AN INNOVATIVE APPROACH TO EVALUATION OF THE QUALITY OF WEBSITES IN THE TOURISM INDUSTRY: A NOVEL MCDM APPROACH BASED ON BIPOLAR NEUTROSOPHIC NUMBERS AND THE HAMMING DISTANCE

Book excerpt: Nowadays, the performance and business operations of organizations are closely linked to the quality of their websites compared to the competition. With growing market competition, the quality of websites becomes a significant component and is increasingly being explored and identified as the main factor of comparative advantage over the competition and the maintenance of good customer relationships. A multiple criteria decision-making approach based on the use of bipolar neutrosophic numbers and the Hamming distance is proposed in this paper. The main aim of this article is to emphasize the fact that MCDM models with a smaller number of criteria can be formed without a loss of precision by applying bipolar neutrosophic numbers. In addition to this, the three variants for ranging bipolar neutrosophic numbers based on the Hamming distance and a distance from the ideal point are proposed. The applicability of the proposed approach is considered in the case of website evaluation.