A Service of
Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics
Göksu, Ali; Kaya, Seniye Erdinç
Article Ranking of Tourist Destinations with Multi- Criteria Decision Making Methods in Bosnia and Herzegovina
Economic Review: Journal of Economics and Business
Provided in Cooperation with: Faculty of Economics, University of Tuzla
Suggested Citation: Göksu, Ali; Kaya, Seniye Erdinç (2014) : Ranking of Tourist Destinations with Multi-Criteria Decision Making Methods in Bosnia and Herzegovina, Economic Review: Journal of Economics and Business, ISSN 1512-8962, University of Tuzla, Faculty of Economics, Tuzla, Vol. 12, Iss. 2, pp. 91-103
This Version is available at: http://hdl.handle.net/10419/193841
Standard-Nutzungsbedingungen: Terms of use:
Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes.
Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle You are not to copy documents for public or commercial Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich purposes, to exhibit the documents publicly, to make them machen, vertreiben oder anderweitig nutzen. publicly available on the internet, or to distribute or otherwise use the documents in public. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, If the documents have been made available under an Open gelten abweichend von diesen Nutzungsbedingungen die in der dort Content Licence (especially Creative Commons Licences), you genannten Lizenz gewährten Nutzungsrechte. may exercise further usage rights as specified in the indicated licence. www.econstor.eu . Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 ///
RANKING OF TOURIST DESTINATIONS WITH MULTI-CRITERIA DECISION MAKING METHODS IN BOSNIA AND HERZEGOVINA
Ali Göksu *, Seniye Erdinç Kaya **
ABSTRACT 1. INTRODUCTION
Developments in communication and Millions of people travel abroad for transportation technology have increased commercial, educational, and tourist purposes access to formerly distant destinations in an among many others. Governments or tourist unprecedented way. Tourist centers develop agencies should provide and afford this kind new strategies to increase their share in this of request for tourist satisfaction, and tourist growing market. Travel agencies put up companies should show some effort to meet advertisements to keep their present customers the extreme demand from people in making and attract the new ones. Because customers decision. Moreover, travel agencies are have a wide array of alternatives to choose required to prepare a detailed table about all from, appropriate strategies should be the criteria and alternatives before people developed to persuade customers during their make their decisions. According to Bosnia and decision-making process. In this study, six Herzegovina (BiH) tourism report, tourist centers in Bosnia and Herzegovina approximately four hundred thousand (BiH) were analyzed according to the criteria tourists visited the country in 2011, which used by customers as they decide on their means tourism is a rising-value in BiH vacation destinations. The data were collected (Agency for Statistics 2012). from four travel agencies by means of focus group interviews. The interview data were The study employed AHP and TOPSIS analyzed with Fuzzy Analytic Hierarchy Process methods as well as fuzzy logic, owing to the (FAHP) and Technique for Order Preference by ambiguous structure of tourism and tourist Similarity to Ideal Solution (TOPSIS), which are decision making. The obtained data were methods of multi-criteria decision making evaluated by the fuzzy analytic hierarchic (MCDM). The criteria used in the study were process. determined by the teams in the agencies that Specifically, every tourist has an individual were the experts in the local conditions of the opinion about tourist center selection, and country. The aim of the study was to extract the therefore the following factors have been main criteria that influence tourists to visit BiH considered: easy transportation, cost, belief and provide a ranking of tourist destinations in and doctrines from history and culture, terms of popularity. natural beauty, and entertainment.
