A Novel Approach to Service Design within the Tourism Industry: Creating a Travel Package with AHP-TRIZ Integration

Creating a suitable travel package has become increasingly difficult for businesses within the tourism industry because of various factors affecting tourists’ decision-making behavior and businesses’ desire to make profits. This paper proposes novel approach service design by integrating analytic hierarchy process (AHP) theory inventive problem solving (TRIZ) while taking into account both consumer business perspectives. Through case study application, we identify most important with AHP Delphi method then solve existing contradiction TRIZ. We collect qualitative quantitative data from experts visitors through survey consisting 56 fully completed responses target only 35 as required AHP. analyze these using Super Decisions software obtain necessary results. helps weigh rank 4 criteria 16 sub-criteria, whereas TRIZ provides recommendations resolve contradiction, based on 40 principles, create cost-effective Belize in Central America. The main was feasibility versus cost, applicable corresponding principles were dynamization, self-service, local quality, prior action. Overall, this gives vital insights sector anyone interested topic precise AHP-TRIZ application framework clear procedures. results methodologies could also help scholars academics future applications other research fields or possible expansions new approach.