建構清境地區民宿經營者選擇禮券發行方法決策架構

Developing a Decision Model for Solving Travel Gift Certificate Issuing Problem for Cingjing B&B Owners

本研究探討民宿產業在選擇禮券發行方法的決策模式，分析清境地區民宿經營者如何選擇發行禮券的方法，使其服務藉由票券化，透過行銷通路銷售給消費者。本研究透過文獻回顧與清境地區民宿經營者訪談，彙整影響民宿經營者選擇發行禮券方法決策相關因素，並藉由兩階段問卷建立決策模式。由於民宿業者擁有的資源與資訊有限，在決策上有不精準的特質，因此本研究整合模糊理論於決策分析：利用模糊德菲問卷法（Fuzzy Delphi Method，FDM）篩選重要評選準則，再運用分析層級法（Analytic Hierarchy Process，AHP）建立層級結構。接續運用模糊分析層級法問卷（Fuzzy Analytic Hierarchy Process，FAHP）調查清境地區民宿經營者對篩選過的評選準則重要性評價，再以相似性整合法（Similarity Aggregation Method，SAM）整合問卷填答者對各評選因素的評價，最後進行解模糊、權重計算，以及一致性檢定等步驟，以完整建構模式。Our research develops a selection model for solving travel gift certificate issuing problem for B&B owners in Cingjing Area. We compile factors influencing Cingjing B&B owners' decision in choosing the method for issuing travel gift certificate by literatures review and Cingjing B&B owners interviews, then develop a selection model through two-stage questionnaire surveys and an aggregation process. Because B&B owners' decisions, in nature,own imprecise and fuzzy feature, we integrate fuzzy theory into model development process. In the first stage, we employ FDM to design questionnaire to extract out major evaluation criteria. In the second stage, FAHP is applied to design questionnaire to investigate the evaluation of Cingjing B&B owners on the selected criteria. After that, SAM is used to combine assessments from different B&B owners. In the last step, the aggregated results are processed through defuzzification, weight calculation, and consistency test to completely develop the model.