Determining the Optimal Marketing Strategy in the Hotel Industry with Multi-Criteria Decision Making Method (According to Zabul Hotels)

Subject Areas : Urban Futurology

parastoo sarani ¹ , Alireza Shahraki ²

1 - 1- MS student, Department of Industrial Engineering, University of Sistan and Baluchestan, Zahedan, Iran, Email
2 - Associate Professor, Department of Industrial Engineering, University of Sistan and Baluchestan, Zahedan, Iran

Received: 2021-06-25 Accepted : 2021-09-23 Published : 2021-08-23

Keywords: TOPSIS, Multi-Criteria Decision Making, Hotel Industry, Marketing Strategy,

Abstract :

The purpose of this study is to select the optimal marketing strategy in the hotel industry in Zabol. In this research, indicators have been extracted by surveying ten experts and strategists in the hotel industry. Research options include three strategies of cost leadership, focus, and differentiation based on the Porter model. After determining the indicators based on the model presented in Holi research, they have been weighted by Shannon entropy Multi-Criteria Decision Making method and then the options have been ranked by TOPSIS multi-criteria decision making method. The results of weighting the indicators show that the indicators of managerial capability, human resource assets, new market capabilities, customer relationship capability and finally reputation assets are of the highest to lowest importance, respectively. The results of ranking the options indicate that the cost leadership strategy is in the first rank and then the focus strategy and the differentiation strategy are in the second and third ranks, respectively.