Determination of Attributes Affecting Price-Performance Using Fuzzy Rule-Based Systems: Online Ratings of Hotels by Travel 2.0 Users

Abstract

Purpose Fuzzy rule-based system (FRBS), a soft computing method used for big data analysis, is used to determine which single hotel attribute or interrelated hotel attributes used in Travel 2.0 data play a role on price-performance (PP). Design/methodology/approach FRBS, based on fuzzy set theory, is used using the data set of four- and five-star hotels in the Alanya destination in Turkey collected from HolidayCheck.de website for the period between 2009 and 2016. Findings Single attributes do not have an impact on PP. At least two or more attributes are necessary to have an impact on PP. Compensations among attributes that are observed to be leading to PP not to change from their current level. Instead of assuming a linear relationship between hotel attributes and PP, non-linearity should often be assumed. In addition, some hotel attributes do not have an impact on PP until some other attribute reaches a certain level. Research limitations/implications The limitations of this research can be grouped under two topics. While the first is related to data, which is German-speaking tourists staying at four- and five-star hotels between 2009 and 2016, the second is the limitation on generalizability. By implementing other types of data related to hotel attributes, new insights can be generated to shed light on different aspects of the relationship between hotel attributes and PP or other measures such as overall evaluation. Originality/value A data-driven model called FRBS is constructed using original verbal statements. Novel insights pertinent to relations between hotel attributes and PP have been extracted. Keywords:Travel 2.0, Fuzzy set theory, Fuzzy set theory, Hotels in Alanya, Consumer generated