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Identification of Applicable YouTubers for Hotels: A Case Study of Integrated Hybrid MCDM Model

Author

Listed:
  • Lee-Chun Wu

    (School of Economics and Management, Sanming University, Sanming 365004, China)

  • Kuei-Lun Chang

    (Department of New Media and Communication Administration, Ming Chuan University, Taipei 111, Taiwan)

  • Tung-Lin Chuang

    (Department of Advertising and Strategic Marketing, Ming Chuan University, Taipei 111, Taiwan)

  • You-Shyang Chen

    (College of Management, National Chin-Yi University of Technology, Taichung 411, Taiwan)

  • Jung-Fa Tsai

    (Department of Business Management, National Taipei University of Technology, Taipei 106, Taiwan)

Abstract

The coronavirus disease 2019 (COVID-19) pandemic has caused a serious business recession in various walks of life, particularly in the full-service hotel industry. YouTube has one billion active users and is undoubtedly a social media platform that companies use to build relationships with customers and create value for brands. Marketers should be aware of YouTubers’ significant influence on complex decision-making processes. Given the above reasons, identifying a YouTuber attracts the concerns of various industries; thus, this important issue is focused on and offered the study’s rationality. This study proposes an integrated hybrid MCDM model to organize the four key techniques of FDM, DEMATEL, ANP, and TOPSIS to identify YouTubers for hotels. Consequently, 12 key criteria and four core dimensions were identified to improve the decision of optimal YouTubers for promoting sustainable development and increasing the efficiency of decision-making. From the limited literature review, the proposed hybrid model was not observed regarding YouTuber identification of hotels; thus, this study provides a superior application contribution to address this important and interesting topic for academicians and practitioners.

Suggested Citation

  • Lee-Chun Wu & Kuei-Lun Chang & Tung-Lin Chuang & You-Shyang Chen & Jung-Fa Tsai, 2022. "Identification of Applicable YouTubers for Hotels: A Case Study of Integrated Hybrid MCDM Model," Sustainability, MDPI, vol. 14(18), pages 1-23, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:18:p:11494-:d:914217
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    References listed on IDEAS

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    1. Rodney Duffett, 2020. "The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers," Sustainability, MDPI, vol. 12(12), pages 1-25, June.
    2. Jinyu Li & Asif Ullah & Jun Li & Shah Nazir & Habib Ullah Khan & Hanif Ur Rehman & Amin Ul Haq, 2020. "Attributes-Based Decision Making for Selection of Requirement Elicitation Techniques Using the Analytic Network Process," Mathematical Problems in Engineering, Hindawi, vol. 2020, pages 1-13, September.
    3. Chiuhsiang Joe Lin & Tariku Tamiru Belis & Dino Caesaron & Bernard C. Jiang & Tsai Chi Kuo, 2020. "Development of Sustainability Indicators for Employee-Activity Based Production Process Using Fuzzy Delphi Method," Sustainability, MDPI, vol. 12(16), pages 1-31, August.
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    Cited by:

    1. Enikő Korcsmáros & Bence Csinger, 2022. "Sustainable Competitiveness in the Case of SMEs—Opportunities Provided by Social Media in an International Comparison," Sustainability, MDPI, vol. 14(19), pages 1-18, September.

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