Keywords: Tourist Centers, Fuzzy AHP, The study aimed at ranking tourist TOPSIS, Multi Criteria Decision Making, Bosnia destinations in BiH using multi-criteria and Herzegovina decision making methods and fuzzy analytic JEL: C44, C61 hierarchy process. Fuzzy analytic hierarchy process and other similar methods have been
* International Burch University, Faculty of Economics, [email protected] ** International Burch University, Faculty of Economics, [email protected]
91 /// /// . Göksu A., Kaya S. E. . employed in the studies regarding the field of marketing promotional strategy are the best tourism. Such methods are considered strategies for enhancing the tourism revival appropriate for this study as well. Therefore, process. this study seeks answers to the following questions: Nekooee, Karami and Fakhari (2011) assessed prioritization of urban tourist attractions 1. What is the ranking of important tourist based on analytical hierarchy process in Iran. destinations in BiH? They examined various tourist attractions of 2. What is the ranking of the criteria Birjand in cultural-historical, man-made and considered by visitors in selecting natural dimensions through multi-criteria tourist destionations in BiH? assessment method of analytical hierarchy process (AHP). They emphasized that the 2. LITERATURE REVIEW main tourist attractions at the international Earlier studies used Fuzzy AHP and TOPSIS to and national levels were cultural attractions determine tourist destinations in the world. In such as local music, dance, and lifestyle along the studied regions, each tourist destination with Akbarieh Garden, Rahim Abad Garden, was found to have its own specific properties. Lanai, Birjand Citadel, Archaeological and This study contributes to the literature by Anthropological museum, Forg Fort, analyzing a region that has not been studied. Charderakht Jama Mosque. They also Some researchers who studied certain regions indicated that the key influential criteria in are presented in the following part of the assessing and prioritizing tourist attractions paper. in Birjand were economic, infrastructural and tourist products, respectively. Jeo and Kim (2011) developed a Strategic Plan for a Tourist Destination using AHP. They used 3. DECISION MAKING fifteen SWOT factors and examined the Sometimes people with dominant roles in life relative weight of SWOT groups through focus have to solve a problem because of their group interviews with policy-makers in missions. Problems may occur when there is a Chuncheona tourist destination in South conflict between the intended situation and Korea. They indicated that policy makers the actual situation and at that very moment should be aware of strategic importance of the decision making process runs. Sometimes, internal factors in their planning to turn if it is possible to make the situation and the tourism resources into profitable products for decision closer to each other, there may be the tourism market. In addition, they additional problem solving perspectives. It is suggested a new approach to enhance policy the first step of decision making. makers’ decision to obtain a more comprehensive decision making tool for their Everybody in management positions faces effective strategic planning than using a new conditions and is engaged in the traditional method (e.g. SWOT). problem-solving process to appraise new opportunities. If administrators are able to Wickramasinghe and Takano’s (2009) study understand all this before the event occurs Application of Combined SWOT and Analytic they can then make many decisions to solve Hierarchy Process (AHP) for Tourism Revival the problem. Decision making means Strategic Marketing Planning used TOWS determining and choosing appropriate matrix to formulate alternative recovery options in a short period of time. After any strategies and identified the SWOT factors. decision, new conditions will bring new needs They found that proactive communication and operations (Eren 2003). strategy and isolation strategy with effective
/// 92 Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 . Ranking of tourist destinations with multi-criteria decision making methods in … ///
Decision making is a selecting process for perspective, it can be applied in government’s alternative action plans towards aims or budget distribution for maximum economic targets (Kuruüzüm & Atsan 2001, p. 86). goals or strategic steps of large international Proper and well-timed decision making will companies (Chen & Hwang 1992). give maximum advantage and benefit to the decision maker. Triantaphyllou (1998) says “Some of the industrial engineering applications of MCDM The first step in decision making is to accept contain the use of decision analysis in the existence of a problem and then to choose integrated manufacturing (Putrus, 1990), in the best solution if there are several of them. the evaluation of technology investment Here, the alternatives are evaluated against decisions (Boucher & McStravic, 1991), in certain criteria. Some qualifications within flexible manufacturing systems (Wabalickis, options are defined primarily. So three main 1988), layout design (Cambron & Evans, factors, that is aim, criteria, and qualification, 1991), and also in other engineering problems are evaluated together (Topcu 2000). (Wang & Raz, 1991). As an illustrative application, consider the case in which one 3.1. Multi Criteria Decision Making wishes to upgrade the computer system of a (MCDM) computer integrated manufacturing (CIM) Decision making includes uncertainty and facility.” risk, and decision-makers have varying levels Therefore, most commonly used MCDM of risk aversion. Decision making also includes methods are: qualitative and quantitative analyses and some decision makers prefer one form of 1 - Value-based methods (AHP, TOPSIS, analysis over the others. Decision making can SMARTS) be affected not only by rational judgment, but also by non-rational factors such as the 2 - Superiority methods (ELECTRE, personality of the decision maker, peer PROMETHEE) pressure, the organizational situation, and 3 - Interactive methods (PRIAM, STEM) others (Hahn 2003, p. 445). 4 - Other methods. The aim of MCDM methods is to help decision- makers learn about the problems they face, 3.2. Fuzzy analytic hierarchic process learn about their own and other parties' (FAHP) personal value systems, learn about organizational values and objectives, and The analytic hierarchy process (AHP) is a through exploring these in the context of the systematic approach developed by Saaty problem guide them in identifying a preferred (1980). It provides better solutions to course of action (Saydam 2006, p. 47). complex problems and employs hierarchical structures through developing priorities for MCDM can be applied in the all life segments different alternatives determined by the at every level. For instance, it can be used in decision makers (Brushan & Rai 2004, p. 15). micro perspective, when we make personal investment, buy property or make The fuzzy AHP technique is an advanced expenditure plan for family. Furthermore, it analytical decision making method developed can be used for commercial or non- from the AHP. In most cases, decision makers commercial strategic decisions at the are unable to judge uncertain preferences. production and consumption balance of However, fuzzy AHP methods eliminate those companies as a pre-analysis. In macro difficulties using fuzzy comparisons ratios. In
Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 93 /// /// . Göksu A., Kaya S. E. .
