A novel CINFUS-SWARA-TOPSIS methodology for evaluating horizontal Alliances between hotels and airlines

This study introduces an innovative approach to strategic decision-making in the hospitality business, with a focus on selecting the best hotel option for the Hotel Airlines Alliance in Türkiye. The incorporation of SWARA (Step-Wise Weight Assessment Ratio Analysis) and TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) approaches within the Continuous Intuitionistic Fuzzy Sets (CINFUSs) environment is an original effort in decision-making procedures. The evaluation process involved ten hotel alternatives and considered five criteria: Scale and scope possibility, Brand value, Tourism attraction, Operating cost, and Industrial conditions. In the second stage, the subjective criterion weights obtained in the first stage were utilized to rank the 10 hotel alternatives using the CINFUS-TOPSIS approach, with the highest preference potential being prioritized in the first position. The integration of SWARA and TOPSIS facilitated a comprehensive assessment that combined expert opinions (SWARA) for determining criteria weights and mathematical modeling (TOPSIS) for ranking alternatives.