A model to evaluate the effect of the Internet marketing on hotels performance in fuzzy environment

Rapid growth of Internet marketing in hotel industry has triggered several studies on hospitality, internet reservation, and effect of Internet marketing in hotel performance. Websites designed for marketing are specifically effective in dealing with intangible nature of hotel services and wining competitive advantages. In the case of tourism organizations, the content of websites provides more opportunity for participation the customer. In addition, such websites can be used as a source of information regarding preferences of the customers and to provide customized services. Knowing this, Internet marketing and assessment of its performance have been subject of many studies. On the other hand, qualitative nature of the Internet marketing variables highlights necessity of using fuzzy logic. Therefore, the present study is an attempt to assess the effect of Internet marketing on performance of hotels using a mathematical model based on date envelope analysis (DEA) and Gray’s Entropy in fuzzy environment. As in the recommended model used of gray entropy technique to determine the high and low coefficients of input and output variables and used of fuzzy DEA technique to determine the efficiency of E-marketing. The using of output entropy and Composition gray with the DEA, provided the new model for evaluating E-marketing in fuzzy environment.