Using a hybrid fuzzy MCDM model to evaluate hotel giving priorities.

• Main Authors: WU,YU-CHING, 吳御菁
• Other Authors: LIN, CHIEN-PANG
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/kz3925

碩士 === 長榮大學 === 經營管理研究所 === 106 === To evaluate hotel giving priorities, this study uses a hybrid fuzzy multi-criteria decision making (MCDM) model based on the concept of ideal and anti-ideal solutions and fuzzy set theory. The model can prioritize giving practices by assessing various attributes of corporate giving (CG) in terms of their importance and performance. The hierarchical structure comprises three criteria (motives), nine sub-criteria (determinants), and five feasible giving alternatives (practices). Algorithm results reveal three key findings. First, among the five hotel CG alternatives, sustainable environmental practice is the best choice, followed by seriousness of social need, community affairs, customer and public relationship, and human resource development. Second, the ranking of three criteria in terms of importance in assessing hotel CG decision making is economic, ethical and managerially discretionary criteria. Third, among the nine sub-criteria, economic (customer loyalty and profitability) and ethical (consequentialist ethics) sub-criteria outweigh the others in affecting CG decisions. Keywords: Fuzzy MCDM; Giving priorities; Hotel corporate giving