تا پلتفرم های رسانه های اجتماعی رتبه بندی شوند. در طول مرحله اجرا، مدیران یک آژانس مسافرتی در ترکیه از پشتیبانی این چارچوب پیشنهادی برای سازمان شان بهره گرفتند. نتایج نشان داد که "هزینه" مهمترین معیار بود (0.189)، و پس از آن معیار "مخاطبین" (0.158) قرار داشت. یافته های مربوط به این چارچوب نشان می دهد که این روش پیشنهادی معتبر بوده و می تواند در بهبود فرایند تصمیم گیری شرکت ها و سازمان نقش داشته باشد.

Keywords [Persian]

  • روش بهترین-بدترین
  • ویکور فازی
  • بازاریابی از طریق رسانه های اجتماعی
  • صنعت گردشگری
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