MCDM Approach Combining DEA and AHP Methods in Sustainable Tourism: Case of Serbia: MCDM APPROACH IN SUSTAINABLE TOURISM — CASE OF SERBIA

Zlatko Langovic; Brankica Pazun; Zeljko Grujcic; Magdalena Nikolic; Ana Langovic Milicevic; Dragan Ugrinov

doi:10.56042/jsir.v84i02.8163

Authors

Zlatko Langović Faculty of Hotel Management and Tourism, Vrnjačka Banja, University of Kragujevac, Serbia
Brankica Pažun Faculty of Engineering Management, Belgrade, University Union Nikola Tesla, Serbia
Željko Grujčić Faculty of Engineering Management, Belgrade, University Union Nikola Tesla, Serbia
Magdalena Nikolić Faculty of Engineering Management, Belgrade, University Union Nikola Tesla, Serbia
Ana Langović Milićević Faculty of Geography, Belgrade, University in Belgrade, Serbia
Dragan Ugrinov Faculty of Europe “Kallos”, University Business Academy in Novi Sad, Serbia

DOI:

https://doi.org/10.56042/jsir.v84i02.8163

Keywords:

AHP method, DEA method, IT tools, Multi-criteria analysis, Sustainable tourism

Abstract

This paper focuses on the workforce capable of implementing new trends through the application of environmental tourism and IT knowledge. Multi-criteria optimization methods such as Data Envelopment Analysis (DEA) and Analytical Hierarchy Process (AHP) were used to solve a particular and sensitive business decision problem. A unique questionnaire on five global trends - renewable energy growth, pollution, electrification, cloudification, data boom and smartization - was developed to assess the capabilities of potential candidates in relation to environmental issues in tourism and to determine whether they are able to solve tasks in a sustainable way. This paper proposes an approach for the selection of candidates for sustainable and green tourism. From 200 candidates, data collected in a northern region of Serbia in the fall of 2023, the model resulted in the 5 best alternatives under 5 criteria. The final solution was the alternative/candidate B with the consistency index 0.03. The intention was that by combining AHP and DEA methods to evaluate efficiency, the subjectivity of decision making in the selection of candidates would be minimized. The new value of this work could be that advanced technologies are integrated into sustainable tourism in a practical and scalable way, and that methods for evaluating and implementing the technologies in question are developed. This could form the basis for future research and practical applications.