An Approach Combining DEA and ANN for Hotel Performance Evaluation

For a hotel to succeed in the long run, it becomes vital to achieve higher profits along with increased performance. The performance evaluation of a hotel can signify its sustainable competitiveness within the hospitality industry. This article performs a two-stage study that combines data envelopment analysis (DEA) and artificial neural network (ANN) to evaluate hotel performance. The first stage to evaluate the efficiency for hotels is by using the DEA technique. The input variables considered are the number of rooms and the ratings corresponding to six aspects of a hotel (service, room, value, location, sleep quality, and cleanliness). Also, revenue per available room (RevPAR) and customer satisfaction (CS) are the output variables. The distinguishing factor of this article is that it involves the use of EWOM for performance evaluation. In the second stage, the performance of the hotels is judged by using the ANN technique. The ANN results showed that the performance of the hotels is quite good. Finally, discussions based on the results and scope for future studies are provided.