عنوان مقاله [English]
The aim of this study was to design a model for customers to choose hotel using the expert system. This study was an analytical, explorative and an applied research. The statistical population of the research consists of 72 managers and experts in big hotels of Iran. Using Cochran sampling formula and access sampling method 60 participants were selected. The questionnaires of the study were distributed among the experts to discover customers’ effective factors to choose their suitable hotel and five components of cost of stay, facilities, security, perceptions and customers’ awareness about the brand were identified. The mentioned factors were prioritized by ANP method and the obtained results showed that the customer had considered quality, cost of stay, brand awareness, professional facilities and security as the most important factors to choose their favorite hotel respectively. The expert system of research was designed using these factors and the findings of the system design showed that the high cost of stay was the most stable factor in identifying improper choice of a hotel. Next, high risk of security was shown to be the most stable one in identifying improper choice of a hotel. The factors of facilities, perceptions and brand awareness had such interaction with each other that indicated the expert system sensitivity to these components.