Using Bayesian network and AHP method as a marketing approach tools in defining tourists’ preferences

Abstract

Marketing approach is associated to market conditions and achieving long term profitability of a company by satisfying consumers’ needs. This approach in tourism does not have to be related only to promoting one touristic destination, but is associated to relation between travel agency and its clients too. It considers that travel agencies adjust their offers to their clients’ needs. In that sense, it is important to analyze the behavior of tourists in the earlier periods with consideration of their preferences. Using Bayesian network, it could be graphically displayed the connection between tourists who have similar taste and relationships between them. On the other hand, the analytic hierarchy process (AHP) is used to rank tourist attractions, with also relying on past experience. In this paper we examine possible applications of these two models in tourism in Serbia. The example is hypothetical, but it will serve as a base for future research. Three types of tourism are chosen as a representative in Vojvodina: Cultural, Rural and Business tourism, because they are the bright spot of touristic development in this area. Applied on these forms, analytic hierarchy process has shown its strength in predicting tourists’ preferences.

Keywords

• marketing approach
• tourists’ preferences
• Bayesian network
• AHP method