Discovering the hotel selection preferences of Hong Kong inbound travelers using the Choquet Integral.

Abstract: Modeling MCDM requires the simultaneous consideration of multiple criteria but traditional statistical techniques can only evaluate these factors independently. As such, it is vital for managers to have a clear picture of customers'' preferences in order to design more focused marketing strategies; whereas the existing body of work is unable to meet such a requirement. To tackle these challenges, we introduce a new technique based on deploying an aggregation function, the Choquet Integral (CI), in the tourism context. Focusing on a case study of the Hong Kong hotel industry, we demonstrate how this technique can be used to discover the preferences among travelers that affect their hotel selections. A set of criteria based on these preference profiles is then constructed. The findings are expected to benefit tourism managers worldwide. [Copyright &y& Elsevier]