m FAHP, there are several techniques to detect M j ' (3) j1 gi priorities as mentıoned by Kabir and Hasin (2011). Chang’s (1992) extended the Fuzzy Perform the “fuzzy addition operation” of m AHP method and offered formulation of extent analysis values for a particular matrix selection problem. and new (l, m, u) set is obtained as follows: A variety of scales are used for Fuzzy AHP in m m m m applications (Göksu & Güngör 2008, p. 8). Mj l,, m u (4) gi j j j Triangular fuzzy number scales (TFN) are j i j 1 j 1 j 1 commonly used by various methods. The following scale in Table 3.1 is used in this Where l is the lower limit, m is the most study. promising and u is the upper limit value.
Table 3.1. Triangular Fuzzy Conversion Scale nm 1 M j (5) ij11gi Definition Triangular fuzzy Triangular scale reciprocal scale Just equal (1,1,1) (1,1,1) And apply the “fuzzy addition operation” of Equally (2/3, 1 , 3/2) (2/3 , 1 , 3/2) Mj ( j 1,2,3,.., m ) as follows; important gi Weakly (3/2, 2 , 5/2) (2/5, 1/2, 2/3) important n m n n n Moderately (5/2, 3 , 7/2) (2/7, 1/3, 2/5) Mj l, m u (6) important gi i i, i i1 j 1 i 1 i 1 i 1 Strongly (7/2, 4 , 9/2) (2/9, 1/4, 2/7) important 1 (Source: Lee et al., 2013, p. 350) nm 1 1 1 M j ,, (7) gi n n n ij11 u m l i1i i 1 i i 1 i 3.2.1. Chang’s Extent Analysis
In the traditional AHP method, each criteria is Step 2: normalized and their weights identified. The degree of possibility of Chang (1992) proposed the extent analysis to M(,,)(,,) l m u M l m u is defined apply the process depending on this hierarchy 2 2 2 2 1 1 1 for each criteria, gi, so that m extent analysis as: values for each criteria can be obtained by V( M M ) sup min ( ( x ), ( y ) (8) 2 1MM 1 2 using the following formula yx
1 2 3 m MMMM, , ,..., (1) V()()() M2 M 1 hgt M 1 M 2 M d gi g i g i g i 2 (9) 1, m21 m ise Where gi is the goal set (in 1,2,3,.., ) and 0, l12 u ise 1 all the M( j 1,2,3,.., n ) are Triangular lu gi 12 in others ()()m u m l Fuzzy Numbers (TFNs). 2 2 1 1
The steps of Chang’s analysis are: Both the values of VMM()12 and
VMM() are needed to compare M1 and Step 1: 21 M2 1 m n m s Mjj M (2) 3. Step: The degree possibility is given by i gii g j1 i 1 j 1
/// 94 Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 . Ranking of tourist destinations with multi-criteria decision making methods in … ///
VM( MM ,,...,) M V (( M MveM )( ) andandM ... ( M ) Step 2: To calculate the following normalized 1 2kk 1 2
minV ( M12 M ), i 1,2,3,...... , k decision matrix R ([rij]). i f (10) rij ( j 1,2,.., J ; i 1,2,..., n ) ij n 2 j j ij d’ (A1)= minV (S1≥Sk) (11) (15) For k=1,2,…,n ; k≠i the weight vector is Step 3: To calculate the following weighted '''' T W( d ( A12 ), d ( A ),...., d ( An ) (12) normalized decision matrix using its associated weights.
