APPLICATION OF THE FUZZY ANALYTIC HIERARCHY PROCESS TO EVALUATE THE IMPORTANCE OF DIGITAL MARKETING COMPONENTS: EVIDENCE FROM THE HOTEL SECTOR
Vol. 135 No. 5A (2026), Management
Vol. 135 No. 5A (2026)

APPLICATION OF THE FUZZY ANALYTIC HIERARCHY PROCESS TO EVALUATE THE IMPORTANCE OF DIGITAL MARKETING COMPONENTS: EVIDENCE FROM THE HOTEL SECTOR

Management
https://doi.org/10.26459/hueunijed.v135i5A.8080
Published 2025-12-10
Tong Viet Bao Hoang
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
https://orcid.org/0009-0004-3054-8488
Le Thi Phuong Thanh
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
https://orcid.org/0000-0002-0153-3832
Pham Xuan Hung
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
https://orcid.org/0000-0001-9817-3863
Le Thi Phuong Thao
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Hoang Viet Hanh Nguyen
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
https://orcid.org/0009-0004-9415-8286

Keywords

Digital Marketing
Khách sạn 5 sao
Phân tích Thứ bậc Mờ Digital Marketing
Five-star hotels
Fuzzy Analytic Hierarchy Process

Abstract

Digital Marketing plays a critical role in brand building, customer acquisition, and service experience enhancement in the highly competitive tourism and hospitality industry, particularly in the premium segment of five-star hotels. Affluent customers often have elevated expectations, requiring personalized interactions and seamless engagement across multiple online platforms. Consequently, identifying and prioritizing the most effective Digital Marketing components has become a critical managerial challenge. This study employs the fuzzy analytical hierarchy process (FAHP), a robust multi-criteria decision-making tool capable of handling uncertainty and vagueness in expert evaluations. Applying FAHP, the study quantitatively assesses the relative importance of Digital Marketing components in the five-star hotel context and develops a systematic and rigorous analytical framework. The findings provide empirical evidence supporting hotel managers in strategic planning, marketing resource allocation, and strengthening competitive advantage. Furthermore, the study contributes methodologically by extending the application of FAHP to the hospitality and tourism sector.

https://doi.org/10.26459/hueunijed.v135i5A.8080

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