Analysis of digital marketing strategies for tourism platforms using a hybrid fuzzy multi-attribute approach

Purpose; Entering the era of the fourth industrial revolution and facing the increasing flow of digital technologies, this research aims to analyze and evaluate digital marketing strategies for tourism platforms using a hybrid fuzzy multi-attribute approach. Method; This research first has weighed attributes for choosing a digital marketing strategy using the fuzzy-best/worst method and then used these criteria for evaluating a set of digital marketing strategies in tourism platforms using the fuzzy-TOPSIS method.Findings; Cost reduction, audience increase, customer loyalty, brand development and user experience improvement were selected as strategy evaluation attributes. Based on weighted attributes and the Fuzzy-TOPSIS method, social network marketing has the highest priority and was identified as the most effective digital marketing strategy for tourism platforms.Conclusion; Social network marketing was placed at the top for wide access and diverse content creation, and search engine optimization for its cost-effectiveness and resilience was ranked next. In the new era of information technology, tools such as e-mail marketing are no longer paid much attention, and in order to advertise in the digital space, one should focus on tools based on social networks, artificial intelligence, and big data.Research innovation; The results of this research can be recruited in order to develop models for evaluating the performance of advertising and digital marketing in the atmosphere of uncertainty and ambiguity, relying on multiple attributes. On the other hand, the methodology used in this research can be considered for prioritizing other initiatives, strategies and advertising/sales programs by referring to expert opinions.