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...
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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 |
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