Proposing appropriate strategies for domestic tourism promotion in developing country by fuzzy fermatean MCDM approach
نویسندگان
1 School of Tourism and Hotel Management, Dongbei University of Finance and Economics, Dalian, Liaoning, China.
2 Department of Business Administration, Faculty of Hopa Economics and Administrative Sciences, Artvin Çoruh University, Hopa, 08100, Artvin, Turkey.
3 Department of History and Archaeology, University of Dodoma, Tanzania.
4 Department of Civil Engineering, International School of Technical Education, Sichuan College of Architectural Technology, Deyang 618000, China.
doi
10.22105/jarie.2025.489833.1713چکیده
Promoting tourism is essential for the success of any destination. Nevertheless, despite the Tanzanian government’s various initiatives to boost the sector, significant challenges remain that obstruct its promotion. This study aims to identify challenges and strategies to promote the tourism sector. We introduce a novel hybrid method called Stepwise Weight Assessment Ratio Analysis (SWARA) method within a Fermatean Fuzzy (FF) environment and Alternative Ranking Order Method Accounting for two-step Normalization (AROMAN). FF-SWARA determines the relative importance of criteria, and AROMAN is employed to rank the strategies. Through sensitivity and comparative analyses, the study validates the effectiveness of this methodology, revealing that the primary obstacles to tourism promotion stem from a lack of domestic tourism development and marketing policy and strategy and the lack of domestic tourism promotion marketing packages. Additionally, the analysis identifies investing in domestic tourism infrastructure and increasing the visibility of tourist attractions and events as the most impactful strategies for overcoming these challenges. This study has significant practical implications for Tanzania's tourism sector by providing a strategic framework to address key challenges hindering domestic tourism growth.
