Online travel agent decision goal to support local wisdom tourism: A multicriteria decision analysis

Satria Fadil Persada; Gabriella Sagita Putri; Adhi Murti Citra Amalia H; Reny Nadlifatin; Belinda Dyan Christiwular; Yogi Tri Prasetyo; Michael Nayat Young

doi:10.1016/j.procs.2026.07.029

Online travel agent decision goal to support local wisdom tourism: A multicriteria decision analysis

Satria Fadil Persada
, Gabriella Sagita Putri
, Adhi Murti Citra Amalia H
, Reny Nadlifatin^*
, Belinda Dyan Christiwular
, Yogi Tri Prasetyo
, Michael Nayat Young

^*Corresponding author for this work

Laboratory of Information System Management

Entrepreneurship Department
Bina Nusantara University
Public Relations Department
CV Citra Anugrah Nusantara
Department of Industrial Engineering and Management
Yuan Ze University
School of Industrial Engineering and Engineering Management
Mapua University

Research output: Contribution to journal › Conference article › peer-review

Abstract

The present study measures the decision making in selecting the best Online Travel Agents (OTAs) to support local wisdom-based tourism by Analytical Hierarchy Process (AHP). The evaluation criteria used in this study include price, features, reputation, and services. The four OTA alternatives analyzed are Bird Blue Brand, Yellow Circle Brand, Five Colors Dot Brand, and Word B Blue Brand. The results of the analysis show that price is preferred as the highest criteria value. Bird Blue Brand is selected as the best goal based on the highest value.

Original language	English
Pages (from-to)	495-502
Number of pages	8
Journal	Procedia Computer Science
Volume	284
DOIs	https://doi.org/10.1016/j.procs.2026.07.029
Publication status	Published - 2026
Event	8th Information Systems International Conference, ISICO 2025 - Hybrid, Bali, Indonesia Duration: 4 Aug 2025 → 6 Aug 2025

Keywords

AHP
OTAs
local wisdom
tourism

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10.1016/j.procs.2026.07.029

Cite this

@article{381236c6626a4a299c3844131afc8587,

title = "Online travel agent decision goal to support local wisdom tourism: A multicriteria decision analysis",

abstract = "The present study measures the decision making in selecting the best Online Travel Agents (OTAs) to support local wisdom-based tourism by Analytical Hierarchy Process (AHP). The evaluation criteria used in this study include price, features, reputation, and services. The four OTA alternatives analyzed are Bird Blue Brand, Yellow Circle Brand, Five Colors Dot Brand, and Word B Blue Brand. The results of the analysis show that price is preferred as the highest criteria value. Bird Blue Brand is selected as the best goal based on the highest value.",

keywords = "AHP, OTAs, local wisdom, tourism",

author = "Persada, \{Satria Fadil\} and Putri, \{Gabriella Sagita\} and \{Citra Amalia H\}, \{Adhi Murti\} and Reny Nadlifatin and Christiwular, \{Belinda Dyan\} and Prasetyo, \{Yogi Tri\} and Young, \{Michael Nayat\}",

note = "Publisher Copyright: {\textcopyright} 2026 The Author(s).; 8th Information Systems International Conference, ISICO 2025 ; Conference date: 04-08-2025 Through 06-08-2025",

year = "2026",

doi = "10.1016/j.procs.2026.07.029",

language = "English",

volume = "284",

pages = "495--502",

journal = "Procedia Computer Science",

issn = "1877-0509",

publisher = "Elsevier B.V.",

}

TY - JOUR

T1 - Online travel agent decision goal to support local wisdom tourism

T2 - 8th Information Systems International Conference, ISICO 2025

AU - Persada, Satria Fadil

AU - Putri, Gabriella Sagita

AU - Citra Amalia H, Adhi Murti

AU - Nadlifatin, Reny

AU - Christiwular, Belinda Dyan

AU - Prasetyo, Yogi Tri

AU - Young, Michael Nayat

PY - 2026

Y1 - 2026

N2 - The present study measures the decision making in selecting the best Online Travel Agents (OTAs) to support local wisdom-based tourism by Analytical Hierarchy Process (AHP). The evaluation criteria used in this study include price, features, reputation, and services. The four OTA alternatives analyzed are Bird Blue Brand, Yellow Circle Brand, Five Colors Dot Brand, and Word B Blue Brand. The results of the analysis show that price is preferred as the highest criteria value. Bird Blue Brand is selected as the best goal based on the highest value.

AB - The present study measures the decision making in selecting the best Online Travel Agents (OTAs) to support local wisdom-based tourism by Analytical Hierarchy Process (AHP). The evaluation criteria used in this study include price, features, reputation, and services. The four OTA alternatives analyzed are Bird Blue Brand, Yellow Circle Brand, Five Colors Dot Brand, and Word B Blue Brand. The results of the analysis show that price is preferred as the highest criteria value. Bird Blue Brand is selected as the best goal based on the highest value.

KW - AHP

KW - OTAs

KW - local wisdom

KW - tourism

UR - https://www.scopus.com/pages/publications/105045832508

U2 - 10.1016/j.procs.2026.07.029

DO - 10.1016/j.procs.2026.07.029

M3 - Conference article

AN - SCOPUS:105045832508

SN - 1877-0509

VL - 284

SP - 495

EP - 502

JO - Procedia Computer Science

JF - Procedia Computer Science

Y2 - 4 August 2025 through 6 August 2025

ER -

Online travel agent decision goal to support local wisdom tourism: A multicriteria decision analysis

Abstract

Keywords

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