Hotel revival strategy planning with SWOT-Fuzzy AHP-TOPSIS: A case study of 4-star hotel

Almira Zada Nurulita Sahir, M. Dachyar

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management, 2021
PublisherIEOM Society
Pages1548-1558
Number of pages11
ISBN (Print)9781792361241
Publication statusPublished - 2021
Event11th Annual International Conference on Industrial Engineering and Operations Management, IEOM 2021 - Virtual, Online
Duration: 7 Mar 202111 Mar 2021

Publication series

NameProceedings of the International Conference on Industrial Engineering and Operations Management
ISSN (Electronic)2169-8767

Conference

Conference11th Annual International Conference on Industrial Engineering and Operations Management, IEOM 2021
CityVirtual, Online
Period7/03/2111/03/21

Keywords

  • Fuzzy Analytic Hierarchy Process
  • Hotel
  • Pandemic
  • SWOT Analysis
  • TOPSIS

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