Identifying the Best Alternative Tourism Product for a Destination: the case of Cappadocia
DOI:
https://doi.org/10.34019/2238-2925.2019.v9.16929Abstract
Abstract: The key to success in management activities is the ability to make the best decision on the path to achieve the set goals. Decision makers can make scientific and more successful decisions by using Multi-criteria decision making techniques to overcome such problems. However, decision making becomes more difficult especially in the industry which has a very complex structure like tourism and hospitality. The main purpose this paper is to identify an alternative type of tourism that will serve the optimal advantages of the tourist destinations’ stakeholders. Cappadocia destination is considered within the scope of the study. Decision making at destination level is risky to decide for a tourism destination for many reasons such as high investment costs, long term results, high diversity of stakeholders, and diversity of decision makers and conflicts of interests. In this study, qualitative and quantitative methods were used as mixed via QFD and AHP. As a result of examining different criteria and alternatives in line with the opinions of different stakeholders, congress tourism option has emerged as the most suitable tourism product alternative. As a result, different alternatives sorted by importance and the question of where to start the work in accordance with the possibilities has been tried to be answered. In this context, it has been a guiding study for the practitioners who have decision-making difficulties. Since no similar study has been found, it is an inspiration for future studies.
Keywords: Tourism Product. Alternative Tourism. Quality Function Deployment (QFD). Analytic Hierarchy Process (AHP). Decision Making in Tourism.
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