Integrating Fuzzy AHP and Fuzzy Logic in the Analysis of the Innovative Tourism Startup Model

The purpose of this study is to investigate the factors that influence the success of innovative tourism enterprises. The twelve indicators were divided into four categories: Businessmen’s characteristics, market characteristics, organizational characteristics, and environment. Fourteen experts were invited to participate in the survey; by combining two methodologies, FAHP and fuzzy logic, the results indicate that the following are the most important factors that contribute to the success of tourism startups: The first ranking belongs to the businessmen characteristic. The second is market characteristics. The third position is occupied by organizational characteristics, and the fourth is by environment. In addition, the highest priority indicators include experience in the tourism industry, startup locations, government support, and consumer demand. Eight conclusions regarding innovative tourism startup models were derived from analyzing eighteen fuzzy graphs and validated by 150 entrepreneurs.