Achieving Sustainable Development Goals in the Tourism Industry: A Spherical Fuzzy Methodology for Choosing the Best Sustainable Marketing Strategy for Hotel Businesses

Eray Turpcu; Vladimir  Simic; Ahmet Aytekin; Eda Bozkurt; Selçuk Korucuk

doi:10.31181/sems41202671

Authors

Eray Turpcu 1) Department of Tourism Management, Bulancak Kadir Karabaş Vocational School, Giresun University, Giresun, Türkiye Author https://orcid.org/0000-0003-2732-6222
Vladimir Simic 2) Department of Computer Science and Engineering, College of Informatics, Korea University, 145 Anam-ro, Seongbuk-gu, Seoul 02841, Republic of Korea; 3) BEU-Scientific Research Center, Baku Engineering University, Khirdalan City, Hasan Aliyev str. 120, AZ0101, Baku, Azerbaijan; 4) Faculty of Engineering, Dogus University, 34775 Umraniye, Istanbul, Türkiye Author https://orcid.org/0009-0003-5836-6881
Ahmet Aytekin 5) Department of International Trade and Business, Faculty of Political Sciences, Samsun University, Samsun, Türkiye Author https://orcid.org/0000-0002-1536-7097
Eda Bozkurt 6) Faculty of Open and Distance Education, Atatürk University, Erzurum, Türkiye Author https://orcid.org/0000-0001-7158-8049
Selçuk Korucuk 7) Department of Logistics Management, Bulancak Kadir Karabaş Vocational School, Giresun University, Giresun, Türkiye Author https://orcid.org/0000-0003-2471-1950

DOI:

https://doi.org/10.31181/sems41202671

Keywords:

Hotel Management Strategies, Sustainability, r,s,t-Spherical Fuzzy Sets, Nearest Solution to References, Step-Wise Weight Assessment Ratio Analysis

Abstract

Hotel business can be designed with sustainability considerations by using proper marketing strategies. When evaluating sustainable marketing strategies, many factors should be considered, including economic, environmental, social, and operational engineering management components. Because of their diversified and dynamic nature, sustainable practices in hotel businesses generate complicated uncertainties deriving from sustainability concerns. This study aims to investigate the sustainability practices of hotel establishments, identify success factors, and highlight the most ideal strategy choices. The research introduces a spherical fuzzy decision-making methodology for stakeholders in hotel businesses. It is found that the most important strategy within the framework of sustainable practices in hotel businesses is the "auxiliary sustainable marketing strategy". The findings of the study not only identify the key success factors for implementing sustainability in the hospitality industry but also propose artificial intelligence-based strategic approaches for the most effective and efficient applications.

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