Where Ai (i=1, 2,..,n) are n elements.
vij w i r ij ( j 1,2,.., J ; i 1,2,.., n ) (16) 4. Step
Where wi indicates the weight of the ith The normalized weight vectors are criteria.
T W( d ( A12 ), d ( A ),...., d ( An ) (13) Step 4: To determine the following positive and negative ideal solutions. Where W is a non fuzzy number (Kahraman et A***** v, v ,..., v max v i A , min v i A al., 2004, p. 171). 12 i j ij j ij (17) 3.3. TOPSIS METHOD
A v , v ,..., v max v i A* , min v i A The TOPSIS (Technique for Order 12 i j ij j ij Performance by Similarity to Ideal Solution) (18) was introduced by Hwang and Yoon (1981). * - They indicate that the best alternative Where A indicates the benefit criteria, and A solution is the one that is closest to the indicates the cost criteria. positive ideal solution (PIS) and farthest from Step 5: To calculate the following separation the negative ideal solution (NIS). The positive measures, from the positive ideal solution ideal solution maximizes the benefit criteria (D*j) and minimizes the cost criteria. Also, the negative ideal solution maximizes the cost *n * 2 D() v v , (j=1,2,3,….,J) (19) criteria and minimizes the benefit criteria j i1 ij i (Wang & Elhag, 2006, pp. 309-319). From the negative ideal solution (Dj-) : There are plenty of studies in the literature n 2 which employ TOPSIS for MCDM problems. Dj i1() v ij v i , ( j=1, 2, 3,….,J) (20) Shyur and Shih (2006) recommend the following steps for TOPSIS method; Step 6: To calculate the following relative closeness of the alternative, Aj can be Step 1: To establish the following decision expressed as matrix for the ranking. FFF * Dj 12 n CC,( j 1,2,3,..., J ) (21) j DD* jj A1 f 11 f 12 f 1n (14) CC*j index value lies between 0 and 1. The D f A f f f ij2 21 22 2 n larger the index value,the better the importance of the alternatives. AJ f J12 f J f Jn
Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 95 /// /// . Göksu A., Kaya S. E. .
4. TOURISM OF BIH TOPSIS methods. The destinations selected are Sarajevo, country’s capital , for its tourist BiH is a country that has experienced fast facilities, Mostar for its famous Old Bridge, development about tourism in recent years. It Travnik for its splendid fortress, house of Ivo is situated in the southeast of Europe and at Andrić, and Islamic madrasah, Jajce for its the intersection of roads connecting Europe, amazing waterfall, Srebrenica for being a the Middle East, and North Africa. BiH has a place of Bosnian war genocide, and the suitable climate and geographic features, Olympic mountains Bjelašnica, Igman and natural beauty, and rich cultural and historical Jahorina for their winter tourism attractions. heritage (FİPA 2012). Sarajevo Until the 1992 war in BiH, the country had many sports facilities, infrastructure and Sarajevo is the capital and largest city of BiH. sports areas with developed transportation. The estimated population of Sarajevo is over Sarajevo, the capital of the country, 435,000. Nestled within the greater Sarajevo successfully hosted the 14th Winter Olimpic valley of Bosnia, it is surrounded by the Games in 1984. The war of 1992-1995 Dinaric Alps and situated along the Miljacka affected BiH tourism very negatively (Malcolm River in the heart of southeastern Europe and 2002). the Balkans. The city is historically famous for its traditional cultural and religious diversity, According to the World Tourism Organization, with adherents of Islam, Orthodoxy, BiH will have the third highest tourism growth Catholicism and Judaism coexisting there for rate in the period between 1995 and 2020. centuries. It was, until recently in the 20th Depending on this thriving tourism, BiH needs century, the only major European city with a domestic and foreign investments in the mosque, cathedral, church and synagogue tourism sector (TKB 2010). within the same neighborhood.
