20.500.12556/DKUM-59365 Uporaba večkriterijskih odločitvenih modelov za ocenjevanje kakovosti ponudbe turističnih kmetij Application of the multicriteria decision making models for tourist farm's service quality assessment Obravnavani problem - kakovost ponudbe turističnih kmetij - smo razgradili na podprobleme oziroma parametre (kriterije) kakovosti ponudbe. Določili smo hierarhično strukturo štiridesetih kriterijev; vrhovni kriterij je alternativa, ki jo ocenjujemo – »turistična kmetija«. Podrejena kriterija sta »gost« in »gostitelj«. »Gostu« podrejeni kriteriji so »prostor«, »usluge« in »dodatna ponudba«; le-te sestavljajo še nižje ležeči kriteriji. »Gostu« podrejen je tudi kriterij »ponovno«. »Gostitelju« podrejena kriterija sta »načrti« in »zadovoljstvo«; slednji je razgrajen na podkriterije. V predhodni študiji (Potočnik 2006) smo izvedli anketo na sedmih slovenskih turističnih kmetijah: A, B, C, D, E, F in G, v katerih so anketirani gostje in gostitelji določili pomembnost posameznih parametrov kakovosti ponudbe turističnih kmetij in ocenili kakovost posameznih kriterijev turistične ponudbe ter skupno kakovost posameznih kmetij. Na osnovi izvedene primerjave ocen, ki so jih anketiranci dali posameznim parametrom turistične ponudbe določene kmetije in splošnemu vtisu o skupni kakovosti te kmetije, sklepamo na verodostojnost in uporabnost tako pridobljenih podatkov. Z metodo DEX smo v programu DEX-i razvili kvalitativni večkriterijski odločitveni model za ugotavljanje kakovosti ponudbe turističnih kmetij in ga v praksi preizkusili na vzorcu izbranih anketiranih kmetij. Izid so ocene kakovosti ponudbe posamezne turistične kmetije in razvrstitev kmetij po kakovosti. Od sedmih so štiri kmetije dobile najvišjo možno kvalitativno oceno »zelo dober«; to so kmetije B, C, F in G. Dve kmetiji: A in D sta ocenjeni z »dober«, kmetija E pa z »dober; zelo dober«. Izid za kmetijo E je posledica primankljaja podatkov s strani gostitelja. Tak izid dokazuje, da je model DEX uporaben tudi v primeru pomanjkljivih podatkov in nas napotuje k razmisleku o vzrokih in posledicah: »kaj - če«. Kmetije smo v modelu DEX lahko razvrstili po kakovosti od najboljše do najslabše; prvo mesto si delijo B, C, F in G, peto pa kmetiji A in D. Kmetija E je posebna kategorija. Izidi dokazujejo, da model DEX omogoča ocenitev in rangiranje alternativ – turističnih kmetij – po kakovosti njihove ponudbe in zato odločevalcu predstavlja ustrezen pripomoček. Nov večparametrski odločitveni model za potrebe vrednotenja kakovosti ponudbe turističnih kmetij smo v programu »Expert Choice« razvili s tehniko AHP. V praksi smo model preizkusili na istem vzorcu turističnih kmetij. Tudi kvantitativni model AHP je omogočil ocenitve turističnih kmetij glede na kakovost njihove ponudbe in rangiranje kmetij po kakovosti. Kmetije so v AHP razvrščene: najboljša kmetija F z oceno 0,155 zaseda prvo mesto. Kmetiji B in C sta ocenjeni enako, obe z oceno 0,150 in delita drugo mesto. Na četrto mesto se uvršča kmetija G z oceno 0,149, na peto A z oceno 0,139, na šesto D z oceno 0,130 in E na zadnje, sedmo mesto z oceno 0,127. Ugotavljamo, da je sedem kmetij v modelu AHP za kakovost turistične ponudbe dobilo šest različnih numeričnih ocen; samo dve kmetiji: B in C, se z enako oceno uvrščata na isto mesto. Istih sedem kmetij je v modelu DEX dobilo le dve opisni oceni: »dober« in »zelo dober«, kmetija E pa oceno »dober; zelo dober«. Kmetije B, C, F in G, ki si v modelu DEX delijo prvo mesto, vse z enako oceno »zelo dober«, so pri AHP uvrščene od prvega do četrtega mesta. Kmetiji A in D v modelu DEX delita šesto mesto, v modelu AHP pa pa sta uvrščeni na peto (A) in šesto (D). Kmetija E ima v modelu DEX zaradi pomanjkanja podatkov s strani gostitelja »dvojno« oceno »dober; zelo dober«, medtem ko se pri modelu AHP zaradi istega razloga uvršča na zadnje, sedmo mesto. Oba modela: DEX in AHP omogočata ocenitev kakovosti ponudbe turističnih kmetij. Izidi v obeh modelih kažejo na podobno razvrstitev kmetij po kakovosti. Uporaba modela AHP omogoča natančnejše ocene in natančnejše razvrščanje kmetij. Na tej osnovi sklepamo, da je model AHP primernejše orodje za ocenitev kakovosti ponudbe turističnih kmetij in The problem observed – tourist farm service quality - was decomposed into smaller and less complex sub-problems. Hierarchic structure of 40 criteria was defined. The main criterion – tourist farm - is alternative which is being