📄 Abstract
This study proposes and empirically validates an integrated multi-criteria strategic decision framework for evaluating and prioritizing digital incentive mechanisms available to tourism service providers. Grounded in the Resource-Based View and Dynamic Capabilities theory, the framework treats digital incentive mechanisms as firm-specific strategic resources whose competitive value depends on their capacity to be simultaneously engaging, cost-efficient, scalable, low-risk, differentiating, and feasible to implement. A three-phase methodology combines a two-round Delphi study with a purposively sampled panel of thirty-two senior tourism and hospitality marketing executives to refine six strategic evaluation criteria, the Analytic Hierarchy Process (AHP) to derive criteria priority weights through pairwise comparison, and Fuzzy Technique for Order Preference by Similarity to Ideal Solution (Fuzzy TOPSIS) to rank five candidate digital incentive mechanisms under conditions of linguistic judgment uncertainty. The results indicate that Customer Engagement Potential and Competitive Differentiation Potential receive the highest strategic priority, together accounting for nearly half of total decision weight, while Implementation Complexity is weighted lowest. Gamified Loyalty and Engagement Programs emerge as the top-ranked mechanism, followed by AI-Personalized Dynamic Pricing, with Blanket Promotional Discounting ranked last and structurally disadvantaged by its poor differentiation and imitability profile. Sensitivity analysis confirms the robustness of the top-ranked alternative across a wide range of criteria-weight perturbations. The framework offers tourism managers a replicable, transparent decision-support tool for allocating scarce digital-transformation resources strategically rather than reactively.
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📚 How to Cite:
Abdurazakov Shavkatjon Shokirdjanovich , STRATEGIC FRAMEWORK FOR DIGITAL INCENTIVE MECHANISMS ENHANCING COMPETITIVENESS IN TOURISM SERVICES MARKETS , Volume 14 , Issue 8, August 2026, EPRA International Journal of Economic Growth and Environmental Issues (EGEI) , Pages: 15 - 21 , DOI: https://doi.org/10.36713/epra28918