1. Prioritisation of Key Performance Indicators
in an Evaluation Framework for Determining
the Economic Value and Effectiveness of
Internet Room Diagramming Solutions by
the Application of AHP
Kuan-Wen Lin,
Andrew J. Frew and
Joe Goldblatt
School of Arts, Social Science and Management
Queen Margaret University, Edinburgh, UK
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2. Agenda
• Introduction
– Problem and gaps
– Previous research
• Method
– AHP Survey
• Results
• Implications
• Future Research
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3. Introduction
• Meetings and events sector &
travel and tourism sector.
• Room Diagramming Solutions (RDS).
• Evaluation and monitoring for ICT
applications in the post-adoption stage.
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4. The Overlapping Relationship between
Travel & Tourism Sector and Meetings Sector
Accommodation;
transportation;
technical equipment;
food services;
speakers' representation services;
stand construction;
other support services;
auxiliary businesses…
USD
Source: PricewaterhouseCoopers, 2011, p. 7
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5. Room Diagramming Solutions
(RDS)
• generate electronic graphic room layouts and to
design seating plans and room set-up diagrams
(O'Connor, 2004).
• the third-party guaranteed electronic blueprints
(Bielski, 1997).
• the precise room setups in a three-dimensional
(3D) virtual tour (Fenich, 2012).
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6. Assessment of the Economic Value and
Effectiveness of Internet RDS
• to improve the efficiency of communication
(Torrence, 2003).
• to help the consumers make more
informed decisions (Fiore et al., 2005).
• to provide better customer service,
facilitate destination management,
lead to the creation of new business
models and reduce planning time and costs
(Casanova et al., 2005; Yuan et al., 2006).
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7. Theoretical Framework
• in the post-adoption stage by systematically
analysing the actual use and characteristics
of ICT innovation in the adopting
organisations, the value created by ICT
could be realised through monitoring
relevant KPIs.
• An integrated model:
Innovation diffusion theory (Rogers, 2003);
Technology-Organisation-Environment
framework (Zhu et al., 2006);
eBusiness impact model (Fuchs et al., 2010).
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8. Lin et al. (2013)
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9. Analytic Hierarchy Process
(AHP)
• an evaluation model for ICT applications should
not only indicate what is important to be
measured but also each measurement should be
weighted (Horan, 2010).
• aggregate to a single view (geometric mean);
a paired comparison mathematical method
(matrix algebra & eigenvalue)
• supply a technique, based on human biology and
psychology, to improve and advance the
conventional approaches (such as Likert Scale).
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10. AHP Questionnaire
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11. Samples
• MeetingMatrix RDS (Newmarket International Inc.,
the subsidiary of Amadeus Group).
• the current supplier and standard for Professional
Convention Management Association (PCMA)
Space Verification Program.
• the venue operators working in the US chain hotels
(country impact, business scope impact and
accessibility).
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12. Respondents’ Profile
(48, during Nov. 2012)
• 75% Users; 29.2% Investment Decision Makers.
• 80% with more than 10 years experience.
• 54.2% within the age group of 40-49.
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13. Adjusted Weightings
(Level 2)
100%
31.5%
22.7%
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45.8%
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14. Adjusted Weightings
(Level 3 and 4)
cost reduction and direct sales improvement were not considered as
the important indicators. This is similar to the findings of the study
conducted by Fuchs et al. (2009) for eBusiness adoption in Austrian
hotels.
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15. Adjusted Weightings
(Level 3 and 4)
• the requests and perception from meeting and event planners is
crucial for venue operators regarding the effectiveness of RDS.
• RDS may help event planners to “fulfil their primary goal to
produce a meeting that meets a client organisation’s goals” and
enable the client to better understand the value that the
planners add to events (Lee et al., 2013, p. 8).
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16. Implications
• the priorities of the Research & Development
plan for RDS suppliers.
• products for its venue clients to monitor RDS
effectiveness.
• to optimise the layout and web hostedlocation of RDS products and services in the
adopting hotels’ websites (“F1_Trialability” &
“F2_Observability”).
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17. Future Research
• Apply to ICT Balanced Score Card Research
(KPIs).
• Revalidation.
• Apply to the evaluation and monitoring of
other innovative ICT applications (Delphi +
AHP).
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18. Thank you! Q & A
klin@qmu.ac.uk
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