Content presentation personalisation and media adaptation in tourism web sites using Fuzzy Delphi Method and Fuzzy Cognitive Maps

Web sites become more powerful when they can adjust to their users’ needs. Web personalisation refers to adapting both the content and the presentation of web sites, so that to deliver the maximum effect to the user in the most appropriate way. A main objective of web personalisation is to adapt the presentation of the web content in a manner that increases the user’s perceived quality. This paper focuses on the applicability of fuzzy logic techniques to content presentation and media adaptation. More specifically, it applies Fuzzy Delphi Method (FDM) and Fuzzy Cognitive Maps (FCMs) in order to highlight the services features that are most preferred by the customer and to adapt presentation media and layout. Fuzzy logic is utilised to deal with the subjectivity inherent in web design choices and in customers’ perception of services priorities. FDM is used to capture the experts’ knowledge regarding media adaptation with respect to hotel service quality. A prototype that adapts the web site presentation according to customer preferences has been developed and evaluated. 2012 Elsevier Ltd. All rights reserved.