TY - GEN
T1 - Hotel revival strategy planning with SWOT-Fuzzy AHP-TOPSIS
T2 - 11th Annual International Conference on Industrial Engineering and Operations Management, IEOM 2021
AU - Sahir, Almira Zada Nurulita
AU - Dachyar, M.
N1 - Publisher Copyright:
© IEOM Society International.
PY - 2021
Y1 - 2021
N2 - The pandemic COVID-19 had caused a health crisis, which is negatively affecting the tourist activity in most countries, therefore generating a decline in hotel occupancy and revenues. The hotel recovery process's complexity requires a systematic approach to analyze various internal and external environmental factors. This paper aims to design an alternative strategy to revive hotel revenue because of pandemic. The method used in this study is a combination of SWOT analysis, Fuzzy Analytic Hierarchy Process (F-AHP), and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). SWOT analysis identifies the hotel's internal and external factors, which can then be grouped into strengths, weaknesses, opportunities, and threats. Subsequently, SWOT factors are used to construct alternative recovery strategies using the TOWS matrix. Finally, a fuzzy AHP approach is employed to obtain the weight of SWOT factors, and TOPSIS is conducted to prioritize alternative hotel revival strategies based on the weighted SWOT factors. This research results a prioritized strategy to revive hotel revenue in one of Indonesia's 4-star hotels.
AB - The pandemic COVID-19 had caused a health crisis, which is negatively affecting the tourist activity in most countries, therefore generating a decline in hotel occupancy and revenues. The hotel recovery process's complexity requires a systematic approach to analyze various internal and external environmental factors. This paper aims to design an alternative strategy to revive hotel revenue because of pandemic. The method used in this study is a combination of SWOT analysis, Fuzzy Analytic Hierarchy Process (F-AHP), and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). SWOT analysis identifies the hotel's internal and external factors, which can then be grouped into strengths, weaknesses, opportunities, and threats. Subsequently, SWOT factors are used to construct alternative recovery strategies using the TOWS matrix. Finally, a fuzzy AHP approach is employed to obtain the weight of SWOT factors, and TOPSIS is conducted to prioritize alternative hotel revival strategies based on the weighted SWOT factors. This research results a prioritized strategy to revive hotel revenue in one of Indonesia's 4-star hotels.
KW - Fuzzy Analytic Hierarchy Process
KW - Hotel
KW - Pandemic
KW - SWOT Analysis
KW - TOPSIS
UR - http://www.scopus.com/inward/record.url?scp=85114228768&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85114228768
SN - 9781792361241
T3 - Proceedings of the International Conference on Industrial Engineering and Operations Management
SP - 1548
EP - 1558
BT - Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management, 2021
PB - IEOM Society
Y2 - 7 March 2021 through 11 March 2021
ER -