Determine the Optimal Marketing Strategy Using the ANP and TOPSIS Techniques in the Hotel Industry

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

2 Master of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

10.34785/J018.2020.115

Abstract

Abstract

The purpose of current study is to model the marketing strategy decision- making problem as a multi- criteria decision- making (MCDM) problem in private and luxury hotels of Kermanshah and Sanandaj cities. The statistical population of the study was senior managers of different levels. Due to the limited number of these hotels, all of them were examined. For data analysis, the Super decision software and MCDM engine and excel were used. According to five criteria (managerial capabilities, customer relationship capabilities, market innovation capabilities, human resource assets, and credit and good reputation assets) determined optimal marketing strategies. The results showed that in TOPSIS approach, aggressive marketing, and in the analytic network process (ANP) approach, the value marketing strategy were the most effective marketing strategy. The results provide guidance to private hotel managers on marketing strategies that can help them to obtain a competitive advantage by evaluating their specific and limited marketing resources.

Key words: marketing strategy, marketing resources and capabilities, manager's hotels, MCDM approach

Keywords

References

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Consumer Behavior Studies Journal
Volume 7, Issue 2
October 2020
Pages 134-155

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