2226. A Multi-Criteria Decision Framework for Marketing Strategy Prioritization in Institutional Hospitality: An AHP Application
Invited abstract in session Community OR, stream OR for Development.
Authors (first author is the speaker)
| 1. | Kingsley Ebhodaghe
|
| Business Administration, University of Lagos | |
| 2. | Bolajoko Dixon-Ogbechi
|
| Business Administration, University of Lagos | |
| 3. | Musedik Jogunomi
|
| Business Administration, University of Lagos | |
| 4. | Oluwalaanumi Oluwarinde
|
| Business Administration, University of Lagos | |
| 5. | Jude Momoh
|
| Business Administration, University of Lagos |
Abstract
Institutional hospitality facilities in Lagos State often struggle with low room occupancy, tight budgets, and lack data-driven marketing. This study uses the Analytic Hierarchy Process model to prioritize strategies for a university-based Guest House to maximize revenue. Using five criteria and four alternatives, data from eight managers were analyzed via Super Decisions software. Digital Marketing emerged as top strategy (34.6%), followed by Referral Programs (25.6%), Promotional Pricing (21.7%), and Strategic Partnerships (18.2%).
Keywords
- Multi-Criteria Decision Analysis
- Analytic Hierarchy Process
- Developing Countries
Status: accepted
Back to the list of papers