BiH is certainly attractive to new Mostar entrepreneurs, thanks to its intact nature, attractive rivers and lakes, available summer Mostar is 126 kilometers far from Sarajevo. It and winter seasons, and historical, religious, lies in the southeast of BiH. The population is and cultural aspects. It is assumed to be one of approximately 128,000. Mostar is the fifth favorite tourist destinations with these biggest city on the banks of the Neretva River features. Moreover, BiH has many religious in BiH. The Mostar Bridge goes by the name of and ethnic sacred sites along with all kinds of the Old Bridge and is the symbol of Mostar sport, entertainment, and festival places. Time (Benac et al., 1966). will show the adequacy of BiH for demands of tourism (Biggins & Crayne 2000). Travnik
After the 1992 war, official institutions Travnik is 96 kilometers away from Sarajevo accepted tourism as a basis for strategic to the north-west, with the population of growth, since the country already has winter 75.000. It was once the capital of tourism, eco tourism, spa tourism, religious Bosniaduring the Ottoman period of reign. and cultural tourism, and so on. From year to There is a river that runs through the center of year, hotel and restaurant incomes are on the Travnik, which is 514 meters above sea level. rise in gross national product (TKB 2010). The natural resource that stands out is the In this study, we selected six different tourist mountain Vlašić with a height of 1933 meters, destinations to be evaluated by AHP and and it is one of the highest mountains in BiH.
/// 96 Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 . Ranking of tourist destinations with multi-criteria decision making methods in … ///
The Travnik climate is continental and it Bjelašnica and Igman mountains of the Dinaric snows every year (Kresevljakovic 2007). Alps are 1,502 and 2,067 meters high respectively. The mountains attract many Jajce tourists and winter sport lovers, due to its Jajce is 164 kilometers away from Sarajevo closeness to the city, which is only 20 minute- with the population of 25,000. Jajce is located drive away. in central BiH, at the estuary of the river Pliva Jahorina mountain of the Dinaric Alps is 1916 into the river Vrbas. It was established in the meters high. The region is appropriate for th 14 century. Moreover, it had once become outdoor and winter sports. (Gomez 2005). the capital of the Bosnian Kingdom. It looks Bjelašnica, Igman and Jahorina mountains like a castle city because of the surrounding hosted the 14th Winter Olympic Games in walls. It was conquered in 1527 by the 1984. The games lasted 11 days and 49 Ottoman state. When the city was conquered, countries with 1,272 players took part. it moved to the Komotin castle. It is accepted as the last city that the Ottomans conquered in 5. EMPIRICAL ANALYSIS BiH (Mottahedeh & Pinson 1996). The method of Chang’s extent analysis on Srebrenica fuzzy AHP is used to analyze the data regarding multi-criteria decision making Srebrenica is a border city and 164 kilometers problems. away from Sarajevo. The population of the city is 36,000. The mining of the salt stands out as To determine the most preferred tourist an economic value. It looks like a small destinations in BiH, four travel agencies were mountain town. There is a thermal spa, the interviewed. Travel agencies were selected water of which is known to be useful for according to their share in the sector. The anemia, and skin disease. focus group interviews were conducted for these travel agencies to investigate what The Potočari region was an important place criteria are important for their customers. during the Bosnian war. There were civil people who were under protection by Three experts from each travel agency, a total Netherlands Peace Corps of the United of 12 people, have responded to the interview Nations. A memorial place was built here for questions carefully. the victims of the 1995 genocide. Every year, on July 11th, the missing dead bodies that are Determination of comparisons and weights is found and identified after the genocide are made through the following steps: buried in Potočari cemetery. Many tourists . Evaluation of seven main criteria come to Srebrenica to see the memorial center according to the main goal and signs of the Srebrenica genocide every . Evaluation of sub-criteria regarding the year. Most visited places are: the memorial main criteria center, Franciscan church, thermal spring spa, and White Mosque (Bijela džamija) (Malcolm . Evaluation of alternatives for all sub- 2002). criteria (Başlıgil, 2005)
Bjelašnica, Igman and Jahorina Mountains The following criteria and alternatives are determined based on the similar studies in the Bjelašnica and Igman mountains are 25 literature and travel agencies’ comments. kilometers away from Sarajevo city center. Jahorina is 12 kilometers away from the city.
Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 97 /// /// . Göksu A., Kaya S. E. .
Main Criteria: Transportation, Natural Beauty, The criteria of Hygiene has the highest History, Culture, Belief, Doctrine, value with 0.36. Quietness has the second Entertainment, Spa, Cost. highest value. View has the lowest value.
