THE JOURNAL OF KMUTNB

Volume 32, No. 04, Month OCTOBER, Year 2022, Pages 989 - 1003

Applying a hybrid multiple criteria decision making model for selecting the location of beach hotels in thailand

Lanlalin Thawaisilp, Pornpimol Chaiwuttisak, Sittichai Charoensettasilp

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This research presented the location selection of beach hotels in Thailand by applying a hybrid multiple criteria decision making model using Fuzzy Analytic Hierarchy Process (FAHP) and PROMETHEE II Method. This study aims to investigate criteria for making decision on the location of tourism hotels, analyze the weight of criteria, and prioritize and identify appropriate alternatives of the location of tourism hotels by PROMETHEE II for supporting business investment plan and business strategy of the company. From interviewing with the executives who are the experts in hotel management, six alternatives are considered: Krabi, Prachuap Khiri Khan, Rayong, Chonburi, Phuket and Surat Thani with respect to seven criteria which are Environmental Integrity, Various Tourist Attractions, Security, Transportation, Tourist Growth Rate, Competition and Seasonality in tourism. The result from FAHP analysis showed that the most important criterion is Security followed by Tourist Growth Rate, and Various Tourist Attractions, respectively. After using PROMETHEE II Method to prioritize alternative, the results revealed that Chonburi is the most appropriate alternative in line with the opinion of the executives. Even though during the COVID-19 pandemic in 2019, the number of guests in 2020 provided by Ministry of Tourism and Sports showed that Chonburi had the second highest number of tourists in Thailand.

Keywords

Multi-Criteria Decision Making; Hotel Location Selection; FAHP; PROMETHEE II

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