Nguyen Viet ANH, Nguyen Quang VINH, Dam Van KHANH

Fuzzy rule- based analysis of promotional efficiency in Vietnam's tourism industry

Bu çalışma, turizm sektöründe reklam stratejilerinin verimliliği analiz etmeyi amaçlamaktadır.Reklamcılık faaliyetleri, turistik yerlerin özellikleri ile bu yerlerin imajı, reklam verimliliğinietkileyen dinamikler olarak karşımıza çıkmaktadır. Çalışmada yöntem olarak reklam stratejilerininverimliliğini hesaplamada bulanık küme teorisi ve analitik hiyerarşi süreci kullanılmıştır. Buna ekolarak ortaya çıkan sonuçları teyit etmek amacıyla da SPSS yardımıyla istatistiksel analizleryapılmıştır. Çalışmadan elde edilen bulgular, reklam stratejilerinin verimliliğine ilişkin devletinyürütmüş olduğu çalışmaların birinci der eceden önemli olduğunu ortaya koymuştur. Bununyanında çalışmanın bulgularına göre müşteri memnuniyeti ve uzun dönemli stratejiler açısındanturistik yerlerde sağlanan hizmetlerin o bölgenin altyapı ve fiziki şartlarından çok daha önemliolduğunu ortaya çıkarmıştır. Son olarak ise turizm bölgesinin imajıyla ilgili olarak öncelikleturistlere verilen değer, akabinde de müşteri memnuniyeti ve turistlerin bölgeye olan sadakati,uzmanlar tarafından ön plana çıkarılmaktadır.

Vietnam turizm sektöründe reklam stratejilerinin bulanık kural tabanlı analizi

This study aims to determine an effective method of measuring the effic iency of promotionalstrategies for tourist destinations. Complicating factors that influence promotional efficiency (PE),such as promotional activities (PA), destination attribute (DA), and destination image (DI), make itdifficult to evaluate the effectiveness of PE. This study develops a rule -based decision supportmechanism using fuzzy set theory and the Analytic Hierarchy Process (AHP) to evaluate theeffectiveness of promotional strategies. Additionally, a statistical analysis is conducted using SPSS(Statistics Package for Social Science) to confirm the results of the fuzzy AHP analysis. This studyfinds that government policy is the most important factor for PE and that service staff (internalbeauty) is more important than tourism infrastructure (e xternal beauty) in terms of customersatisfaction and long- term strategy in PE. With respect to DI, experts are concerned first withtourist perceived value, second with tourist satisfaction and finally with tourist loyalty.

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