Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferences

Marketing approach is associated to market conditions and achieving long term profitability of a company by satisfying consumers’ needs. This approach in tourism does not have to be related only to promoting one touristic destination, but is associated to relation between travel agency and its clien...

Full description

Bibliographic Details
Main Authors: Nataša Papić-Blagojević, Tamara Gajić, Nenad Đokić
Format: Article
Language:English
Published: University of Novi Sad 2012-04-01
Series:Turizam
Subjects:
Online Access:http://www.dgt.uns.ac.rs/turizam/arhiva/vol_1601_2.pdf
id doaj-80fb0f9fc989416fabdc534b0ab85122
record_format Article
spelling doaj-80fb0f9fc989416fabdc534b0ab851222021-08-02T23:10:03ZengUniversity of Novi SadTurizam1450-66611821-11272012-04-01161819Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferencesNataša Papić-Blagojević0Tamara Gajić1Nenad Đokić2Higher School of Professional Bussines Studies, Vladimira Perića-Valtera 4, 21000 Novi Sad, Serbia Corresponding author: npapic.blagojevic@gmail.com; tel: +381 64 173 68 39Higher School of Professional Bussines Studies, Vladimira Perića-Valtera 4, 21000 Novi Sad, SerbiaHigher School of Professional Bussines Studies, Vladimira Perića-Valtera 4, 21000 Novi Sad, SerbiaMarketing approach is associated to market conditions and achieving long term profitability of a company by satisfying consumers’ needs. This approach in tourism does not have to be related only to promoting one touristic destination, but is associated to relation between travel agency and its clients too. It considers that travel agencies adjust their offers to their clients’ needs. In that sense, it is important to analyze the behavior of tourists in the earlier periods with consideration of their preferences. Using Bayesian network, it could be graphically displayed the connection between tourists who have similar taste and relationships between them. On the other hand, the analytic hierarchy process (AHP) is used to rank tourist attractions, with also relying on past experience. In this paper we examine possible applications of these two models in tourism in Serbia. The example is hypothetical, but it will serve as a base for future research. Three types of tourism are chosen as a representative in Vojvodina: Cultural, Rural and Business tourism, because they are the bright spot of touristic development in this area. Applied on these forms, analytic hierarchy process has shown its strength in predicting tourists’ preferences.http://www.dgt.uns.ac.rs/turizam/arhiva/vol_1601_2.pdfmarketing approachtourists’ preferencesBayesian networkAHP method
collection DOAJ
language English
format Article
sources DOAJ
author Nataša Papić-Blagojević
Tamara Gajić
Nenad Đokić
spellingShingle Nataša Papić-Blagojević
Tamara Gajić
Nenad Đokić
Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferences
Turizam
marketing approach
tourists’ preferences
Bayesian network
AHP method
author_facet Nataša Papić-Blagojević
Tamara Gajić
Nenad Đokić
author_sort Nataša Papić-Blagojević
title Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferences
title_short Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferences
title_full Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferences
title_fullStr Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferences
title_full_unstemmed Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferences
title_sort using bayesian network and ahp method as a marketing approach tools in defining tourists’ preferences
publisher University of Novi Sad
series Turizam
issn 1450-6661
1821-1127
publishDate 2012-04-01
description Marketing approach is associated to market conditions and achieving long term profitability of a company by satisfying consumers’ needs. This approach in tourism does not have to be related only to promoting one touristic destination, but is associated to relation between travel agency and its clients too. It considers that travel agencies adjust their offers to their clients’ needs. In that sense, it is important to analyze the behavior of tourists in the earlier periods with consideration of their preferences. Using Bayesian network, it could be graphically displayed the connection between tourists who have similar taste and relationships between them. On the other hand, the analytic hierarchy process (AHP) is used to rank tourist attractions, with also relying on past experience. In this paper we examine possible applications of these two models in tourism in Serbia. The example is hypothetical, but it will serve as a base for future research. Three types of tourism are chosen as a representative in Vojvodina: Cultural, Rural and Business tourism, because they are the bright spot of touristic development in this area. Applied on these forms, analytic hierarchy process has shown its strength in predicting tourists’ preferences.
topic marketing approach
tourists’ preferences
Bayesian network
AHP method
url http://www.dgt.uns.ac.rs/turizam/arhiva/vol_1601_2.pdf
work_keys_str_mv AT natasapapicblagojevic usingbayesiannetworkandahpmethodasamarketingapproachtoolsindefiningtouristspreferences
AT tamaragajic usingbayesiannetworkandahpmethodasamarketingapproachtoolsindefiningtouristspreferences
AT nenadđokic usingbayesiannetworkandahpmethodasamarketingapproachtoolsindefiningtouristspreferences
_version_ 1721225763259154432