Sub-Criteria: Lake, River, Mountain, Forest, The criteria of Islam has the highest value the Roman Period, the Ottoman Period, the with 0.30. Catholicism, Orthodoxy, 20th century period, Islam, Catholicism, Atheism follow respectively. Judaism has Orthodoxy, Judaism, Atheism, Hunting, the lowest value. Climbing, Skiing, Rafting, Paragliding, Quietness, View, Hygiene. Skiing criteria has the highest value with 0.26. Hunting and Climbing have equal Alternatives: Sarajevo, Mostar, Travnik, Jajce, values and Paragliding follows them. Srebrenica, Bjelašnica, Igman and Jahorina Rafting has the lowest value. mountains. The Comparisons of sub-criteria and The method of Chang’s extent analysis on alternatives is given as follows: fuzzy AHP is used in the analysis. Fuzzy synthetic values are obtained by using the Sarajevo is the most important consistent fuzzy comparison matrix. Then, the alternative with 0.22 considering river overall goal is calculated with respect to the and lake criteria. Mostar, Jajce, and value of fuzzy synthetic extent. All calculations Travnik alternatives follow respectively. are made by Microsoft Excel. The priority Srebrenica and Bjelašnica, Igman and weights are obtained from the results of Jahorina mountains are less important criteria, sub-criteria, and alternatives by using alternatives equally. Fuzzy AHP. The TOPSIS related computations The comparison of the Roman period sub- have been conducted by using obtained criteria with alternatives: weights. Sarajevo is the most important According to table in APPENDIX 2, the criteria alternative with 0.29 considering the of Natural Beauty and History-Culture have Roman period criteria. Mostar, Travnik, the highest values with 0.18. The criteria of Jajce, and Srebrenica alternatives follow Transportation and Entertainment follow respectively. Bjelašnica, Igman and them. The criteria of Belief-Doctrine and Spa Jahorina mountains are less important have equal values. Cost criteria has the lowest alternatives. value. The comparison of the Ottoman period sub- The comparisons of main criteria and sub- criteria with alternatives: criteria are given as follows: Sarajevo is the most important The criteria of River-Lake and Mountain- alternative with 0.37 regarding the Forest have equal values. Ottoman period criteria. Mostar, Travnik, The criteria of the Ottoman period has the Jajce, and Srebrenica alternatives follow, highest value with 0.42. The 20th century respectively. Bjelašnica, Igman and period has the second highest value. The Jahorina mountains are less important Roman period has the lowest value. alternatives.
The degrees of importance obtained through computations are summarized in Table 5.1 and Table 5.2.
/// 98 Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 . Ranking of tourist destinations with multi-criteria decision making methods in … ///
Table 5.1. TOPSIS Results TOPSIS results. This situation clearly shows Alternative Weight that both methods have calculated the scores Sarajevo 0.70 in accordance. Mostar 0.41 Bjelašnica-Igman-Jahorina 0.39 The advantages of the combined FAHP and Jajce 0.38 TOPSIS are that FAHP can collect the Travnik 0.37 qualitative and quantitative data effectively Srebrenica 0.34 and analyze the vague values with fuzzy logic As Table 5.1 shows, Sarajevo is the most and gives the rank of the alternatives, while preferred tourist destination in BiH. the TOPSIS method gives the rank by comparing each alternative to the ideal Table 5.2. Fuzzy AHP Results solution. In other words, the difference of Alternative Weight TOPSIS is to provide a relative score to each Sarajevo 0.32 alternative with respect to the ideal solution. Mostar 0.16 An alternative can have the first rank but may Travnik 0.15 not have a satisfactory TOPSIS score. Bjelašnica-Igman-Jahorina 0.14 Jajce 0.13 Srebrenica 0.10 The key findings of this study can be summarized as follows. According to the results presented in Table . Firstly, all tourist destinations have 5.1 and Table 5.2, Sarajevo and Mostar take different alternatives and tourists have the first two ranks and Srebrenica takes the different demands. Matching the last rank when compared by the Fuzzy AHP demands and alternatives will increase and TOPSIS analysis results. the circulation. Therefore, what tourists 6. RESULTS AND CONCLUSION want and what the alternatives are should be analyzed in detail. In economic terms, BiH is a developing . Secondly, these