EVALUATION OF SERVICE QUALITY OF HOTEL AND HOLIDAY RESERVATION WEB SITES IN TURKEY BY INTEGRATED SWARA - GRAY RELATIONSHIP ANALYSIS METHOD

Authors : Engin Cakir, Gokhan Akel

Pages : 81-95

Doi:10.17261/Pressacademia.2017.395

View : 19 | Download : 11

Publication Date : 2017-06-30

Article Type : Research Paper

Abstract :With the development and widespread use of technology, the rate of Internet use in the world is rapidly increasing. It has made our life even easier as almost all of our daily needs are met through the internet. The widespread use of the Internet has influenced many sectors and has also influenced the tourism industry, enabling many online hotels and holiday booking websites to emerge. Hotels and holiday booking websites have provided facilities for hotel and holiday selection, and offer many opportunities to compare alternatives. However, the issue of which booking website is best for individuals who make a reservation plan is a matter of multi-criteria decision making. In this study, it was aimed to determine the importance levels insert ignore into journalissuearticles values(weights); of the criteria to be used in preference of holiday reservation web sites by using SWARA method and to include the criteria weights in the process and to evaluate alternative holiday reservation websites in Turkey using Gray Relational Analysis method. In addition, the service quality of seven hotels and holiday booking websites operating in Turkey has been tried to be evaluated. The most important criterion that consumers use to make site reservation for hotels and holiday over the Internet is `reliability`. In addition, the hotel and holiday booking companies have been evaluated in terms of service quality and `TATILBUDUR.COM` among the web sites was the first place.
Keywords : Internet, hotel and holiday web sites, selection of reservation web site, SWARA method, grey relational analysis method