Using Multicriteria Futuristic Fuzzy Decision Hierarchy in SWOT Analysis: An Application in Tourism Industry

In this paper, a quantitative multicriteria futuristic fuzzy decision hierarchy (MFFDH)-based SWOT (strengths, weaknesses, opportunities and threats) analysis has been carried out to determine priorities among significant factors related to tourism’s internal and external environment. In MFFDH model, the fuzzy logic is combined with analytic hierarchy process (AHP) to overcome the uncertainty in decision making process. The utilization of MFFDH with SWOT yields analytically determined priorities for the factors included in SWOT analysis and makes them more commensurable. The hybrid method has been applied in connection with a case study on tourism industry in Agra (India) and result indicates that the factors related to tourism’s internal environment (strengths and weaknesses) are relatively more important than external factors (opportunities and threats). In addition, strengths group turned out to have the highest priorities while threats group have the lowest priorities. Using Multicriteria Futuristic Fuzzy Decision Hierarchy in SWOT Analysis: An Application in Tourism Industry