International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 10, Issue 5 (May 2023), Pages: 140-148

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 Original Research Paper

Selection of promotional media on tourist boats with fuzzy AHP and fuzzy TOPSIS

 Author(s): 

 Dutho Suh Utomo *, Dedy Cahyadi, Indah Fitri Astuti, Gubtha Mahendra Putra

 Affiliation(s):

 Engineering Faculty, Universitas Mulawarman, Samarinda, Indonesia

  Full Text - PDF          XML

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0003-4633-3153

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2023.05.017

 Abstract:

The tourism sector necessitates effective promotion to introduce tourist attractions, including tourist boats operating on the Mahakam River. Given the prevalence of the digital era, it is imperative to employ appropriate promotional channels that precisely target the intended audience. The selection of promotional media entails various criteria and alternatives, thereby making it highly suitable to employ a multi-criteria decision-making approach. Due to the inherent uncertainty in assessments, a fuzzy scale becomes indispensable. This research utilizes a combination of Fuzzy Analytic Hierarchy Process (Fuzzy AHP) and Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (Fuzzy TOPSIS) to address this issue. The findings of this study reveal that the order of importance for the criteria is as follows: Audience fit (C1), Reach (C2), Interactivity (C3), Cost (C4), Look and Feel (C5), and Frequency (C6). Regarding the selection of promotional media, social media (A1) emerges as the most effective medium when compared to web-based platforms (A2) and mobile applications (A3). The amalgamation of these two methodologies (Fuzzy AHP and Fuzzy TOPSIS) for the purpose of selecting tourism promotion media in Indonesia remains largely unexplored in prior research. Therefore, this study exhibits novelty and contributes to the existing knowledge concerning Multicriteria Decision Making and the selection of tourism promotion media in Indonesia.

 © 2023 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords: Fuzzy AHP, Fuzzy TOPSIS, Selection, Media promotion, Social media

 Article History: Received 30 November 2022, Received in revised form 16 March 2023, Accepted 20 March 2023

 Acknowledgment 

This study was funded by the Faculty of Engineering, Universitas Mulawarman. However, any opinions, findings, conclusions, or recommendations expressed in this report are those of the authors and do not reflect the views of the sponsors.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Utomo DS, Cahyadi D, Astuti IF, and Putra GM (2023). Selection of promotional media on tourist boats with fuzzy AHP and fuzzy TOPSIS. International Journal of Advanced and Applied Sciences, 10(5): 140-148

 Permanent Link to this page

 Figures

 Fig. 1  

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 

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