results indicate that the country. The destroyed infrastructure during government and travel agencies should the war slows down its development. know the strategic importance of internal In recent years, tourism has emerged as an and external factors for future tourist opportunity to utilize the natural workpower marketing and planning in BiH. potential of the country. The satisfaction of . Thirdly, instead of traditional methods tourists will surely attract the new ones. that analyze the factors affecting tourism, Therefore, tourists’ desires should strictly be scientific methods like FAHP, TOPSIS, considered in order to increase their Delphi, ANP, DEA, ANN etc. should be satisfaction. The country encompasses plenty used. of historical, natural, and cultural assets, and . Fourthly, natural beauty and historical its small size enables tourists to visit these and cultural criteria are the most comfortably. significant factors for attracting tourists. To extract the criteria and find their relative The major limitation of this study is that the effect, FAHP and TOPSIS methods are applied samples were collected for only six tourist to the data obtained from travel agencies. As destinations in BiH. Thus, the results cannot expected, Sarajevo has the highest score with be generalized to other tourist destinations. 0.32 and Srebrenica has the lowest with 0.10 in FAHP results, whereas the scores of the Therefore, the indicators from the limited area centers are 0.70 and 0.34 respectively in and the experts will be applicable to this case
Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 99 /// /// . Göksu A., Kaya S. E. . study area or other tourist destinations which 7. Chen S.J. & Hwang, C.L. (1992). Fuzzy have similar environments with selected Multiple Attribute Decision Making destinations. Future studies should be Method and Applications. New York: conducted with different tourist destinations Springer, Lecture Notes in Ekonomic to generalize or compare the findings of this and Mathematical Systems. study. Finally, all alternatives and all criteria could not be analyzed in this study. In further 8. Eren, E. (2003). Yönetim ve studies, other alternatives and criteria can be Organizasyon. İstanbul: Beta Yayınevi. added. 9. FIPA, (2012). Bosnia Herzegovina REFERENCES Tourism Sector, Sarajevo: FIPA.
1. Agencija za Statistiku (2012). Agencija 10. Gomez, M. (2005). Hiker's guide to za Statistiku. [Online] Bosnia and Herzegovina's 2000 metre Available at: peaks - and other selected adventures http://www.bhas.ba/saopstenja/2012/ forgotten beauty. Sarajevo: Buybook. TUR_2012M06_001_01%20bh.pdf 11. Göksu, A. & Güngör, İ. (2008). Fuzzy [Accessed 15.06.2012]. Analytic Hierarchy Process and Its 2. Başlıgil, H. (2005). The Fuzzy Analytic Application of University Preference Hierarchy Process For Software Ranking. Suleyman Demirel University Selection Problems. Journal of The Journal of Faculty of Economics and Engineering and Natural Sciences, pp. Administrative Sciences, 13(3), pp. 1-26. 24-33. 12. Hahn, E.D. (2003). Decision Making with 3. Benac, A., Čović, B., Pašalić, F., Basler, D., Uncertain Judgments: A Stochastic Miletić, N. & Andelić, P. (1966). Kulturna Formulation of Analytic Hierarchy istorija Bosne i Hercegovine: od Process. Decision Sciences , 34(3), pp. najstarijih vremena do početka turske pp.443-466, DOI: 10.1111/j.1540- vladavine. Sarajevo: Veselin Masleša. 5414.2003.02274.x.
4. Biggins, M. & Crayne, J. (2000). 13. Hwang, C.L. & Yoon, K. (1981). Multiple Publishing in Bosnia and Hercegovina, Attribute Decision Making Methods and Slavic & East European information Applications. Berlin: Springer-Verlag. resources / Slavic & East European 14. Joe, Y.A. & Kim, S. (2011). An Application information resources. New York: of SWOT-AHP to develop planning for a Haworth Information Press. tourist destination, Texas: 5. Brushan, N. & Rai, K. (2004). The Nutrition,Hospitality, and Retailing Analytic Hierarchy Process. %1 Department, Texas Tech University, içindeStrategic Decision Making Tourism Education. Applying the Analytic Hierarchy Process. 15. Kabir, G. & Hasin, A.A. (2011). s.l.:Springer, pp. 1-21. Comparative Analysis of AHP And Fuzzy 6. Chang, D.Y. (1992). Extent Analysis and AHP Models for Multicriteria Inventory Synthetic Decision. Optimization Classification. International Journal of Techniques and Applications, Cilt 1, pp. Fuzzy Logic Systems (IJFLS), 1(1), pp. 1- 352-355. 16.