assessed. Sub-criteria on the first level of hierarchic tree are “guest” and “host”. Sub-criteria of “guest” are “premises”, “service”, “and “additional services” which are further decomposed into smaller criteria. “Guest’s” sub-criterion is also “repeat visits”. “Host’s” sub-criteria are “plans for the future” and “satisfaction” which is further decomposed into smaller criteria. In previous research (Potočnik 2006) we constructed questionnaires on seven Slovene tourist farms: A, B, C, D, E, F and G in which guests and hosts determined relative importance of separate attributes of tourist farms’ service quality and estimated separate parameters of tourist farms’ quality and also common quality of separate farm. On the basis of comparison between these two estimations we concluded that the questionnaires are credible. Using methodology DEX we developed qualitative multi-criteria decision model for assessment of tourist farms’ service quality. We used the developed model for analyses of seven tourist farms. Results are estimations of separate tourist farms and ranging of them by quality. Four of seven farms got the highest estimations of quality (very good); these are farms B, C, F and G. Two of farms: A and D were estimated as “good”. The farm E was estimated “good; very good”. The result is the consequence of deficit of host’s answers and proves the applicability of model DEX in the cases where we are dealing with the lack of data. It directs us toward thinking about causes and consequences “what – if”. Further model DEX enabled ranking of farms from the best towards the worst. First place shared farms B, C, F and G. Fifth place shared farms A and D. Results of modelling show that model DEX enables assessments and ranking of alternatives – tourist farms – by quality and therefore offer a good support to decision makers. New multi-criteria decision model for needs of tourist farms’ service quality evaluation was developed in technique AHP with software “Expert Choice”. We used the developed model on the same sample of tourist farms. The AHP model also enabled assessments and ranking of tourist farms concerning their quality of services. The farms ranking was as follows: the best farm on the first place was F with the estimation 0,155. Second place shared B and C with the estimation 0,150. On the fourth place was farm G (0,149), on the fifth farm A (0,139), on the sixth D (0,130) and on the last, seventh place, farm E (0,127). We conclude that seven of the farms, evaluated in model AHP, got six different numerical estimations; only two of them, namely B and C, are sharing the same place on the ranking level. Same seven farms got only two estimations in model DEX “very good” and “good”. The exception – farm E – got estimation “good; very good”. The farms B, C, F and G are sharing the first place by ranking with model DEX while they rank from first to fourth place by ranking with model AHP. Farms A and D are sharing sixth place by ranking with model DEX while they rank from fifth (A) to sixth place (D) by ranking with model AHP. Farm E is, due to lack of host’s estimation, assessed “double” in model DEX, while – from the same reason – range the last – seventh place in model AHP. Both models: DEX and AHP, enable assessment of tourist farms’ service quality. Results show similar ranking by using both models, but model AHP enables more accurate estimations and ranking. Therefore is our conclusion that AHP is more appropriate instrument for tourist farms’ service quality and consequently good support for decision makers: guests by choosing the holiday farm and hosts by performing tourist’s service. kakovost ponudbe turističnih kmetij parametri turistične ponudbe večparametrski odločitveni model analitični hierarhični proces (AHP) metoda DEX tourist farm's service quality parameters of tourist's service multicriteria decisionmaking model analytical hierarchy process (AHP) method DEX true true false Slovenski jezik Angleški jezik Doktorsko delo/naloga 2016-05-12 19:07:59 2016-06-13 08:29:29 2022-06-20 03:06:31 2019-07-11 11:11:18 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 URN:SI:UM:DK:CQ4CZ3AH DOK_Potocnik_Majda_2016.pdf DOK_Potocnik_Majda_2016.pdf 1 2D35B77E2D454C3D733BAEE580284F31 bef5fc5d9045605f7c56edc34dce97667e406cc4e65f70b7cf224e2f5a7ba1a9 ad4a288f-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=94155 Fakulteta za kmetijstvo in biosistemske vede 0 0 0