Fuzzy Rule-based Analysis of Promotional Efficiency in Vietnam’s Tourism Industry

This study aims to determine an effective method of measuring the efficiency of promotional strategies for tourist destinations. Complicating factors that influence promotional efficiency (PE), such as promotional activities (PA), destination attribute (DA), and destination image (DI), make it difficult to evaluate the effectiveness of PE. This study develops a rule-based decision support mechanism using fuzzy set theory and the Analytic Hierarchy Process (AHP) to evaluate the effectiveness of promotional strategies. Additionally, a statistical analysis is conducted using SPSS (Statistics Package for Social Science) to confirm the results of the fuzzy AHP analysis. This study finds that government policy is the most important factor for PE and that service staff (internal beauty) is more important than tourism infrastructure (external beauty) in terms of customer satisfaction and long-term strategy in PE. With respect to DI, experts are concerned first with tourist perceived value, second with tourist satisfaction and finally with tourist loyalty.