Application of rough set and netnography in tourism marketing analysis

Sajjadian, Fatemeh; Sheikh, Reza; Souri, Mohammad Kazem; Sana, Shib Sankar

doi:10.1108/jm2-02-2018-0029

Cited by 9 publications

(7 citation statements)

References 28 publications

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“…The scope that certainly belong to the desired collection in defined as low approximation and the scope that can't certainly belong to the desired collection is defined as upper approximation. Equations ( 3) and ( 4) showed lower and upper approximations (Sajjadian et al 2018):…”

Section: Rough Set Theorymentioning

confidence: 99%

The impact of digital marketing strategies on customer’s buying behavior in online shopping using the rough set theory

Forghani

Sheikh

Hosseini

et al. 2021

Int J Syst Assur Eng Manag

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Digital Marketing strategies are sets of controllable e-marketing variables that organizations combine to achieve marketing goals and to meet customers' needs. These strategies are the most important factors that electronic-marketing managers pay attention to the best strategy in order to achieve sales and profitability. This study aims to investigate the effect of these strategies on the buying behavior of customers in online shopping stores in Tehran. For this purpose, five best-selling online stores in Tehran are selected and 79 samples are taken from each of them. For data collection, a 2-tuple fuzzy linguistic representation model is used in order to no lose the linguistic information obtained from customers. For data analyzing and extracting proper rules, two approaches of the rough set theory are used. Based on the results provided by Rosetta software, five rules governing customer behavior are identified as the most important factors affecting buying behavior in online shopping. To evaluate the result, a comparison is carried out between the extracted rules using the proposed rough set technique and the tree diagram of the data obtained by Rapidminer software. Almost all provided rules are confirmed through this comparison along with the opinions of experts. Some of key results according to the obtained rules indicate that the most important digital marketing strategy is the search engine optimization. Moreover, the social media marketing and recommender engine play as second important issue of the marketing management.

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Section: Rough Set Theorymentioning

confidence: 99%

The impact of digital marketing strategies on customer’s buying behavior in online shopping using the rough set theory

Forghani

Sheikh

Hosseini

et al. 2021

Int J Syst Assur Eng Manag

Self Cite

View full text Add to dashboard Cite

show abstract

“…If α ( X ) = 1, the set X is considered as a crisp. In other words, if the number is less than 1, the set is a rough set (Sajjadian et al , 2018).…”

Section: Rough and Grey Set Theorymentioning

confidence: 99%

Corporate sustainability assessment based on rough-grey set theory

Karimi

Hojati

2021

JM2

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Purpose The purpose of this paper is to design an inference engine to measure the level of readiness of each bank before starting the corporate sustainability auditing process. Based on the output of the designed inference engine, the audition team can decide about the audition resources and the auditing process. Design/methodology/approach In this paper, the hybrid rough and grey set theory are used to design and create a rule model system to measure the sustainability level of banks. First, 16 rule models are extracted using rough set theory (RST), and the cross-validation of each model is done. Then, the grey clustering is used to combine the same condition attributes and improve the validity of the final model. A total of 16 new rule models are extracted based on the decreased condition attributes, and the best model is selected based on the cross-validation results. Findings By comparing the accuracy of rough-gray’s rule models and as a result of decreasing the condition attributes, a proper increase in the accuracy of all models is obtained. Finally, the Naive/Genetic/object-related reducts model with 95.6% accuracy is selected as an inference engine to measure new banks’ readiness level. Originality/value Sustainability measurement of banks based on RST is a new approach in the field of corporate sustainability. Furthermore, using the grey clustering for combining the condition attributes is a novel solution for improving the accuracy of the rule models.

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“…Based on the rough set theory, this research proposes an algorithm with related concepts. Sajjadian et al (2018) based on the rough set theory have found that beauty, cultural attractions, safety, welfare, costs and dealing with passengers are the factors affecting consumer behavior in the tourism industry. Sajjadian et al (2018) only used the rough set theory to discover the rules; however, the ranking data have not been further explored.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Sajjadian et al (2018) based on the rough set theory have found that beauty, cultural attractions, safety, welfare, costs and dealing with passengers are the factors affecting consumer behavior in the tourism industry. Sajjadian et al (2018) only used the rough set theory to discover the rules; however, the ranking data have not been further explored. Therefore, the research based on the rough set theory presents a new algorithm to deal with ranking data for decision-makers to make decisions while planning a suitable restaurant for dining.…”

Section: Literature Reviewmentioning

confidence: 99%

The relative decision-making algorithm for ranking data

Chen

2020

DTA

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PurposeDecision-making is always an issue that managers have to deal with. Keenly observing to different preferences of the targets provides useful information for decision-makers who do not require too much information to make decisions. The main purpose is to avoid decision-makers in a dilemma because of too much or opaque information. Based on problem-oriented, this research aims to help decision-makers to develop a macro-vision strategy that fits the needs of different clusters of customers in terms of their favorite restaurants. This research also focuses on providing the rules to rank data sets for decision-makers to make choices for their favorite restaurant.Design/methodology/approachWhen the decision-makers need to rethink a new strategic planning, they have to think about whether they want to retain or rebuild their relationship with the old consumers or continue to care for new customers. Furthermore, many of the lecturers show that the relative concept will be more effective than the absolute one. Therefore, based on rough set theory, this research proposes an algorithm of related concepts and sends questionnaires to verify the efficiency of the algorithm.FindingsBy feeding the relative order of calculating the ranking rules, we find that it will be more efficient to deal with the faced problems.Originality/valueThe algorithm proposed in this research is applied to the ranking data of food. This research proves that the algorithm is practical and has the potential to reveal important patterns in the data set.

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Application of rough set and netnography in tourism marketing analysis

Cited by 9 publications

References 28 publications

The impact of digital marketing strategies on customer’s buying behavior in online shopping using the rough set theory

The impact of digital marketing strategies on customer’s buying behavior in online shopping using the rough set theory

Corporate sustainability assessment based on rough-grey set theory

The relative decision-making algorithm for ranking data

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