Title: A fuzzy hybrid approach to analyse digital marketing strategies towards tourism industry

Authors: Danial Esmaelnezhad; Jamshid Bahmani; Ali Zamani Babgohari; Mohammadreza Taghizadeh-Yazdi; Salman Nazari-Shirkouhi

Addresses: Faculty of Management, University of Tehran, P.O. Box: 14155-6311, Tehran, 1411713114, Iran ' Business Management Department, Faculty of Management, University of Tehran, P.O. Box: 14155-6311, Tehran, 1411713114, Iran ' Department of Operations Management & Decision Sciences, Faculty of Management/University of Tehran, P.O. Box: 14155-6311, Tehran, 1411713114, Iran ' Department of Operations Management & Decision Sciences, Faculty of Management/University of Tehran, P.O. Box: 14155-6311, Tehran, 1411713114, Iran ' Department of Industrial and Systems Engineering, Fouman Faculty of Engineering, College of Engineering, University of Tehran, P.O. Box: 14155-6619, Tehran, 14174, Iran

Abstract: Travel rates around the world have been declining since the COVID-19 epidemic, and the industry's strategies need to be reconsidered to boost tourism businesses. To solve this problem, digital marketing strategies (DMSs) can increase the chances of success of tourism companies in this condition. Therefore, accurate DMS selection is an essential factor in improving the situation of tourism companies. The purpose of this study is to identify and prioritise DMSs in the tourism industry. For this purpose, after identifying the strategies and evaluation criteria of the strategies, the fuzzy Delphi method is used to screen them. Subsequently, using Fuzzy SWARA, the criteria are weighted according to experts. Next, DMSs in the Iranian tourism industry are ranked using Fuzzy ARAS, Fuzzy COPRAS, Fuzzy TOPSIS, and Fuzzy VIKOR. Finally, the results provide insights into both managerial and theoretical dimensions for future work and improving business performance in the tourism industry.

Keywords: DMSs; digital marketing strategies; tourism industry; MCDM; multiple criteria decision-making; fuzzy logic.

DOI: 10.1504/IJTP.2023.133201

International Journal of Tourism Policy, 2023 Vol.13 No.5, pp.463 - 480

Received: 11 Sep 2022
Received in revised form: 27 Jan 2023
Accepted: 27 Jan 2023
Published online: 01 Sep 2023 *

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