/// 100 Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 . Ranking of tourist destinations with multi-criteria decision making methods in … ///
16. Kahraman, C., Cebeci, U. & Ruan, D. Analytical Hierarchy Process (AHP): A (2004). Multi-attribute Comparision of Case Study of Birjand, Iran, Iran: Iran Catering Service Companies Using Fuzzy Journal of Applied Business and AHP: The Case of Turkey. Int. J. Economics Vol. 12. Production Economics, 87, pp. 171-184. 24. Saydam, S. (2006). Determining the 17. Kresevljakovic, N. (2007). Grad iz Bajke. educational and managerial competency Travnik: s.n. needs of engineers; An application in Turkcell. Antalya(Antalya): Akdeniz 18. Kuruüzüm, A. & Atsan, N. (2001). University, MA Thesis. Analitik Hiyerarsi Yontemi ve Isletmecilik Alanindaki Uygulamalari. 25. Shyur, H.J. & Shih, H.S. (2006). A Hybrid Akdeniz Universitesi IIBF Dergisi, 1(1), MCDM Model for Strategic Vendor pp. 83-105. Selection. Mathematical and Computer Modelling, 44(7-8), pp. 749-761, 19. Lee, S.K., Mogi, G. & Hui, K.S. (2013). A doi:10.1016/j.mcm.2005.04.018. fuzzy analytic hierarchy process (AHP)/data envelopment analysis 26. TKB (2010). Bosna Hersek Sektor (DEA) hybrid model for efficiently Raporlari, Ankara: s.n. allocating energy R&D resources: In the case of energy technologies against high 27. Topcu, Y.İ. (2000). Integrated decision oil prices. Renewable and Sustainable aid model for multiattribute problem Energy Reviews, 21 (Mayıs, solving. İstanbul(Istanbul): Istanbul doi:10.1016/j.rser.2012.12.067), pp. Teknik University, Ph.D Dissertation. 347-355. 28. Triantaphyllou, E., Shu, B., Sanchez, S.N. 20. Malcolm, N. (2002). Bosnia: A Short & ve Ray, T. (1998). Multi-Criteria Story. Bosnia and Herzegovina: NYU Decision Making: An Operations Press; Updated edition. Research Approach. Encyclopedia of Electrical and Electronics Engineering, 21. Mendoza, G.A. & Praphu, R. (2003). John Wiley & Sons, New York, pp. Vol. 15, Qualitative multi-criteria approaches to 175-186. assessing indicators of sustainable forest resource management. Forest 29. Wang, Y.M. & Elhag, T.M.S. (2006). Fuzzy Ecology and Management, 174(1-3), pp. Topsis method based on alpha level sets 329-343. with an application to bridge risk assessment. Expert Systems with 22. Mottahedeh, R.P. & Pinson, M. (1996). Applications , 31(2), pp. 309-319, The Muslims of Bosnia-Herzegovina: doi:10.1016/j.eswa.2005.09.040. Their Historic Development from the Middle Ages to the Dissolution of 30. Wickramasinghe, V. & Takano, S. (2009). Yugoslavia. Auflage: Cambridge, Mass.: Application of Combined SWOT and Distributed for the Center for Middle Analytic Hierarchy Process (AHP) for Eastern Studies of Harvard University Tourism Revival Strategic Marketing by Harvard University Press. Planning: A Case of Sri Lanka Tourism, Sri Lanka: Journal of the Eastern Asia 23. Nekooee Z., Karami, M. & Fakhari, I. Society for Transportation Studies, (2011). Assessment and Prioritization of Vol.8. Urban Tourist Attractions Based on
Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 101 /// /// . Göksu A., Kaya S. E. .
APPENDIX 1: Analytic Hierarchy Process (AHP) Tree The Aim ↓ Criteria ↓ Sub-Criteria ↓ Alternatives ↓
JEVO
Transport SARA
Natural River-Lake Beauty Mountains-
forest MOSTAR
Roman History and Period Ottoman Culture Period 20th Century
Muslim TRAVNIK
Orthodoxy
The squencing of Belief and Catholicism Bosnia and Doctrine Herzegovina tourist Judaism destinations Atheism
Hunting SREBRENICA
Raftıng Entertainment
Climbing
Skiing CE
Paragliding JAJ
Quietness Thermal View
Spring- spa
J -
Hygiene I
- B
Cost
/// 102 Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 . Ranking of tourist destinations with multi-criteria decision making methods in … ///
APPENDIX 2: Fuzzy AHP Priority Weights
Economic Review – Journal of Economics and Business, Vol. XII, Issue 2, November 2014 103 ///