Fuzzy Decision-Making Trial and Evaluation Laboratory Model to Evaluate Key Factors Influencing Tourists' Decision in Choosing Tourist Spots in Indonesia

As the tourism sector today has become one of the promising sectors, there have been increasingly more attractive tourist spots offered. A well-managed tourist destination will increase the number of visitors and eventually bring multiple impacts such as economic growth, social development, improved infrastructure, and raising awareness of environmental conservation. In relation to this, decision-makers (DMs) in the tourism sector need to pay attention to key factors which can influence tourists to select a tour visit. Multiple criteria decision-making (MCDM) can be proposed to address the issue especially since several MCDM methods can evaluate, visualize criteria relationships, and prioritize key factors. Therefore, this study aims to evaluate the interrelationships among key factors influencing tourists’ decision in choosing a tourist spot using fuzzy decision-making trial and evaluation laboratory (F-DEMATEL). This decision-making model is demonstrated in a travel agency located in Yogyakarta Indonesia. There were five key criteria identified including attractions, amenities, access, reviews, and tourist price. With F-DEMATEL, there are two key criteria that have significant influence, namely attractions and tourist price, where these two criteria represent the cause category and the effect category, respectively. In practical terms, DMs can prioritize these two criteria to enhance their tourism services performances to increase tourists’ preferences.