Ranking Hotels Based on Online Hotel Attribute Ratings Using Neutrosophic AHP and Stochastic Dominance

Abstract

Electronic word-of-mouth (EWOM) is playing an important part in the consumer’s purchasing decision making across various shopping platforms. This is especially true in service sector, where the feedbacks covering the guest experience influence the adoption intention of potential consumers. The online ratings of various service aspects of the hotels posted by earlier users provide a comprehensive evaluation of their opinions and assessments on a standardized scale. In order to maximize utility, customers look for various candidate alternatives as well as the online ratings corresponding to it. This requires making a mathematical justification for precise decision making. Moreover, purchasing decisions incorporate hesitation among customers. To take care of these problems, this paper proposes a model applying multi criteria decision making (MCDM) techniques with online ratings of hotel. The objective of the paper is to rank hotels on the basis of online ratings of their attributes available on Tripadvisor. Firstly, the priorities of the service attributes, in the form of weights, are obtained using Neutrosophic Analytic Hierarchy Process (NAHP). The Neutrosophic set are an extension of fuzzy concept and has the advantage of handling hesitation in decision making process. We apply stochastic dominance along with the preference weights on the available ratings to obtain a comparison matrix of alternative. Finally, we make use of PROMETHEE technique to get the overall ranking of hotels. Future studies may include the role of online review text in the present model.