酒店选址:用模糊TOPSIS法确定区位因素

IF 0.7 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM European Journal of Tourism Hospitality and Recreation Pub Date : 2020-12-01 DOI:10.2478/ejthr-2020-0019
Ebru Ulucan
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引用次数: 3

摘要

与其他行业一样,选择最佳的酒店投资地点非常重要。由于有太多的选择和不断变化的旅游需求,酒店业内部竞争激烈。因此,所有投资者都希望他们的房产位于最有利可图和最具竞争力的地点。要做到这一点,他们应该通过进行充分分析的可行性研究来决定酒店的选址。酒店区位选择会受到自然因素、经济因素、社会文化因素、法律因素、心理因素和集聚效应等因素的影响。所有这些因素都对酒店的商业成功起着重要的作用。然而,特别是在最近几年,越来越多的酒店投资让人怀疑这些因素没有得到适当的考虑。有了这个疑问,本研究的主要问题就暴露出来了:投资者在投资决策中主要考虑哪些因素,他们如何决定酒店的最佳选址?这些问题也创造了本文的目的,即确定对投资者重要的因素,并找出最受选择的投资区在哪里。为了实现这一目标,伊斯坦布尔根据其集聚效果划分为五个集聚(投资)区,如历史半岛、塔克西姆-别伊克塔伊茨-Şişli、Sarıyer-Maslak-Levent、机场区和安纳托利亚侧。然后,与来自这些地区的六位酒店投资者进行访谈,以获得他们对投资决策的意见。利用模糊TOPSIS法对收集到的信息进行分析,定量计算投资者的主观想法。然后,计算投资区内的偏好顺序,以确定最受投资者欢迎的地点。结果表明,影响酒店区位选择的最主要因素是集聚效应和经济性因素。根据偏好顺序,最受欢迎的地点被确定为历史半岛,包括法提赫,Eminönü,苏丹艾哈迈德和托普卡比区。
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The Hotel Site Selection: Determining Locational Factors by Fuzzy TOPSIS
Abstract Just like in other industries, it is very important to choose the best possible location in hotel investments. As there are too many alternatives and changing touristic demands, there is serious competition within the hospitality sector. Therefore, all the investors want their properties located at the most profitable and competitive sites. To do so, they should decide the hotel location site by doing a well-analysed feasibility study. The hotel location selection can be influenced by some elements such as natural, economical, socio-cultural, legal, psychological factors and agglomeration effects. All of these factors have important roles of a hotel’s business success. However, especially in the last few years, the increasing numbers of hotel investments call in doubt that these factors are not considered properly. With this doubt, the main problems of this research have been revealed: what main factors do the investors consider in their investment decisions, and how do they decide the best site to locate the hotel? These problems also create the aims of this paper, which are to determine the factors that are important for investors and to find out where the most selected investment zones are. To achieve this goal, Istanbul has been divided into five agglomeration (investment) zones such as Historical Peninsula, Taksim-Beşiktaş-Şişli, Sarıyer-Maslak-Levent, Airport Area and Anatolian Side, according to their agglomeration effects. Then, interviews were completed with six hotel investors from these areas in order to get their opinions about the investment decisions. The gathered information has been analysed by the fuzyy TOPSIS method, which helps to calculate the subjective thoughts of the investors in a quantitative way. Then, the order of preference within the investment zones was calculated to determine the most popular site among the investors. The results showed that the most important factors for hotel location selection are agglomeration effects and economical factors. According to the order of preference, the most preferred location site has been determined as the Historical Peninsula, which includes Fatih, Eminönü, Sultan-ahmet and Topkapı zones.
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European Journal of Tourism Hospitality and Recreation
European Journal of Tourism Hospitality and Recreation HOSPITALITY, LEISURE, SPORT & TOURISM-
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